How to be Perceived as a Specialist

 Common sense tells us that specialists make more money than generalists. If you go to your family doctor (generalist) and she tells you that she has some concerns about your heart, your doctor will likely refer you to a heart specialist. Is there any question who makes more money – the family doctor or the heart specialist? The specialist almost always makes more money. A lot more money!

Specialization is happening everywhere today. This is particularly true for service companies (like yours) that primarily caters to affluent clients. When you market to the affluent, they want to have “that guy” or “that gal” in their phone to help them with any challenges they are having. And a specialist is always preferred to a generalist.

You can be a specialist to different markets or audiences, with each audience not even knowing about your different specialties. But you will likely want to tell them, as you ascend each of your clients to use as many services as possible that you offer.

You will always benefit from specialization. The greatest benefit is that you will magnetically attract prospects the more you are known to be a specialist in one service. You will also be able to increase the price of that service, as clients will pay more for a specialized service than a non-specialized service.

What service can you specialize in? Here are some ideas that I have coached my mastermind members to focus on:

• Comforters and other Bedding
• Wash, Dry, and Fold Laundry
• Laundered Shirts
• Alterations
• Commercial Laundry
• Wedding Gowns

Try to keep your focus narrow. Pick one or maybe two specialties, and then become the very best at that. I have chosen comforters since it has proven to be our best lead magnet, and our most scalable (and profitable) service. Plus every client and prospect has multiple comforters. 

Shoot me an email at [email protected] and let me know what you have chosen to specialize in. I will have valuable suggestions of how to position yourself and your specialty once you decide which one you are going to focus on. And make sure that all of your current clients and prospects know that you and your team can be trusted to offer the very highest expertise in that service.

Have a great week!

-Dave