Consulting Insights
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Apr 15 • 3 min read
Four Objectives of a Point of View that Opens Client Doors
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Hello Reader There has been lots of chaos over the last few weeks and all the chaos led me to ask myself:
Where can I provide the best value right now to you—my readers and followers?
The answer: Helping you strengthen your Point of View or what is often referred to as your POV. It’s often overlooked or thought of only as a marketing tool (believe when I say it is so much more). However, it is absolutely essential to building and growing your business. Why did I decide on Point of View? Because when I’m asked what the top 3 “must-do” tasks for independent consultants are, being able to articulate your Point of View is one of the top three tasks. The other two are clarity as to your Focus (for what you are the "go-to" expert) and the building trusted relationships (how you connect, get known, and nurture a relationship). Over the next few weeks, I’ll be sharing a series of videos focused on creating, refining, and using your Point of View. But to start the series, let me start with a brief explanation of Point of View and four key Point of View objectives. For a longer and more complete version of this explanation, check out:
Your Point of View is your how. It’s your unique, strategic approach to solving problems for your clients. It is how you help them achieve what they want and need. It is your differentiator helping you stand out in a crowded field of consultants. It’s not your value proposition. It’s not a list of your services. It’s the journey you take clients on—from challenge to outcome. To help explain what I mean by the importance of a Point of View, here is a non-consulting example: Imagine you’ve hurt your arm and visit the ER. The doctor rushes in, says, “It’s broken. You need surgery. I’ll have a nurse prep you for surgery.” The doctor immediately leaves and you never say a word or ask a question.
Now imagine another doctor walks in, explains the X-ray, describes the break, talks you through the surgery, recovery, and what to expect when you get home.
Which doctor would you trust? Who would you go back to?
Your Point of View is that explanation—the strategic clarity and guidance that builds trust, demonstrates competence, and reassures your client that they’re in the right hands. A great Point of View achieves Four Objectives:
Relevance: It shows you understand your ideal client’s challenges and your strategic approach demonstrates how you help them succeed.
Credibility: It builds trust by showing you have the experience and expertise to deliver results. You’re not hiding behind jargon or vague claims.
Value: It explains the tangible and intangible outcomes your clients can expect.
Confidence: You speak with clarity and no longer stumble to explain how you help. Confidence attracts people.
One important thing to remember: Your services are tactical. Your Point of View is strategic. Your Point of View is what makes you different. It’s what makes you valuable. If you already have a POV, great—assess it. Does it meet the four objectives above? If not, a small tweak may be all that’s needed. If you don’t yet have a clear POV, you might find the next few newsletters and videos helpful. Until the next time, Laura Burford Future Point of View Series Videos
Whenever you’re ready, here are ways I can help you become an Experienced "Go-To" Consultant:
Consulting Mastery: A Path to a Sustainable and Profitable Business (Online Group Program): This program guides you through key consulting strategies and functions to build a business that works for you and your clients. To find out more, schedule a free 45 Minute Consulting Strategy session.
The Ultimate Guide to Building a Successful Consulting Business (Document): This guide discusses a simple yet effective five pillar framework, The Consultant’s Blueprint©, to help you focus on what truly matters.
Consultant Assessment (Document): This practical tool includes consulting related statements spanning essential knowledge, skills, and actions that consultants—no matter your experience level—frequently encounter.
Consulting Insights (Videos): YouTube videos organized by each of the five Consultant's Blueprint pillars.
Interested in being notified of future videos, free webinars, and courses, consider joining the mailing list. If you liked this article, consider sharing it with others. Have a question? Send me an email at Laura@lauraburford.com. |
Are you a Consultant looking to establish and grow your consulting business? If so, subscribe to get the latest insights to help you SOAR and build a profitable, sustainable business.