When Marketing Professional Services - Don’t Try to be All Things to All People
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As a professional solution provider do you try to “specialize” in everything? Or do you specialize with every person in your niche, providing the services each of them require? Let me explain.
Years ago a friend of mine, a multiple lines insurance agent, had what he thought was the opportunity of a lifetime. There was a gas station in his community, on the busiest street in the neighborhood - that had gone out of business. The owner of the property could not find another oil company to lease it so he cleaned up the site and began trying to lease the building as a bakery, pizza shop, or small retailer, anyone really.
