What’s your position?

At a recent conference, a pension consultant disclosed that surprisingly few money managers who present to him can articulate what makes them different or why they are special. In his words, they are not "positioned".

To some degree, consultants reap what they sow. After all, the "boxed" world into which consultants want managers to squeeze themselves fosters conformity. All the same, due to the importance of this distribution channel, failing to effectively differentiate your company before the consultant community significantly undermines your growth potential.

Based on the bland banter that many managers adopt, it may appear that there is little hope in finding robust differentiators. As with many things, however, the answer is often in plain sight. A modest survey, wherein clients and business partners are asked how they perceive you, often yields the crisp, definitive answers that are so hard to self-manufacture. Your clients will be pleased you asked and you will get a fresh understanding of your distinctive value.

Next time you present, you can present with conviction — confident of your positioning. You’ll achieve that elusive goal of giving that consultant something to remember you by.