Little Shift #1: Showcasing Your Unique Value

Written By Catherine Germinario

One of the most overlooked pieces in business development for coaches and consultants is how you talk about what you do. Too often, we default to vague, generic statements like:

“I help leaders be better leaders.”

It sounds nice, but here’s the problem: it doesn’t actually say much. Better how? Better why? Better for what outcome? When you stay vague, you leave it up to your audience to connect the dots. And busy executives, HR partners, or potential clients usually won’t take the time to guess.

Clarity is what cuts through.

Instead of saying you “help leaders be better leaders,” try naming one specific outcome your clients get from working with you:

“I help leaders navigate change with confidence, so their teams stay engaged and productive.”

Notice the difference? One is abstract. The other paints a picture of a real-world result. When you frame your value around outcomes, people immediately understand where you fit into their challenges. That makes it easier for them to remember you, recommend you, and hire you.

And here’s the best part: this isn’t about becoming “salesy.” It’s about using the same skills you already rely on as a coach or consultant—listening, clarity, empathy—and applying them to how you present your value.

Refining Your Value Beyond an Elevator Pitch

This kind of clarity isn’t just useful when someone asks, “So, what do you do?” It should run through everything you present to the world:

  • Your service offerings: Are they described in ways that clearly connect to outcomes clients care about, or are they packaged in consultant-speak that makes people glaze over?

  • Your proposals and decks: Do they highlight how your work solves their problem, or do they just outline your process?

  • Your conversations with clients: Are you reacting to what they think they need, or guiding them with confidence toward what you know will deliver results?

The clearer you are about outcomes, the more aligned your services will feel, the easier it will be for clients to say “yes,” and the more you’ll stand out in a crowded space.

3 Actions to Start Getting Clearer Today

Here are three simple shifts you can make right now to refine how you talk about your value:

1. Write down outcome-focused statements.
Pick 1–2 examples of results your clients get and phrase them simply. For instance:

  • “I help teams move from conflict to collaboration so they can hit their goals faster.”

  • “I help executives strengthen their emotional intelligence so they lead with impact and resilience.”
    Keep them short, plain-language, and specific.

2. Align your services to those outcomes.
Look at your list of offerings. Could a client easily connect each one to a result they care about? Rename or reframe services if they sound too abstract. (For example, swap “Leadership Coaching Program” with “Coaching for Leaders Navigating Change.”)

3. Practice saying it out loud.
Test your new outcome statements in real conversations. Notice if people lean in, ask questions, or connect with what you’re saying. If they look confused, refine. The more natural and conversational it feels, the more effective it will be.

Clients need to understand—quickly and clearly—why your work matters to them. And when you can confidently articulate your unique value in a way that connects to outcomes, everything else in business development gets easier.

Because clarity isn’t just good marketing. It’s what turns conversations into opportunities—and opportunities into impact.

Catherine Germinario