| The customer is always right," says conventional | | | | love working on older cars and they've taken |
| wisdom, and I agree. The question is, what is the | | | | great care of our family vehicles for years." |
| customer right about, or more to the point for | | | | Compare with: "Call Martha Anderson. She's a |
| whom? When you're starting a business it is | | | | coach who works with all kinds of people to reach |
| tempting to offer a wide variety of services in an | | | | all sorts of goals." "You could try Nick's Auto |
| attempt to turn every prospect into a happy | | | | Repair. I know they work on a lot of cars." "John's |
| customer. Not only is this approach exhausting this | | | | uncle is a landscaper, but I don't know if he does |
| approach is risky for two reasons. | | | | residential projects." |
| First, if you promise services that are outside | | | | See the difference? If your friends tried to refer |
| your expertise you run a very high risk of turning | | | | business to you today, which kind of statement |
| a prospect into an unhappy customer and working | | | | are they likely to be making? The small difference |
| yourself to the bone. Secondly, if you make your | | | | in the above statements make all of the |
| offers too general, no one will be able to tell | | | | difference. Knowing and working from your |
| exactly what you do and no one will feel that | | | | strengths is an essential part of developing your |
| they are your ideal client. Instead try this. Base | | | | niche. Most likely, there are a number of ways in |
| your offer in your strengths and then get it in | | | | which your strengths could add value in the |
| front of the clients who need what you are best | | | | marketplace. |
| at. You will feel more genuine in your work. Do | | | | Therefore, developing a niche is a process of |
| this and you increase the odds that the people | | | | exploring several possibilities and gradually refining |
| who hire you will be happy with your work. You | | | | them. You might think about developing a niche as |
| also make it much, much easier for others to | | | | akin to planting a garden. You start by planting |
| refer people to you because they will know | | | | lots of seeds rather close together. As these |
| exactly what you do. | | | | germinate, you keep the strongest sprouts and |
| Consider these statements: "Sara Jones is just | | | | remove the others. As your garden grows, you |
| the person you need. She's a great accountant | | | | will continue to thin and prune until only the |
| with a good sense of humor, and she answers | | | | strongest and healthiest plants remain. Along the |
| her email within 24 hours. What's more, she | | | | way you give away or compost the seedlings and |
| specializes in accounting for micro-businesses and | | | | trimmings; nothing is lost. As you strengthen your |
| her staff will do your bookkeeping, too." "If you | | | | niche, you'll grow in integrity and confidence. With |
| are looking for a career coach, call John Mason. He | | | | time you'll know with certainty which customers |
| works with mid-level executives who want to | | | | are right for you and you'll attract more of them. |
| change industry." "Try Max's Auto Repair. They | | | | |