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If
you had a heart attack, would you rather consult with a general practitioner or
a heart specialist? Why/? Because “heart specialist” says , “I know all
about YOUR problem”.
….and
aren’t those the words we all want to hear? Most
other professionals position themselves as specialists. Doctors do it. Lawyers
do it. Dentists do it.
Even chefs, landscapers, decorators and CPA's specialize in one segment
of the market that they know inside out. They
become a knowledgeable resource and the ultimate expert in their field.
And everyone likes to work with an expert. In
this age of finely tuned niche marketing, I find surprisingly few professionals
who position themselves as specialists. You
are a professional….something. I'm
sure there is something that you do better than most other professionals in your
industry. What is it? And how do
you get the word out? Let's
start with, "What is it?" Which
customers do you like to work with best? When
and where are you most effective? Is
there a particular product that you could sell and talk about all day long? Examples:
If you are bi-lingual, you might position yourself as the (butcher,
baker, candle stick maker) who specializes in the .....(ethnic) community.
Most things are tough enough to understand in your native language!
If English was not my first language, I'd really appreciate having
someone explain things to me in my mother tongue! Do
you love working with people who have never used the service or product you
offer before? Does that bring out
the nurturer, the teacher, or the counselor in you? Position yourself as the First Time ______ Specialist!
Do you remember getting your first _________?
I do! I remember the first time I did many things and it was usually
tough. No one wanted to take the time to explain all the details to
me; the upside, the downside, or the pitfalls.. Are
you really good at some special segment of your business? That takes a certain amount of experience and expertise
that not everyone has. The mortgage
industry with their unprecedented low rates are a wonderful example.
The public is frustrated because no one has time to tell them what is
going on! Good loans are being rejected because an amateur doesn’t know the
ropes. For the mortgage industry,
this is the time to talk about, “10 years of lending experience specializing
in jumbo loans.” Web
site designers who can communicate well can position themselves as a specialist
who, “Works well with business people on their first web site.” Retail
folks who have good customer service can say, “We take the time to answer your
questions and make sure you get what you need the first time.” A
coach who only works with entrepreneurs might say, “I specialize in helping
entrepreneurs build their businesses.” Once
you figure out what your specialty is, add that catchy phrase to your business
card, write a couple of press releases and start giving talks at civic, social
and service clubs to let people know what you do and how good you are. Now
isn't that special? |
