The age of the generalist is gone. Sell more by narrowing your offerings. It works.

by Joanne Black

For some salespeople, specifically describing their Ideal Client feels confining; as if they’re leaving good business on the table. We often think that if we don’t mention everything we offer, we’ll miss a sale. The opposite is true. The more specific we are, the more quickly we become known as the expert in a particular industry or discipline.

Be the Expert
Clients buy expertise, not one-size-fits-all. If and when they decide to spend money, they choose the company that delivers results. Basically, they are accountable, and their job is on the line. So clearly describe your work and the results that clients attain. Be specific, targeted, and concise, and clients will seek you out.

Define Your Ideal Client
How do you gain a reputation for your expertise? Create a crisp profile of your Ideal Client so people understand exactly who you want to meet. These Ideal Clients are those you want to serve and the ones you will bend head over heels for. Think of yourself as a sketch artist: the more color, lines, and detail you present, the easier it will be for others to recognize and identify with your Ideal Client and refer them to you.

When it comes to clients, quality trumps quantity. Get and keep the right clients—those who produce the revenue and profits you want, and refer us readily to others just like themselves. You are no longer the generalist. Your reputation as an expert precedes you. Soon, fewer qualified leads translate to more clients and more profitable business.

Your biggest challenge will be following up on all your great leads. Be the expert!