Be a Specialist

Each of us is proud of being unique. That applies to your customers, too. Any customer believes that the problems or needs he or she has are unique. If you speak to the unique nature of customers’ needs, they will gladly do business with you.

Many small businesses make the mistake of trying to be all things to all people. Instead, focus on provided specialized services to a targeted group of customers.

Imagine that you are looking for an accountant for your direct sales business. Any competent accountant can probably do a good job for you. However, would you select “any” accountant, or one who says she “specializes in taxes for direct sales businesses”? Right. You would go with the one who seems to have a better understanding of your business and the special issues you face.

You may think that specialization means that you will have fewer customers. After all, fewer people will have the need for your specialized services. (The same applies to products.) However, you may get a much larger percentage of the smaller market.

The advantages of specialization can include:

More effective targeting. If you are trying to sell to “everyone,” it can be expensive and time-consuming. On the other hand, if you are trying to sell to senior citizens, you can market through groups, publications, Web sites and other avenues of interest to seniors.

Greater ease in attracting customers as you establish yourself as an expert in your specialized market. You will be seen as the “go to” person in your field.

The ability to charge a premium price. As the recognized expert, you may be able to charge higher prices.

Consider capturing a large part of a small market instead of a small part of a large market and watch your business grow.


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