Don t Try to Be Everything to Everyone
If You're Everything to Everyone. .. You Won't Be Hired In just about every workshop I do, I talk about the three things anyone offering a service needs to know about his or her practice or business: (1) What are you offering/selling (2) To whom are you offering it, and (3) Why will they buy it from you. In this article, I'd like to address the second point: To whom are you offering/selling your services? Become a Specialist The wrong answer to this question is "I offer my services to everyone." Lawyers who tell me they are general practitioners, financial advisors and coaches who tell me that they help (all) people reach (all of) their personal, career or financial goals, and entrepreneurs who tell me that just about anyone can use their services, do not understand a critical truth about 21st Century business-clients want to work with experts and specialists. ...
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