This is perhaps the hardest thing to do. When you are given the opportunity to tell people what you do you may think that you must tell them everything you do. After all, this is your one chance and we need to cast a wide net. We live in a multiple-choice society and everyone expects that you will have multiple offerings. And you should. However if you wish to be the top of mind choice, you must be known as a specialist in something.
In day-to-day networking efforts, you should focus your message toward a specific solution your prospective networking partners will be hoping to fill. It is important that you make it easy for your networking partners to think of you first when they hear someone has a need that you can solve.
You can own that top of mind position in your category by being consistent when you tell people what you do. People will bring you referrals based on the picture you draw for them of your client. Be sure to draw a picture of an ideal client. That way your networking partners will bring you more of what you want and less of what you don’t.
Resist the temptation to talk about what you do in a way that sounds like you want to sell everyone in the room your product or service. Specialists are rarely seen selling products and services. Specialists are problem solvers.
Above all else, keep to one thing. Gone are the days of generalists. When our foot hurts we see a podiatrist. When someone has a need that you can fill, you need to be known as the specialist.
Specialists command higher fees, have fewer unhappy clients, and subsequently do better work since they continue to hone their craft in a specific area. Of course you’ll have other offerings and you’ll do other things, but your specialty will provide you with a steady and reliable source of quality referrals.
Being able to provide good service, low prices, and fast turn around is essentially what everyone expects as a minimum qualification to do business. What you must do is provide something no one else does. That something is being a specialist.
