How we fixed the positioning of a Sales Expert who was invisible to his own market.
The Context
We worked with a freelance High-Ticket Closer. The irony was painful: He was incredible at closing deals for other companies, but terrible at selling himself.
He was suffering from "The Cobbler's Children Syndrome."
The Problem: He relied entirely on referrals. He had no control over his income.
The Profile: His LinkedIn looked like a resume ("Open to work," "Experienced Sales Rep"). It screamed "Employee," not "Expert."
The Pain: He told us, "I help others get clients, but I have no idea how to market myself."
He needed to stop looking like a commodity freelancer and start looking like a high-value asset.
What we actually changed
We didn't teach him how to sell (he already knew that). We taught him how to package that skill.
1. We fixed the Positioning (Commodity vs. Asset) A "Freelance Sales Rep" is an expense. A "High-Ticket Closer" is an investment. We shifted his messaging.
Old Pitch: "I am available for sales projects."
New Pitch: "I help B2B coaches add €50k/month in revenue by fixing their closing rate." Suddenly, he wasn't asking for a job; he was offering a revenue upgrade.
2. The Profile as a Landing Page We treated his LinkedIn profile like a sales page.
Headline: We removed "Freelancer" and replaced it with his specific outcome.
About Section: We deleted the corporate buzzwords and replaced them with his track record (Sales numbers, industries dominated, specific wins).
Visuals: We made him look like a peer to the CEOs he wanted to work with, not a subordinate.
3. The "War Stories" Content Strategy He didn't know what to post. We gave him a simple framework: Share the scars. Instead of posting generic "Sales Tips," we told him to share stories of deals he lost, deals he saved, and the psychology behind them. This proved his expertise without him having to brag.
The Result
The shift happened fast because the substance was already there; the packaging was just wrong.
Inbound Leads: Companies started approaching him because his profile promised a specific result.
Higher Rates: Because he positioned himself as an expert, he could negotiate better commission structures.
Confidence: He finally felt like his online presence matched his actual skill level.
🛠️ Steal This System (How to do it yourself)
If you are a freelancer or consultant, check your own positioning today:
The "Expense vs. Investment" Test: Look at your headline. Does it sound like something I have to pay for (e.g., "Graphic Designer"), or something that makes me money (e.g., "Converting Traffic into Buyers")?
Stop posting "Tips": Everyone posts tips. AI posts tips. Real experts post experiences. Share a story about a client project that went wrong and how you fixed it. That builds 10x more trust.
Eat your own dog food: If you sell sales, you must be good at selling yourself. If you sell design, your site must be beautiful. Your own business is your best case study.
🚀 Ready to Install This Engine?
You can try to build this infrastructure yourself using the tips above. Or, we can audit your current setup and map out a custom installation plan for you.
Don't want to book a call yet? In Step 2, we talked about rewriting the profile to fix positioning. You can download the exact AI protocol we used to do that here:
