Securing five and six-figure contracts doesn’t just rely on expertise or years of experience. The real game-changer? Strategic positioning. While it’s tempting to focus on finding more opportunities or negotiating higher fees, the foundation for premium engagements starts long before you sit down at the negotiation table.
Let’s dive into how your positioning can make or break access to $25,000+ opportunities and what you can do to get on the right track.
The Foundation: What is Positioning?
Before diving into the common mistakes, it’s essential to clearly define positioning. Positioning is the strategic internal work that shapes how you and your expertise are seen in the market.
Consider it your internal GPS: a mix of who you are now, who you want to become, who you serve, the unique problems you solve, the distinct way you solve them, and the impact you aim to create.
Branding, on the other hand, is the external expression of that positioning—your logo, colors, voice, messaging, and customer experience. Think of positioning as the blueprint and branding as the finished structure.
The 3 Positioning Mistakes Blocking High-Paid Opportunities
So, what are the 3 mistakes:
1. Generic Expert Positioning
Describing yourself as a “keynote speaker on leadership” or a “sales trainer” puts you in a crowded sea of professionals. Generic positioning buries your uniqueness and makes it almost impossible for clients to immediately see your value.
Powerful Positioning Example:
I help mid-sized manufacturing companies turn disengaged floor managers into leaders who reduce turnover by 40%.
This approach instantly clarifies who you help, what the current challenge is, the transformation you deliver, and the demonstrable outcome.
Key Takeaway:
Clarity attracts clients. The more specific you are about who you serve, the problem you solve, and the transformation you deliver, the easier it becomes for premium clients to say “yes” at a higher price point.
2. Resume-Based Positioning
Listing “20+ years of experience, 500+ stages, TEDx speaker” or “Certified executive coach with Google and Amazon clients” focuses on your past—not what you’ll do for the client now. Clients don’t hire you for your resume; they hire you for the results you bring to their current challenges.
Solution-Focused Positioning Example:
I help high-potential directors break through the invisible ceiling and land VP roles within 18 months.
This speaks directly to the client’s aspirations, framing your expertise around tangible benefits.
Key Takeaway:
Shift your language from what you’ve done to what you empower clients to achieve. Speak in solution-focused terms that articulate the journey and transformation you deliver.
3. No Clear Path to Premium
Saying, “Let’s discuss your event needs and I’ll send a custom proposal,” or “I offer one-to-one coaching tailored to your goals,” leads to endless customization and unsustainable business practices. Lack of a signature, outcome-driven offer makes it difficult to communicate your value and justifies only basic rates.
Signature Offer Example:
The Conversion Keynote System: a 60-minute keynote, pre-event audience survey, and 30-day implementation toolkit—$25,000.
By packaging your expertise into clear, outcome-oriented offers, clients understand exactly what they’re investing in and why the price aligns with premium value.
Key Takeaway:
Design and clearly present signature offers that move clients from their current status quo to their desired transformation. This is how you create a “path to premium” for both you and your clients.
Putting It All Together
A strong, strategic position sets the stage for everything else—pricing, packaging, and sustainable business growth. The difference between a $500 engagement and a $25,000 contract is rarely about talent or experience. It’s about the clarity and power of your positioning.
Ready to master your positioning, build signature offers, and command five- and six-figure contracts?
Join the ‘Positioned for Profit’ virtual intensive, a hands-on, three-day event designed to help you nail your positioning, refine your content strategy, and develop a revenue roadmap. You’ll also discover how to leverage tailored AI tools to streamline your processes.
Your next $25,000+ opportunity starts with a single decision. Powerful & profitable positioning.
Act Now:
Secure your spot at Positioned for Profit before prices increase. Payment plans and bundled deals are available for those ready to invest in their premium future.
Takeaway Recap:
Get hyper-specific with who you help and how.
Ditch the resume—highlight the solutions and transformations you provide.
Develop signature offers that command premium rates.
Position yourself to command higher fees, attract ideal clients, and deliver maximum impact. The choice to step up starts today.
Have questions or insights? Drop them in the comments.
About the Author:
Kelly Charles-Collins is Founder of Speaker Moguls and the creator of Speaking Industry Xpo a/k/a THE 6 and Positioned for Profit. She teaches speakers, trainers, coaches, and consultants to turn their expertise into an enterprise—without underpricing or undervaluing their work. Through strategic positioning and proven business frameworks, Kelly equips experts to amplify their visibility, package their brilliance, and build sustainable, revenue-generating brands with authority.
