I don't like the term
"full-service." I have used it to describe my firm in the past,
but I don't use it anymore. Why?
I think describing
your business as "full-service" is a cop-out these days. The
age in which we live now allows for specialization like never before. Being all things to all people is exhausting and not nearly as profitable
as being focused on the ideal client and serving them like the expert you are.
Being full-service used to mean "I'll pump your gas, change your oil, check your tire pressure, and clean your windshield." What happened to those guys?
Digital, self-serve pumps happened. That little knob you push in your car that cleans your windshield happened. Quick Lube happened. Those businesses specialized and made more money being "special" to their ideal customer.
Being full-service used to mean "I'll pump your gas, change your oil, check your tire pressure, and clean your windshield." What happened to those guys?
Digital, self-serve pumps happened. That little knob you push in your car that cleans your windshield happened. Quick Lube happened. Those businesses specialized and made more money being "special" to their ideal customer.
The point is
this....as an entrepreneur of a successful company that's been around the block
a few times, you have the ability to make a product/provide a service that is
specific to your ideal client/customer and CHANGE THEIR LIVES. Do you
take advantage of that power? Most don't, because saying no to someone is
scary.
And let's face it....to specialize, you have to say no to others in order to say yes to the right type of work.
When you're starting out, you can't afford to be niche-focused because you need to eat and pay the bills. But what happens when you've been around and you've experienced success? Do you even realize when you became "successful"? (Sometimes the creep of success manifests itself in the problems you are having, not the money you are making... but this is another conversation.)
And let's face it....to specialize, you have to say no to others in order to say yes to the right type of work.
When you're starting out, you can't afford to be niche-focused because you need to eat and pay the bills. But what happens when you've been around and you've experienced success? Do you even realize when you became "successful"? (Sometimes the creep of success manifests itself in the problems you are having, not the money you are making... but this is another conversation.)
Full-service implies
you'll work for anyone with a pulse and a checkbook. Full-service doesn't
make you stand out. You now should know who your ideal clients are, and you should be able to focus on providing profitable, life-changing work for them.
Explore the freedom of specializing, and re-learn why you started your business in the first place.
Jason Fried talks about his decision to do less in order to do more. We really enjoyed this video. If you have 3 1/2 minutes, you probably will to! Check it out:
http://www.inc.com/jason-fried/inc-live-why-you-should-power-pivot-your-mission.html
Explore the freedom of specializing, and re-learn why you started your business in the first place.
Jason Fried talks about his decision to do less in order to do more. We really enjoyed this video. If you have 3 1/2 minutes, you probably will to! Check it out:
No comments:
Post a Comment