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Jack of All Trades or Master of Your Domain? Grow Faster Through Specialization

Orange Light Bulb cropped smallerWhen growing your book of business, it’s a natural instinct to leave no stone unturned. You don’t want to lose out on any potential new clients, so seeking opportunity across a broad spectrum of industries seems like the obvious path. Who doesn’t want to keep their options open?

But a broad, unfocused approach to business outreach efforts may not produce the best results and can be a waste of your marketing dollars. To make your outreach more effective, consider specializing in a specific industry and capitalize on the knowledge and connections you build there.

If your business offers services to multiple industries, you don't necessarily need to give those up. But when it comes to your outreach efforts and building new business going forward, it's wise to focus on a particular area.

Create a Niche

Separating yourself from the rest of the herd is important, and one of the most powerful ways to do that is to create a niche in a very specific target market.

You can start by focusing on an industry and exploring how your business can serve them. For example, if you are a business consulting firm or a corporate transactional attorney, the sky is the limit in terms of what kind of businesses you can serve. But if you pick one specific area, like fashion or food and beverage, you will start to build a network. At the same time, you’ll learn the ins and outs of what players in fashion or food and beverage worlds need.

When it comes time to choose networking events or conferences to attend, consistently choose the ones that focus on your industry of choice. You are much better off going to three or four food and beverage conferences then picking the same number of events that each serves a different industry.

Become a Part of a Community to Build Trust

When you focus your outreach in just one area, over time you will start to build both relationships and a solid reputation as someone who “knows the industry.” It takes just one solid business relationship in your industry of choice to start the referral engine going.

The longer you work serving your chosen industry, the more you will build trust among those that come into contact with you there. If you had pursued a more scattered approach across multiple industries, it would take much longer to build this level of trust, even if ALL your clients loved your work. If you’re being referred to a potential client, isn’t a referral from a client in the same industry far more powerful?  

Need to Know More About Specializing Your Business Outreach?

Want to take it a step further with your business outreach? There are a number of other strategies to keep you top of mind as an expert in your field. Feel free to give me a call at 310.529.6601. I'll be happy to show you how to take your business to the next level with marketing strategies that hit the sweet spot with your target clients.