What is your specialization as a consultant?

Career & Salary

"In a seminar I was told that I should present myself with my IT consultancy as a specialist in a topic. Then I would be more successful. However, the wishes of my customers are so different that I don't know what to specialize in. I want to do not lose any customers. What can I do to give my advice more profile without scaring off customers? "

Consultant with a tray or specialist?

Bernhard Kuntz, Managing Director of Profilberater GmbH, Darmstadt, replies: "Saying yes to something always means saying no to something else. Behind this is the fear: If I don't present myself as a (almost) all-rounder, then I speak to fewer customers However, hardly anyone asks the other way round: How many potential customers am I not addressing with my website or with my advertising letters, for example, precisely because I present myself as a vendor's tray?

A sharp profile is very important, especially in hotly contested markets. Because then I have to give the potential customers arguments why they should choose me. So I advise you to ask yourself: What can I / my company do better than the competition? When you have found an answer, design your external presentation, e.g. your website, so that it is immediately recognizable to every visitor: This is a specialist for ...

Put aside your fear that you will lose customers in such a self-presentation. Because when you specialize or, more precisely, position yourself, the question is: How am I most likely to attract new customers? And your regular customers? They know your performance. That is why they remain loyal to you, no matter how you present yourself - provided that your performance is right. "

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