It’s Not a Pricing Problem, It’s a Positioning Problem

In this episode of the EVOLVE Talent & HR Show, Anna Morgan sits down with Kim Henderson, VP of Training at Cobalt Compass, for a candid conversation about pricing, positioning, specialization, visibility, and building stronger relationships with clients. Kim shares lessons from her career about what happens when staffing providers compete primarily on price—and why the better strategy is to clearly communicate the unique value, expertise, and business problems you can solve.

Anna and Kim unpack how to identify your ideal client, use your past business data to uncover your niche, and move beyond transactional sales conversations. They discuss the importance of asking better questions, understanding the larger business behind a hiring request, adding value before asking for the sale, and building visibility through LinkedIn, content, community, and meaningful connections. They also explore AI, adaptability, and the future of recruiting, along with how conferences and professional communities can accelerate learning, credibility, and business development.

In this episode, you'll learn:

• Why pricing is often a positioning problem—not a pricing problem

• How to identify your niche and ideal client

• Why “great service” isn't enough to differentiate your business

• How to sell value instead of defending your price

• Ways to add value before asking for the sale

• Why visibility and consistent LinkedIn presence matter

• How AI is changing recruiting and why adaptability matters

• How to choose conferences and communities that actually create value

• Why sales and marketing need to work together

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