27 Apr Clarifying Your Offerings for Bigger Profits & Your Dream Career
The other is more exclusive. In fact, the only thing they sell is chocolate. Belgian chocolate, Swiss chocolate, dark and milk chocolate, chocolate covered peanuts and chocolate flavored gummy bears. If it’s chocolate, they stock it. And if it’s not chocolate, you won’t find it on their shelves.
At first glance, you might think that the chocolate store is limiting itself. After all, there are lots of other things they could sell, right? The world is full of sweet treats that aren’t chocolate, and what about other items that complement candy, such as greeting cards and candy dishes?
The truth is, though, if you’re thinking the first store—the one that sells a little bit of everything—is the more business savvy of the two, you might be mistaken. Here’s why.
When you clarify and reduce your offerings to only those that closely match your business goals, you will be in a far better position to attract your ideal client. Not only that, but you’ll have customers lining up to pay a premium for your services.
It might appear at first glance that the store with everything has more traffic. That’s because they do. Remember, no matter what you want, you can almost always buy it there. But because they stock so much and must appeal to such a wide market, by necessity their prices are lower.
The specialty shop is different. They may have fewer customers, but the average client is far more loyal, spends more money per visit, and raves to her friends about the delicious treat she picked up this morning. The average client at the sell-everything store? A single rumor of a lower price at a new store across town, and he or she is gone without a backward glance.
What does this have to do with your business and career offerings? Everything.
As a business owner, it’s critical for you to know exactly what you want to provide, and to whom. If you simply create a hodgepodge of products with no clear direction and without a cohesive brand, you may make a few sales (especially if you work cheap) but you won’t gain a loyal following. You’ll be like that first store, always chasing after new customers, because the old ones keep wandering away in search of a better price.
If you are in search of a new career the same rules apply. Knowing what your unique skill set is and how you can quickly add value, will help the potential employer make a hiring decision quicker. Knowing that you fit the criteria for a specific leadership role and being able to tell the story of why you’re the best candidate all leads to the “sale” or in this case, the job offer.
Look at your virtual storefront or your actual brick & mortar storefront. Are your products all in keeping with your brand? Do they instantly tell a new visitor exactly what you do? Are they priced in line with your market?
Look at your CV and LinkedIn Profile. Does that one-pager & outline truly represent your unique abilities why your skills, experience, and competencies? Is your story so compelling that they can’t help but choose you for their unique job opportunity?
Don’t be afraid to take a hard look at your current offerings and get rid of those low-priced, fringe products that are diluting your brand. Focus on the core products and services, and work to make them better and more valuable, and before you know it, your brand will have a loyal following, too. As a candidate for your dream job offer, by highlighting your unique hard-to-find competencies you will undoubtedly stand out amongst the competition.