Are you too general in your business? Do you do some undescribed “work”? Does your store sell non descriptive “stuff”? Does your restaurant sell “food”? Do you provide some kind of general “service”? Probably not. You probably do very specific things, sell very specific products, prepare very specific food, and provide very detailed service, right? Do you tell your customers that? Do you project an image, with a level of specificity, that they can have confidence in?
You may have heard a philosophy that you shouldn’t be too specific about what you do, because it might intimidate the customer, or they might not understand what that means. Perhaps being specific might exclude some customers, because they don’t know the difference? That translates a lot to how you view your customer, and it’s not good.
The business of being in business is vast. There are many angles, theories, motives and goals, but all businesses need one thing: Customers. Customers won’t go to a place that they think either doesn’t know what they are doing, or thinks that the customer doesn’t know what they are doing.
Have I lost you yet? Let’s try a different angle. Think about your industry. Ok. What sector of that industry do you fit in? Do you fit in multiple sectors? Are you large or small? Do you have special training or certifications? Are you a specialist at anything?
For example, if you are a mechanic, what kinds of machines do you work on? Heavy equipment, commercial vehicles, passenger vehicles, motorcycles, lawn mowers? All these categories fall under mechanics. Do you have a fast turn-around environment, or are you more of a fine toothed comb when working? Do you have service at your customer’s location, or do they come to you? Can you service fleets, or only individuals? Do you service alternative fuel or hybrid engines? Do you provide bumper to bumper repairs, bodywork, glass, wheels, or do you only focus on the engine? Do you work on modern vehicles, antiques, domestic or import? Do you have special training on certain systems? Where is your focus?
If you can put on paper (really, your website, signs, advertisement, business cards, promotional items, and anything else that can project your image), exactly what you do (and don’t do), then the right customers will come back to you. Ok, so if you are that mechanic, the construction fleet won’t ask you to fix their bobcat. But, that’s ok, because you work on motorcycles, and the local sherrif’s office might give you some emergency business, on a weekend when their ship is closed, or when Rolling Thunder is passing through the area. If you’re good, and you treat them well, the word will get around that you know your stuff, are reliable, and can be trusted.
To get the right customers, be specific about your business.