Connoisseur or lay person?

What happens if you have a tooth ache? You go to a dentist. He fixes the problem, or perhaps sends you to a periodontist, or an orthodontist for further treatment. You go to a specialist in the field of dentistry.

You don’t go to a plumber, or a solicitor. And you don’t spend weeks surfing the internet to see if you can find answers to cure the tooth ache yourself.

So why is it so many of us shy away from engaging a specialist when it comes to our own business? The answer comes down to money. We are not prepared to invest. We try to do it ourselves, and end up spending more of our time, and therefore more of our earning potential, on resolving a problem in which we have no expertise. It is more efficient and productive to use a specialist.

I am an “ideas” person. I talk to people, the light bulb goes on, and I am up and running. But if you ask me to articulate this on paper I come unstuck. So I engage others to write my promotional material in half the time it would take me.

When you set up your own business, be realistic. Specialise in the area where your strengths are, and then you can market yourself to the people who are most interested in you. Target your ideal client. Be specific. Drill right down to age, sex, niche market, geographical spread. Then you can work out a successful marketing strategy.

Maybe you are in your late forties and fifties, well-qualified, but are fed up with what you are doing. You approach me because you want to take the plunge and strike out in a different direction. Perhaps you are a surveyor, but want to take over a franchise selling health drinks. There is no reason why you should not succeed, as long as you follow a few simple steps.

Conduct a thorough analysis of the idea or project. Draw up a SWOT – Strengths, Weaknesses, Opportunities, and Threats. To be effective, a SWOT needs to be based on accurate information. Research your idea on the internet, from books in the library, and from current business articles. Seek an unbiased opinion. Consult with specialists in this particular area. Engage a lawyer to check any legal contracts and to give you infallible advice.

This will enable you to create a solid foundation upon which to build your business. By using a specialist you are getting out of your own head space. Pitfalls and obvious obstacles can be pointed out to you. You start to think outside the box.

Once you have this base, you are ready to launch yourself into the market place as a specialist. Find your point of difference. This is what will attract others to you and your product, and give you the edge over the competition.

By Julianne Kuhlmann Personal & Leadership Coach Kool Results "Putting You First"

Personal & Business Coaching, Leadership Development, Individual Training Programs,Work/life balance, Mentoring & Induction, Organisational performance Email: info@koolresults.com.au Web: www.koolresults.com.au

Connoisseur or lay person? - To learn more about this author, visit Julianne Kuhlmann's Website.

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