Whose advice would you more value: a world class heart surgeon that talked about diet, or a family practice doctor who talked about diet.
I’ll betcha you’re going to say the World Class Heart Surgeon.
People want to deal with experts, not dabblers.
So, let’s keep moving with this: most small businesses are loathe to branch out, they are unwilling to be about anything because they want to not get ‘pigeon holed.’ That’s one of the easiest mistakes to get into. We’ve all encountered the Insurance guy who sells Real Estate, MLM and personal training “on the side”. The man might be affable, but the truth is this: people would rather do business with someone that presents himself as a world class expert in one area than a guy that does a little of everything.
Mercedes is a better brand than Ford. You know that a Mercedes is luxury. A Ford–as Al Reis famously said–is a Cheap, Expensive, Fast, Economical, Large, Small, Car Truck or Van. Get specific.
Then, once you’ve demonstrated–one on one–how good you are, you’ll have credibility. You might be the area Real Estate Expert in one area. You might also be fearful that you need to branch out. But, as the area expert, you will have more impact when you tell someone that they could live in an adjacent or nearby community. You can sell that house to them and they will believe you much more than someone that ‘generally covers the area.’ If you take the time to acquire and present expertise in one area…you’re believable.
So become something. Be the world class community expert. Take the time to make it work. You’ll be rewarded–and compensated–like the expert you become.
