Specialize or go "All In"?

You are going to get alot of different answers from different points of views. But I started as a jack of all trades and now only offer what I enjoy doing. I only offer wordpress blog set up, video marketing, Google Results SEM, Some basic social media, and consult the rest.

I am able to better focus my time and energy and enjoy the process.

Be a RockStar In Your Business,
& In Your Life!

Dr. Dan

I will go in with simple ideas, such as an analysis of their web site structure, and also a performance analysis of their site based on keywords etc. Of course I really don't know anything about them as compared to what they know about what they want to do in the future.

If you understand the power of QR codes for example, you can't help but connect that with the customer in how they communicate their needs. It's usually after the initial meeting, and when I am thinking of proposals where I will outline a basic concept, then show them a more advanced way and even a third option that could really WOW them.

So as long as you are going into the initial appointment with the idea that you just want to know what their needs and wants are, then keeping it simple is best. The ideas of upsells should present themselves and its up to you to be able to connect the dots and provide the solution. I have rarely had the kind of success one would like by throwing out a "menu" and just seeing how they "react" (not that this is what you are thinking of doing). But trusting that you know what greater options are and know that you will find the best fit for your client will win out most of the time.

Again, I think at first if you want to "sell" anything, it should be that you are an expert and that expertise is "the web", then concentrate on finding out what it is that drives your customer.

Now if someone asks "So what do you know about QR codes - I heard a buddy of mine mention them?" just turn it back into a question and dig deeper. "There are several, amazing opportunities with that kind of thing - they connect your customer to your brand virtually anywhere a camera or scanner is; where do your customers tend to be when they are thinking about your service and where would you like to be?"

That is of course open and vague; but the point is to get your customer talking more about where QR codes need to be placed (Live stickers or digital versions). If you tell them its just a link that you can use with a mobile device. The conversations can end just as short "Oh yeah, that's what I thought."

Just like a copywriter will actually get their job done by the client creating all the content in an interview, you create the job and needs by prodding those needs out of the client. Of which I got my teeth cut asking about content and copy btw. You sign them up for a web site and then ask for their copy and suddenly the conversation goes DEAD; and the whole thing turns into an 8th grade book report. Same thing with new features and new tech that they can really use, but if they knew how to use they already would be.

So that really brings up the level of complexity to the upsells and the cross sells. Simple things I tend to just NOTE as "included added value" and complex items I try to get them to understand by kind of making them explain it to me; the needs and the wants.

Hope that helps,

Grin

I would say that offering a broad variety of services will really increase your income. You can always outsource anything that you don't want to do. Usually businesses would prefer working with one firm, then going all over the place for different types of services.
They want their website guy to be doing their SEO, social marketing, mobile sites, etc. IF they have a different guy for each thing, it would make it hard to manage.

Right now I'm working on a plan and offering 30 to 60 second promo videos that I'll post on their websites, youtube, and other video sites.

I would say Go ALL In with different package they can choose or customize with to maximize business site potentials. I personally one stop service seems to work better in this day of age.

this really is informative stuff. I'm only starting out but the advise i keep getting is to focus on a niche and also probably learn one or two others on the side. but to specialise.

try talking to them about their business, discovering what they need , what will work best for them, then guess what, thats what you do , if you CAN do it all (or outsource it properly) then why only promote you can do ABC, when they are looking for GHI , you miss out . Be more generic when explaining what you offer, benefits laden , results driven rather than specific methods of achieving - more targetted buying visitors to your site, FB page, etc , increased exposure on Google , effective promotional messages delivered directly to your ready to buy pospects and clients VDU etc rather than saying we do SEO, Places, Articles, Video, etc

I provide dozens of marketing strategies (outsource most) but I specialise in only 2 which is past customer reactivation and Joint Ventures.

80% of my profits and my clients profits come from those 2 strategies, using the good old 80/20 rule I now focus mainly on these 2 strategies. (much less work for me with almost the same payoff)

After being in "Sales" for over forty years, I find that I don't really
sell anything anymore. I try to help a limited number of local
business people find what they are looking for. Some I create myself,
some I outsource. The over-riding concern is "What the client wants".

Hugh

Who says you have to be a Jack-of-all-trades?
Rather than worry about all the different marketing methods, why not specialize in outsourcing any and all?

Granted, you could always specialize in 1 area and outsource what you're not as skilled or knowledgeable in.

To quote Public Enemy

I have been moving away from the jack of all trades. I can charge more and do less. I am only taking on clients that are easy for me to set up now and make me a monthly residual check on auto-pilot. That is all I am doing after spending the last year chasing paychecks and trying to do it all. I just collected a $1,800 paypal payment last night for something that will only take me about 2-3 hours to complete at most!

Think of it like this, who makes more money? a doctor practicing general medicine? or a heart surgeon? Obviously the heart surgeon. Because he is the best at 1 thing and can charge more because of it. The doctors practicing general medicine are almost a dime a dozen. Be the specialist!

Be a RockStar In Your Business,
& In Your Life!

Dr. Dan