Do You “Go Where They Ain’t?”

I’m currently reading Selling the Invisible by Harry Beckwith. The book is over 10 years old – but it’s amazing how relevant it still is to those of us who are service professionals.

And as business owners, we need to have the clear understanding that selling services (read: selling ourselves) is way different than selling a product. Why? Because offering services is like offering the invisible – it’s simply a promise that you will do something for your client.

So for the rest of November, I’ll be posting my thoughts on Beckwith’s various tips as I read through this book.

Do you have a “Go Where They Ain’t” strategy in your business?

Do you go where they ain't?

What does that mean exactly?

Beckwith uses Wal-Mart as an example. When Sam Walton founded Wal-Mart, he decided to go where his competitors at the time wouldn’t dare go – to small towns that seemingly couldn’t (or wouldn’t) support a large discount store. His first store was opened in a tiny Arkansas town. He expanded from there into other small towns, ultimately dominating those towns and their surrounding areas. That profitability allowed Walton to then expand into larger and larger communities. Because Walton “re-framed” his strategy to go where no one else would . . . you know the rest of the story.

Let’s apply this same idea to your consulting practice, because “Go Where They Ain’t” could mean many different things. When you examine your business:

• Could you find a unique niche that no one else is serving, or create a true specialty? If you’re only calling on the exact same customers, or you’re always in the same circles as everyone else, this is a sign you might need to get creative.

• Can you create a partnership or alliance that puts you in front of a new audience? For example, one colleague runs a training company, and her programs were traditionally all classroom based. She partnered with an e-learning company to transition some of her courses into a new format – and now has new markets of interest.

• Are you saying yes to new opportunities that might stretch you a bit outside of what you’re used to? The best growth places are typically right outside of your comfort zone – so don’t automatically say no to an opportunity that is new or different.

• Are you doing your research? Usually we equate this with interviewing or researching members of our market. But what about this? Interview trusted colleagues or others outside of your market. Ask them where you might “go where they ain’t.” It’s amazing what an outside perspective can do.

Other ideas to share? Please leave a comment.