Stage 1 · Decisive Edge
Buyers see you as one of several similar options.
You can explain what you do, but they lose interest.
They may respond well and then stop replying when you give them the price.
You describe yourself as a generalist who can help any small business.
01
How this feels
You can explain what you do, but they lose interest.
They may respond well and then stop replying when you give them the price.
You describe yourself as a generalist who can help any small business.
If that sounds like your last few months, this is the right page.
02
The common advice
"Sharpen your LinkedIn headline."
A headline changes how you are described. It does not change why someone picks you.
"Post more."
Posting more will not help if your message does not give buyers a reason to choose you.
"Find your niche."
Naming an industry tells people who you serve. It does not tell them why to choose you.
All of that changes how you present yourself. The problem is underneath that.
03
The root cause
Buyers cannot see a clear reason to choose you, so they compare you on price.
When buyers cannot see what makes you different, they treat you as one of several similar options and compare prices. Being a generalist who works with any small business is one of the biggest reasons this happens. It keeps you from charging what you are worth.
04
What fixed looks like
People understand why you are the right choice before the call starts.
- People who refer you can explain exactly what you do.
- The first call focuses on whether the work fits and when to start.
- You can turn down work that is a poor fit.
- Price is one part of the decision.
Free guide
The Positioning Worksheet
A short worksheet that shows where your positioning is clear and where buyers may compare you with others.
- The four places an expert's positioning usually breaks down.
- Why naming a niche may not give buyers a reason to choose you
- A one-page test of whether your positioning gives buyers a reason to choose you
Self-serve digital course
Decisive Edge
$2,495
One-time payment
This program shows you where your positioning is weak and what to change first.
- A review of your current positioning for the buyers you want
- A positioning exercise based on your business
- Language you can use on your next sales call
- Recorded and self-paced, so you can work when you have time
- No scheduling or calls, with support from the digital community
The Mastermind also covers your offer and sales process. This purchase credits toward it. See how the credit works.
Coached individual session
Decisive Edge, coached
$4,999
One-time payment
The same program, worked through with us in one 90-minute 1:1 session.
- A review of your current positioning for the buyers you want
- A positioning exercise based on your business
- Language you can use on your next sales call
- Includes the full Decisive Edge self-serve course
- One 90-minute 1:1 session
- Prework before the session, so the time goes on your business
- A review of your post-work after the session
- We sell alongside you: bring a real prospect, referral partner or live deal
The full $4,999 comes off the $6,749 mastermind price if you join within three months. See how the credit works.
Choose coached: $4,999The Mastermind
- 16 weeks
- Three working sessions in order: Decisive Edge, Mafia Offer and Sales Execution
- A diagnostic, workbook, offer document and sales guide completed with you
- Weekly mastermind community after you complete your positioning work
- Your growth scorecard, reviewed every session and measured again at 30, 60 and 90 days
- Other experts working through the same stages and reviewing your positioning, offer and deals