Let me ask you ask a question. If you wanted to have a great cup of coffee for breakfast, would you rather go to McDonald’s or Starbucks? I know both of them sell coffee, but which one should be the best choice? I bet your answer would be Starbucks. That’s right. Because selling great coffee is their area of specialization. It’s who they are and it’s what they do.
Starbucks have positioned themselves as the coffee experts, so even though Starbucks’ coffee is more expensive than McDonald’s, yet people are still willing to pay more money to Starbucks because they believe that they are getting the best coffee directly from the coffee experts. Now you might do not care about the cost of a cup of coffee. Well you should if you want to learn how to make more money with less effort.
We are living in a world where there are 300,000 books published each year and one simple keyword search instantly gives you results of more than 1 million sites to choose from. It is safe to say that information is abundantly available on the internet nowadays.
As a matter of fact, people are blasted with too much information every single day. Rapid development in broadband technology has made the internet as the source of providing information to anyone easily. If you have your own business or company, all you have to do is put up a company website to let others know about your presence. However, the problem lies when you compete with hundreds or even thousands of other people for grabbing the attention of the same customers.
However, your customers only have limited amount of attention to give to the abundance of information available to them. So they tend to skip from site to site as quickly as possible in hopes of visiting as many sites as possible. Experts have said that you only have less than 1 minute to grab their attention. At this time, they do not know who they should trust to provide the best and most accurate information.
So your objective is to grab their attention right away and make them trust YOU. In order to establish the trust factor, you need to become an expert and a known authority in your field or industry. People pay attention to you and listen to what you have to say when you demonstrate that you have a specific knowledge in a specific area of specialization.
However, beware that you cannot be an expert in almost all the field. You will need to narrow down your skills and experience to a specific field and establish the authority power in that field only. Now you must be questioning why I cannot be good at almost anything that I do. Focus is an important key factor to become successful in a business. The more specific and focused you are, the greater your chances of success in your business.
I am sure many of you have heard about FedEx. They specialize in package delivery field. But did you know what they lost nearly 30 million dollars in their first two years of business? It is because they tried to be great in three areas of service: overnight, 2-day and 3-day delivery. People just didn’t pay attention to them during that time. But once they have refined their focus to only overnight delivery and positioned themselves in that field, they captured the attention from people who needed a package to be delivered in overnight period. Now everyone knows FedEx as the solution that guarantees overnight delivery for your packages. They are not the only one who has succeeded in becoming experts in their field. You might be familiar with some of the businesses that are able to grab your attention:
- Pizza- Dominos
- Smart phones- Apple
- Coffee- Starbucks
- Shoes- Nike
So now ask yourself, what YOU are known for in your industry. Everyone is an expert at something. List out what can you be the expert at to become an instant authority in your industry. Take the time necessary to position yourself as the go-to-guy in your industry and when you do that your customers will start coming to you!