From Commodity Consulting to Premium Authority
Hur en management-konsultfirma transformerade från prispress till premiumpositionering genom att skapa en distinkt metodik och bli selektiva med kunder
Översikt
Stratiform Advisory var en klassisk management-konsultfirma med duktiga konsulter men ingen distinkt positionering. De konkurrerade på meritlistor och referenser, vilket ledde till prispress och långa säljcykler. Deras erbjudande var 'strategy consulting'—samma som hundratals andra firmor. Prospekts frågade alltid: 'Varför ni?' De hade inget bra svar. Vi hjälpte dem skapa 'The Stratiform Method'—en proprietär strategi-process med visuella ramverk, egna termer och bevisat track record. Istället för att sälja 'konsulttjänster' sålde de nu en specifik metodik. Resultatet: 5x pipeline, premium-priser, och möjligheten att tacka nej till fel kunder.
Utmaningen
Commoditized Positioning
Competed with hundreds of other consultancies offering 'strategy services.' No differentiation beyond CVs and references.
Price Pressure
Prospects treated consulting as interchangeable. Decisions came down to price, leading to margin erosion and project scope creep.
Long Sales Cycles
Average sales cycle was 6-9 months with multiple rounds of proposals, credentials reviews, and competitive shootouts.
Client Quality Issues
Taking any client who'd pay led to difficult projects, scope creep, and inability to develop true expertise in specific areas.
Lösningen
Methodology Development
Created 'The Stratiform Method'—a proprietary 5-phase strategy process with visual frameworks, diagnostic tools, and trademarked terminology that made their approach distinctive and ownable.
Visual Language System
Designed signature diagrams, models, and templates that prospects recognized instantly. Made the methodology tangible and memorable through consistent visual branding.
Thought Leadership Platform
Published methodology white papers, case studies demonstrating the approach, and educational content teaching prospects when/why the method works.
Selective Client Criteria
Defined ideal client profile and qualification criteria. Empowered team to say 'no' to projects that didn't fit, focusing energy on best-fit opportunities.
Premium Pricing Structure
Shifted from hourly billing to value-based fees tied to methodology phases. Positioned as premium investment rather than commodity expense.
Method-First Sales Process
Redesigned sales conversation around educating prospects on the method first, qualifying fit second, and pricing third. Eliminated competitive RFPs.
Resultat
Qualified pipeline increased from €200k to €1M in 4 months as prospects specifically sought out The Stratiform Method rather than generic strategy help.
Average project value increased 60% as methodology-based pricing replaced hourly billing. Clients paid for the method, not the hours.
Began declining 30% of opportunities that didn't fit ideal profile. Improved project quality, client satisfaction, and team morale significantly.
Average sales cycle dropped from 7 months to 3.5 months as method-qualified prospects came in pre-educated and ready to commit.
Eliminated RFP participation entirely. When prospects compared them to others, the answer became: 'We use a different method—not comparable.'
Methodology became licensable asset. Received inquiries from other consultancies wanting to license The Stratiform Method for their own practices.
“Vi trodde vi behövde fler konsulter, fler referenser, bättre priser. Men Marknadsöringen visade att det vi behövde var en distinkt metodik vi kunde äga. The Stratiform Method förändrade allt—från hur vi säljer till vilka kunder vi väljer till priser vi kan ta. Vi är inte längre 'ännu en konsultfirma.' Vi är konsultfirman med metoden.”