Subscription Options

January 20, 2010

Value is great, but to really sell - you need to be a scarce resource

People will buy it if it is worth having. But if everyone has it, then you are competing on price and you can easily be pigeon holed with the rest of the usual suspects.

The trick is to create the perception that you are a scarce resource.

My own approach to scarcity is based on a few of the following facts:

Experience working in numerous cultures, countries and industry sectors. A scarce view of industry problems and solving them.

Experience  with some of the largest projects in my area globally. Scarce experience in driving through change in large organizations.

Experience  in specific methodologies. I worked for free for my mentor for a period of about 18 months. This guy was recognized as the best in the world in his field. Scarce expertise in applying trusted methods.

My track record, referees and recommendations on LinkedIn. provides me with a scarce level of trust within the industry. Trusted by those who others trust.

A consultant can paint themselves as a scarce resource through their track record, brand and skill sets.

But there are many other areas such as:

  • Access to limited and valuable industry knowledge. (Benchmarking type stuff)
  • Large size and ability to scale to global proportions
  • Small size and the ability to be flexible, lost cost of overheads and personal.
  • Scarcity of thinking. Thought leadership is underdone in consulting and springs a lot from taking a contrary viewpoint. 
  • Ability to provide bundled solutions and software programs
And so on... the range of areas where you can prove a level of scarcity is limited only by your imagination.

If you get it right, and promote it well, hen it will become a magnet that will draw clients to you.

If you enjoyed this post please consider subscribing to this feed, or you can subscribe to Consulting Pulse by email.