Management Solution

Service Offering Positioning Workshop

Participating in positioning workshops will enable your team members to create more value for your clients while simultaneously capturing more value for the firm. Professionals become more effective at recognizing what is of Value to clients

In addition to our proprietary models, we apply methods, principles and tools of design thinking and service design.

This workshop will enable your firm to become irreplaceable for your best-fit clients, escaping debilitating price pressures and commoditization.

Service Positioning for Professional Firms

Primary among many goals of Service Offering Positioning (SOP) workshops is to identify buyers who have natural affinity for the firm’s services and ensuing value, given the available competitive alternatives and buying context. Well-positioned services facilitate client acquisition, retention, and advocacy. Service positioning ensures competitive advantage for the firm.

The standard SOP workshop follows our proprietary 8-step SOP framework:

  1. Preparations: gathering data, assembling a team.
  2. Defining: target segments, buyer journeys, market category.
  3. Identifying competitive alternatives.
  4. Listing competencies and features.
  5. Discovering goals and benefits.
  6. Establishing value.
  7. Defining your target market.
  8. Contextualizing behavioral patterns. Creating prototypes.
Strategic SOP mapping | awezzom
Services are perceived as strategies.

Typical components of the SOP workshops:

The composition of the following topics depends on the objectives of the SOP initiative, scope, available time and budget.

  • Building common language and vocabulary among stakeholders.
  • Exploring five fundamental phases of a service unfolding.
  • Eight Value activities
  • Forty(+) generic benefits.
  • Best-Fit Client (BFC) qualification criteria.
  • Understanding generic buyer types, their common aims, goals, motivations, and strategies.
  • Buyer journeys, touchpoints, frontstage and backstage processes.
  • Analyzing direct alternatives.
  • Mapping features to core competencies; expected benefits to client goals.
  • Formulating Value Links and Value Molecules.
  • Creating competitive advantage by focusing on key positioning dimensions.
  • Formulating a (new) value proposition.
  • Assessing feasibility and costs.
  • Investigating profitability and pricing.
  • A system of dos and don’ts of service positioning.
  • Creating service prototypes.
  • Reviewing current service lines and offerings.
  • Repackaging & repositioning redundant services.
  • Service offering options, bundles.
  • Additional revenue opportunities.
  • Overcoming adoption challenges.
  • Dealing with objections.
  • Messaging and communication.

Price info

The fee is subject to the scope of work, number of participants, and work complexity. Generally, there are three variations to this workshop. All workshops are held at your premises.

Each workshop is always customized to meet the needs and requirements which are identified during (paid!) diagnostics. This allows exclusion of unnecessary activities ensuring effectiveness of the workshop.

  • Option 1. The $30,000+ fee is for a typical 3-4 day workshop.

  • Option 2. For larger projects, the workshops may span several weeks over a couple of months. The fee goes up accordingly. Note, because I am a sole practitioner, I may be incapable of accomodating especially large projects within a condensed timeframe.

  • Option 3. One-day intensive workshop. Can be conducted during a retreat. Fee: $10,000+.

Should you be interested in arranging a presentation for key stakeholders at your firm first, consider running a half-day seminar. Its purpose is to generate awareness among top management and senior professionals assessing the need and timeliness of the service design initiative.

Required participation

Key decision makers in business development, sales, account management, project management, marketing roles who have a say in pricing, pitching, engagement staffing, project (case) management, and growing client accounts at your firm.
See the discussion topics (above) to assess who will be in a better position to make these decisions.

Typical length

3-4 days

Availability

Typically available within 2-3 weeks.
Advance booking is possible. Please contact to inquire about a non-refundable booking fee.

Payments

Prepayment in full. No refunds (see exception below).

Refund Policy

We provide an unconditional satisfaction guarantee.
Refer to our refund policy page for more details.

Travel

Return flights from NYC, NY, U.S.
Economy class. Upgrade on long-haul flights.
Additionally: per diem, transport, lodging, print-outs, presentation tools.

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