One mistake a lot of people make is not getting specific enough with the choices they give to their clients. The common belief is that the more choices there are for clients, the better. That common belief is no longer true in a world that is dominated by Google. There are some businesses that have few choices, and those are the businesses that are starting to gain more momentum. Here’s why:
- The businesses with more specific choices are trading quantity for quality. Having fewer choices means that a business can do a better job with the choices they have versus being mediocre at many things.
- Quality clients over quantity clients. More clients is not necessarily better, and this will allow you to narrow down your clients. Narrowing down your clients will allow you to easily find your quality clients.
- Google search has changed the way we use internet. Blog posts are all over the web. There is a lot of content on the web, and that content can satisfy the needs of customers. Asking your client what they need help with is no longer effective. A Google search will answer their needs. Telling your clients that you only provide help for A, B, and C will allow you to get more clients. The best way to get more clients is to have your business fit into a subniche that satisfies the needs of enough people. It is better to have a close-knit community of 1,000 than a million scattered clients who won’t hesitate to use the Google search instead of buying one of your products or services.
Google has dominated the web, and that is unlikely to change anytime soon. In order to build a successful business, you can’t ask clients what they want. A Google search will get them what they want. You need to give your clients specific options so you get the best clients, be at your best for those clients, and make sure a Google search won’t be the different between a sale and a missed opportunity.
Very Insightful. I would add that you listen to the customer because they will give you clues of what they need without you asking. This will allow you to provide options that fit their needs.
Marc Guberti says
I agree Chris. Many people are so focused on creating new things that please customers that they forget to listen to their customers. Good leaders need to take action, but they also need to be good listeners.