This is a conversation I have with consultants I coach all the time.
It’s a topic I’ve written and talked about on several occasions.
Positioning yourself as a specialist doesn’t put you in a corner. That’s a concern I hear all the time and it’s off the mark.
And it’s one of the biggest areas of misunderstanding for consultants.
The question I get is “do I need to specialize?”
My answer is YES, however, there’s more to it than that…
The Goal of Specialization
If your goal is to land more clients and you’re getting started in the consulting business, than yes, specialization will help you.
Why? Because once you’ve decided who your ideal clients are, what industry they are in and in what way you will help them – your marketing becomes more focused.
If you’re new to this business, or simply want to get more clients you need to market your services.
That means you must be clear on who to target your message to.
Let’s look at two examples…
In the first, a consultant wants to get clients. They don’t know who their ideal clients are and they haven’t decided what service offerings to focus on. They go do some networking. They try to get some speaking opportunities or write some blog posts.
In the second example, a consultant decides they will use their experience in online marketing to position themselves as an online marketing consultant. They will help companies to increase their online sales. Their ideal clients are e-commerce businesses. They write articles for e-commerce publications and speak at their associations. They go to events related to that topic.
Now, which consultant do you believe will see greater success?
Which will spend less money trying to reach their ideal clients? Continue Reading