February 18, 2008

Be Clear About What You Don’t Do

Filed under: Selling, Customer Service Strategy, Speaking and Communication — Mark Sanborn @ 9:12 am

Lately I’ve had some email correspondence with Impact Innovation, a small firm in the U.K. As I was surfing around their website to learn more about them and their services, I ran across a list of things they don’t do.

Comparison and contrast are effective communication tools. A list of what you don’t do can be very successful in focusing your audience more clearly on your service or product offering. It can save time and spotlight your differences and distinctives.

Not all the clients I work with are necessarily clear about their core strengths, what they do best. A starting point exercise would be to eliminate those things you either don’t do, don’t do well or don’t want to do. From there, search for the sweet spot of what you do best (and, ideally, enjoy doing).
Too often we succumb to the temptation to take money from clients we shouldn’t. We know we won’t be able to make them happy, or that it will be painful trying.

Be clear about what you do and do well, but be even clearer about what you don’t do.

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