Customer-led Positioning
You have customers. But your team still has competing explanations for why they buy—or buyers keep comparing you with an alternative that misses the point. Those differences are worth getting into.
I work with B2B founders and their small teams to decide which buying situations to focus on, which differences matter and what you can prove. Customer evidence shapes those choices. Finished copy is one way we can put them to work.
Guide prices: €6,000–€8,000 for positioning; €9,000–€12,000 total with one application.
See what each scope includes. Fees exclude VAT where applicable and external costs. Dates and payment milestones are confirmed in the proposal.
Which situations within your buyer group you’re best equipped to serve. What people compare you with, including carrying on as they are. Which differences give them a reason to choose you—and what evidence you have for those claims.
Then we decide what to lead with, what to stop claiming and what to deprioritise. You get the reasoning, so your founder, marketer and sales team can use the decisions without having to reconstruct the conversation.
You might care deeply about a feature buyers barely mention. A difference you stopped talking about may be the reason they chose you. We look at those accounts alongside what the business can actually deliver, then work through the choices together. I won’t treat the most enthusiastic person in the meeting as the evidence.
This is for one existing offer and one primary buyer group, in a B2B business that already has customers. It’s independently buyable alongside hiring support. You may have a marketer already, or still be doing the marketing yourself.
The work
I review the usable evidence you already have and conduct up to six new 45–60 minute interviews with contacts you introduce. We include relevant customers, lost prospects and no-decision buyers where accessible. I also examine three relevant alternatives, including doing nothing where it matters.
We have a kickoff and up to two 90-minute decision sessions. I recommend the buying situations to focus on, meaningful differences, the value they create and the proof needed. We work through what to lead with, what to stop claiming and what to deprioritise.
I turn the direction into one short messaging example of up to 500 words. Up to two additional 30–45 minute buyer-feedback calls let us hear what people understand and question. I make one consolidated refinement, then hand over the work and reasoning. This checks understanding; it does not prove market-wide demand.
€6,000–€8,000 guide price. Dates and payment milestones are confirmed in the proposal. The scope covers the positioning decisions and a short example; complete website or sales content is optional.
€9,000–€12,000 total, including the positioning engagement and one application. Choose the route upfront. Website: annotated copy for three core pages, up to 2,500 words combined, with page titles and meta descriptions.
Or sales: a sales narrative and content for up to ten slides, plus an objection-and-proof sheet of up to two pages. We choose the application your team needs to use first. Design, build and publishing sit with your team or suppliers.
The application includes two consolidated content revision rounds and one 60-minute evidence review within six weeks of handover. We look at what people understood, questioned or responded to and I recommend what to do next. That review covers diagnosis and recommendations; it does not include another round of rewriting or new research.
See how I work through a message, review copy and explain the choices behind it.
No. Customer-led Positioning includes reviewing existing evidence and up to six new buyer interviews. The focused research project remains a separate way to investigate one decision; you don’t have to buy it as an entry ticket.
If we’ve already done useful research together, we reuse it and I quote only the contribution still needed. There is no automatic full-fee credit: the remaining work and its scope determine the quote.
Bring it, with the reasoning and evidence behind it. We may keep the direction, make a few consequential changes, or find a gap that needs checking before you commit. I’m not going to move everything around simply to make the work look new.
No. They help us check what buyers understand, which claims they question and what still needs explaining. The scope allows up to six initial interviews and up to two additional feedback calls—eight buyer conversations at most. That gives us qualitative evidence, not a representative market study or a promise of sales.
Yes. The guide is €3,000–€4,000 for one later application if the same agreed position and scope still hold. We check that before quoting. A new offer, audience or substantial change in evidence needs a fresh scope; it won’t quietly fit inside the old application price.
You introduce relevant buyers, share the material we agree to review and involve the people who must act on the decisions. That may include your marketer and sales colleagues. Feedback needs to come back as one consolidated set.
External participant recruitment and incentives, statistical studies, brand identity design, website build, publishing and ongoing channel management are outside these scopes. Exploring several markets or developing a new product needs a different engagement.
The hiring engagement includes one first project and up to three customer interviews. It can cover messaging and homepage copy, but it does not include this full positioning study. If the work connects, we reuse what is useful and price the remaining contribution once.
We use the evidence available within six weeks of handover: what your team heard, which questions buyers asked and how they responded. I diagnose what it supports and recommend next steps. It is one 60-minute review, not ongoing monitoring or a third content revision round. Any further rewriting or research needs its own agreed scope.
Tell me what you offer and who it’s for,
and the buying decision you need to understand.
A 30-minute conversation with me.