How do you create desire for your consultancy?

Did you know that just before signing the Cuba trade embargo President John F. Kennedy pocketed 1200 H.Upmann cigars? Smart move because overnight they became highly sought after.

Now think about the illusion of new iPhone scarcity Apple use to increase demand, why concert tickets for your favourite artists sell out in 30 minutes, and how “Limited edition” albums, books and even trainers sell for premium prices.

Rarity it seems breeds desire.

So, what if rarity could make your consultancy more desirable?

Here are three approaches to consider:

The rare team

Try pulling together a ‘dream team’. Introduce them to their counterparts in the prospect’s company and ensure they make themselves highly attractive as collaborators. Then let the prospect know that the ‘whole’ team is available for their project today. Also make it clear that they are too good to be on the sidelines for long. Someone will snap them up. If the prospect wants this team, and have an urgent need, they must make a decision.

This works even better for independent consultants. Why? Because you are the unique team.

The rare solution

You love your methodologies. So you try to differentiate your consultancy by pushing them forward ... but let's face ... prospects don't appreciate the subtle nuance between your process and the next one. That's a problem.

So, how do you create a truly unique solution?

Here's one example that uses idea combining to create a unique product.

We were asked by a prospect to design and build a development process for change leaders. We knew that rival consultancies promoted methods for building "Learning Organisations". Others were offering more practical change methods like coaching. We decided to combine these ideas and package a unique approach based on 5 Learning Organisation concepts that would be implemented with coaching techniques. The client liked our synthesis. It was the ultimate rarity – a one of a kind “Elite Leadership Programme” no other consultancy could copy.

Rare point of view (PoV)

Do you struggle coming up with and articulating a unique point of view. This slideshare from Xerox is an excellent example you might like to model. This article by Ram Charan does something similar.

In both cases the authors take something we recognise, then reframe it and position alternative ideas as potential solutions. Simple and brilliant.

Is creating a rare PoV something you could do for your consultancy services?

Rarity combined – the ultimate differentiation?

Of course you can put all of these together. A rare point of view, supported by a rare solution, and delivered by a rare team.

Given these ideas, how will you build desire for your consultancy services using rarity?

The bottom line:

Get real: You're more valuable when you're a "limited edition"

Get prepared: Think through and package your rare PoV, solution, and team.

Get savvy: Desire is the emotional reason prospects move into action.

Thanks as always for reading.