Financial Services, Speaker and Coach

This morning I was talking to a new friend from Milwaukee named Rochelle Lamm. Rochelle has been at some of the highest levels of the investment business over the last four decades (I hope I don’t get yelled at for making that statement!)

We were discussing how [tag]salespeople[/tag] need to focus, not try to be all things to all people, and truly establish an expertise within their industry. When I started in sales in the mid-1970’s, (there Rochelle…four decades for me, too) I would take any and all business that came my way. It helped me to get clients, but my business and my clients would have been better served had I pursued an area of expertise. Rochelle gave me an excellent example of this type of focus upon a market segment. Rochelle has just moved into a new home. One of the challenges of a move for her is her piano. You don’t want to let just any moving company move your piano!

Walsh Piano and Moving in Milwaukee, WI was founded in the early 1900’s. Notice the word “Piano” comes before the word “Moving.” They have FOCUS. Today the company is run by the grandson of the founder. When the grandfather started the company, they built their business upon the care and expertise needed to move…pianos! That has continued to this day, and by delivering excellent service, keeping their promises, and maintaining relationships with previous customers they do a significant amount of repeat business. For example, this is the FOURTH TIME they have moved Rochelle’s piano.

How thin can you make your area of expertise? By developing specialized knowledge that provides meaningful value to your customers, you will develop a reputation as someone to do business with in your industry. When your clients and prospects are asked, “When you think of (YOUR NAME) you think of ‘X’?” what do you want “X” to be? Of course, when they think of your product or service you want them to think of you, but in addition, what is that something extra, something special for which you want to be known? Answer that question, and tell the world, and keep your promises, and you will own your corner of the business.

Good selling!