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.
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.
Thanks to Philip E. Humbert, PhD, President of Resources for Success!™ and The Philip E. Humbert Group, Inc.
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