One red flag that potential buyers tend to watch for in evaluating vendors is when a competitor contends that they have a “breadth of capabilities”. Most often than not that is perceived by the prospect as sounding like a “jack of all trades.”
Even if your firm (or your offering) has a comprehensive capability, consider the alternative way of positioning yourself as a specialist vs. a generalist. When someone asks me what kind of sales training our firm provides, I often respond with an answer like, “We are called most often when an organization has very large, strategic and highly competitive opportunities that they can’t afford to lose.” That doesn’t mean we don’t do many other things (negotiating skills, sales process design, account management, keynote speeches etc.) but it tends to communicate to the client that we are specialists (and this happens to be where we have the best reputation and the most client demand).
Another way to accomplish the same clarity in the client’s mind is to proactively refer business they may ask you to provide to other, non-competitive firms. For example, if a prospect of mine is interested in conducting a high volume of telephone-based win/loss reviews, I will explain that this is not our focus as a firm because there are great organizations that do this exclusively and I will connect them with one or two firms that specialize in this area.
In essence – focus on your sweet spot and be an expert in that!