I met with the owner of a consulting organization this week
who described the services, specialties and experts he has
on staff. His company provides a wide range of marketing,
information technology, communication and management
services. It sounded very exciting, until I asked how many
clients he has.
He got quiet, and I knew the answer. He's losing money hand
over fist. He attracts lots of inquiries, submits lots of
proposals, gets "close" to making a sale, and then the
customers fade away.
By proposing too many solutions and offering too many
services, I suspect his prospects get confused about what
his firm actually does. In the end, they aren't sure and
they walk away.
Whether we are looking for a doctor, someone to repair our
car, or a stock broker, we want experts. We want to hire
someone who is the "best" at what they do, someone whose
focus, knowledge and reputation assures us of impeccable
service and one-stop solutions.
To build your business, pick your best strength. Focus on
the thing that is easiest, or the most interesting, or the
thing you are most passionate about, and emphasize it in
everything you do! More often than not, the thing you enjoy
the most, or the piece that appeals to your natural talent,
is precisely the strength that your competitors will never
match. Only you have your particular insight, education and
resources. Build on that! Brand it, advertise it, expand
it, and take it to the bank.
Do "your" thing, and do it better than anybody else on
earth. It will make you rich.
No comments:
Post a Comment