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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  February 24, 2015

Strategy Drives Growth

In a previous post, I drilled down on how self-made billionaires approach risk. Let’s go to a real-life example of that dynamic in action.

Enter one Steve Bedwell. Started out as a popular doctor in a UK teaching hospital. Left that and became a magician, good enough to teach others. Branched out into the speaking business, first as an entertaining motivational speaker. Started low-fee at first. Came to me when he wanted to raise his fees.

What my analysis showed: what got him into speaking wasn’t going to keep him there. Magic in a vacuum kept his fees low. Killer message first, with just a little magic to demonstrate his points raised the value of his program. Which then raised his fee. Sevenfold. That’s right: he skipped several fee categories because high-fee buyers needed his message.

Fast forward a few years: it was time for another big jump. I showed Steve how to take his now-popular platform into a new and bigger market: ongoing training and workshops for larger organizations. Because his market strategy was sustainable, the transition was smoother than most. And the results were quick: first contract was six figures.

Moral of the story: strategy can drive big growth. But only if you are willing to make the bold move.

Click here to listen to Steve tell his story.

 

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About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.