by Clay Marafiote
Here is an
article on Specialize Marketing.
There is no victory at bargain basement prices.
A lot of people (and companies) will pay more for a
specialized service. It's true. And you don't need to look very hard for examples -- they're everywhere.
Just the same, here's a "for instance": We all know that a general practitioner (MD) can make a pretty
good buck. But a doctor who specializes (like a brain surgeon) can earn tons more. And to take this example
a little further, the doctor who becomes one of the world's top authorities on... let's say, "frontal lobe
head injuries"... commands just about any price he/she wants.
Getting the picture? The point is, people who specialize and get known as an expert in their field can ask for and
get much higher fees, usually without their prospective customers flinching.
As a matter of fact, higher fees can play a big part in prospects perceiving someone (shouldn't it be you?) as
the ultimate expert.
Because customers want quality... and most professionals
are familiar with -- and place some credence in -- the old adage, "You get what you pay for."
Here's the thing: If you shirk your responsibility to create markets
for your salespeople, you do it at your own peril!
"But I have to take on all types of projects just to pay the rent!" you say.
No problem. Keep right on offering a wide variety of
services. But pick one that you do especially well and highlight it in your marketing. Then use testimonials
from customers, media, and other experts to show prospects you're one of the best.
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