How to Determine Your Focus! (You Know-Your Niche.)
“Differentiate yourself. Why are you different? What’s important about you? Why does the customer need you?” Sara Blakely, American billionaire businesswoman
You pick-up the phone and hear,
“I was referred to you. I understand you are the expert, the Go-To-Person. I believe you might be able to help me.”
As you listen your face lights up. You get off the phone. You are ecstatic. The person who called understood your focus, that one thing for which are known and the person who referred you understood your expertise. That is GREAT!
Has this ever happened to you? I have and it is a great feeling.
Determining your focus requires self-reflecting, assessing, and evaluating you in three areas — Understand You, Build on You, and Demand and Desire.
But before I discuss each in more detail, let me clarify FOCUS.
Focus is the why and what for your business, the foundation. Think about the foundation, the base, of a house. Getting the foundation right occurs before a builder can add the frame, roof, and windows. If the foundation is not properly set, the overall structure is weakened.
The same holds true when establishing a consultancy. You want ensure the foundation, your focus, is solid because it impacts just about every major decision you make within your business starting with how you define and find an ideal client to engaging with and building long-term client relationships. Clarity as to your focus helps you find people who want to work with you and for whom you want to serve.
Get you focus right and you can soar. Get it wrong and it is very possible you will struggle or even fail.
Jack of All Trades but Master of None
When I started my own business, my focus was too board. I was considered the Jack of all Trades, the Master of None. I heard comments such as you have a great business plan; with your experience and expertise you wouldn’t have any problems; and you might want…