In our experience many professional consultants make three strategic mistakes that stunt their growth.
- Thinking you can provide value to “everyone” in your broad market. You can’t.
- Not narrowing down the issues you can solve.
- Not having a marketing system and sales methodology which attracts and converts your ideal prospects into clients.
Let’s start with your market.
The old saying applies, “If you try to please everyone, you please no one”.
If I were to ask you who you served best, if you said everyone, I’d challenge you to reconsider.
I’d say that to succeed you must niche down your potential target market and concentrate in defined areas.
Most business owners when hearing this react adversely – mainly through fear. They think that niching down and narrowing the potential prospect list will mean there will be less business to be had.
The opposite is true.
Narrowing the market will allow you to target prospects specifically with a marketing message that resonates exactly with their pains, frustrations, hopes and desires.
You attract exactly the people you want while repelling the rest who aren’t a good fit.
We’re all constrained by time, money and resources.
Qualifying out as much as qualifying in will save you a lot of each by not having to deal with people who won’t be good prospects for your business.
Narrow down the issues you solve.
I know you could solve lots of different issues in your field. But you can’t be an expert in all of them.
Put another way, would you expect your local Chinese restaurant to also do Italian? A decent chef probably could, but would you trust it?
Narrowing down and specialising allows you to add far more value, differentiating yourself and attracting premium pricing.
And finally, most professional consultants are just that. Professional consultants who’ve never been taught how to market and sell their services.
The reality is unless you get good at both marketing and selling, you’ll never serve all the people who could benefit from your expertise.
Which means both you and they lose out.
Now knowing and doing are two very different things. And more often than not, we’re too close to our own stuff.
Remember, time is the only resource that is not renewable and you never get back. So don’t waste it!
If you’re not happy with where you’re at, and want to accelerate your results, our mindset, business strategy, marketing and sales mentoring and coaching will help you achieve your business and personal goals.
Contact Rashid on 0414 913 334 for a confidential exploration.
