How A Transformation Consultant Fixed Her USP And 20X’d Her Sales Revenue
Theory
Most people major in minor things.
—Dan Kennedy
Most businesses struggle to start genuine conversations with their ideal clients. Furthermore, they struggle to scale because they fail to solve painful problems that people are willing to pay for.
People love investing in solutions they actually need. The secret to growth is not forcing your product into the market with brute force alone — it’s about crafting a clear, compelling unique selling proposition (USP) that acts as a natural conversation starter.
When a business truly understands their ideal client and what problem they solves for them, they can create a message that resonates immediately. This USP becomes your hook, making it easy to begin authentic conversations, either by reaching out in a way that feels natural or by having clients reach out to you first.
Application & Results
I worked with a consultant who specializes in corporate culture transformation. She had deep expertise and a strong track record but was struggling to generate consistent, high-quality conversations with decision makers.
Her existing network and inbound interest were limited, and she found cold outreach exhausting and ineffective. Worst of all, she was massively undercharging and attracting clientele that didn’t match her competence and ambition.
Here’s a snapshot of her situation:
Experienced consultant (20+ years in corporate) focused on corporate culture and organizational change
Relied primarily on referrals and sporadic inbound leads
Lacked a clear USP to explain how she could actually help
Had little confidence or consistency in starting new conversations
Wanted a way to build momentum without spamming messages, posts, or cold calls
Was charging <$500 per client
Together, I helped her identify her ideal client profile: HR leaders and executives at mid-sized tech companies undergoing rapid growth. Then, we worked on distilling her expertise and results into a single, powerful USP focused on how she helped companies accelerate cultural transformation to reduce employee churn and increase productivity.
With that USP in hand, she was empowered to speak to clientele that aligned with her experience and expertise:
Sharing tailored insights addressing the pain points of high turnover and cultural misalignment via stories and hard data
Opening conversations with curiosity about their unique challenges
Positioning herself as a trusted partner who could deliver measurable results
The impact was immediate and substantial:
Within just a few weeks she had signed her first five figure deal on her first try.
We implemented tools and strategies that could comfortably scale her to $240,000+ with only 1-3 new clients per month
USP Outcome
By crafting and owning a crystal-clear USP focused on accelerating culture transformation to reduce employee turnover by 20% within 12 months, she transformed her business. Instead of continuing to play small, she attracted decision makers eager to engage, and turned authentic conversations into a $240,000+ pipeline in under half a year.
The key was understanding exactly what problem she solved and exactly who she solved it for—everything begins with those two pieces.
Confidentiality Notice.
At MXW Group discretion is paramount. Names and events in these stories have been changed where necessary to protect the anonymity of our clients while preserving the spirit of their accomplishments.
About MXW Group.
MXW Group is a boutique advisory specializing in predictable revenue strategy. I partner with ambitious entrepreneurs to build safe, steady, & reliable revenue engines using proven principles, not overhyped fads. As a consultant (sales & marketing) and Fractional Chief Revenue Officer (CRO)), I work directly with founders to optimize their pricing, sales, positioning, client acquisition and retention.
