As business owners, we want to be specialists.  Maybe you are a mechanic, and you specialize in Ford Trucks.  You have big dreams of becoming the renowned Ford Truck mechanic in your area.

Then it comes time to pay the bills, and your plan isn’t working so great.  It turns out, there aren’t that many Ford Trucks in your area.  So, in an effort to keep the specialization image, you simply add a few other vehicles.  Then a few more.  Before you know it, you are “specializing” in every vehicle.  You no longer specialize in anything at all, you are now just another mechanic.

It’s a trap many if not most small business owners fall into.  After all, you are just trying to figure out how to make enough money.

What’s the moral of the story?  First and foremost, do your market research ahead of time.  For instance, figure out approximately how many people drive Ford Trucks, and figure out what percentage of them would have to come to you for maintenance to make it worth your while.

The other solution would be to market to the right people.  Broaden your range and try to reach every Ford Truck driver around.  You would have to somehow convince them it would be worth their time to drive all the way to you for the repairs.

Specialties are great.  You can make boatloads of money if you are really good at what you do and you are an effective marketer.  Remember, though, if you are a business consultant that specializes in dental offices, you had better know as much as possible about every dental office in your market.  Just because you write your specialty next to a bullet on your shingle doesn’t mean the customers will start walking through your door. 

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