I joined a group of business people for a networking group recently when I witnessed what sad occurrence. We had come to the time in the networking meeting for introductions. This is a time that many networking formats have when one by one each person takes a turn introducing themselves, the organization they represent, and what service or product they provide and what the ideal customer would be for them. I was enjoying this time and learning about what each person’s areas of specialization were when a young man stood up and said something that made me want to cry for him.
He stood up and introduced himself as being with a financial planning firm and procede to say, and I quote, “I really specialize in everything that has to do with investing”. Oh my, I thought. This is sad. This young man doesn’t understand that although his company may offer services and products in nearly every area of financial planning, they can’t certainly “specialize” in everything. Most of us are willing to provide services in many areas of our business, but all of us have a particular area of our company’s products or services that we are more proficient in than the others. That woud be your specialty. That is the type of area you should highlight when soliciting referals or when you meet someone who prompts your “elevator speach”.
Trying to solicit clientelle for every area of your business all in one place at one time is like hunting a moose with a shot gun. The small, random, lightweight, pellets don’t penetrate your target enough to score a kill. Saying you specialize in everything not only can’t be true, but is confusing to the person you’re trying to explain that to. Zero in your focus. Seek one or two certain types of client at a time. This will help you concentrate all of your firepower into a powerfull, large bullet with some penetrating power so that you can take down that moose.
