Exclusivity Is The Key

Let me share with you a way you could double your prices and still get more referrals than you do now.nnBut first... where do you go when you're ill? n nIf you're like me then you probably go to your local doctor (also known as a GP, or general practitioner, in Australia) when it's your run of the mill sickness. And while a lot of people build up a relationship with their GP after going for some time, it is becoming more common these days to simply visit the local Medical Centre and see any Doctor who happens to be available at the time.nnBut what happens when it's serious? n nWhat happens if you think you've got skin cancer, or a brain tumour or some kind of major stomach bug. More likely than not you will go and see a specialist. You'll visit a dermatologist, or a neurologist, or a gastroenterologist. And if you don't go and see one straight away, chances are your GP will refer you to one soon enough.nnWhy see a specialist and not a generalist?nnBecause you trust that they know what they are talking about in the area you are concerned about. Because you know they will be up to date with the latest research and ideas in that area. Because they will know exactly what you are talking about, and more than likely know how to solve your problem.nnSo are you a generalist (someone that can help anyone) or a specialist (someone that can help a particular group of people)?nOn the surface most people think that it's better to be a generalist - after all then anyone can come to you - you're not cutting anyone out of your list of customers. But let's look at it a little deeper.nn• As a specialist people get referred to you by generalists. n• As a specialist you are much more likely to get people through word of mouth (if someone said to you 'I've got a really bad allergy' and you'd recently seen an allergist you would immediately think to refer them on).n• As a specialist you can be paid two, three, four or more times as much for spending the same amount of time with a patient as a generalist can.n• As a specialist you don't need to know it all, you just need to know/do a few things really well.n• As a specialist you only need to deal in an area you love to work in (if you love working with kids then you become a paediatrician) nnThere's nothing wrong with being a generalist, but being a specialist makes a lot of things that much easier. If you think of specialising as really including some people, rather than excluding others, then it may sit easier with you.n nLeap 'n' Bound: Are you currently serving anyone and everyone with your product or service? If you could work with or sell to a group of people that you absolutely loved - who would it be? If you decided to serve just this one group, what changes could you make that would make it easier for them to buy from you?n