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Connoisseur or lay person?

Written by: Kool Results

Article Overview: 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.

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

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Article Tags: competition, competitive analysis, SWOT



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Old boy network vs qualifications - [quote:1lywh48g]I'd argue to say that the best way to get a job is to be referred by someone within the company, especially by a person of importance (e.g. a Director or VP).[/quote:1lywh48g] Basically this is what's called nepotism! Or the old boy network. Friends getting friends and family of friends jobs. Which is fine if the person is actually qualified to do the job they're given... But it can generate jealousy, if other people feel the person was given the job based solely on who they know...
Re: Defamation of Your Business: What To Do? - Hi Alan I agree with GT's suggestion and I think by keeping it low key, you definitely come off as the better person. I think that going for this person with guns blazing could easily frighten other of your clients off in case you ever decided to do the same to them. MichelleJ
Look For Investors - I would certainly look for loan and investor possibilities before bringing on a partner -- unless a partner brings something in addition to money to the business. There have been numerous posts on the board about a wide variety of financial options. There are bank loans, equity loans, small business loans, small business administration, angel investors and many other options. It is also key to have a qualified person draw up a contract for any agreement. If another person has the contract drawn up, make sure that you have a qualified person review it to look out for your interest. This is important whether you are dealing with friends, family or strangers and it will protect each person involved in the agreement. Chris
Get 'em to come - The FastTracktoCashflow seminar held in Toronto usually charge a $35 fee and then refund it at the end of the Seminar. I know this will cost your client the processing fees but a couple of dollars person is nothing compared to the lifetime value that person may become to your clients business.


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