| People seem to be attracted to businesses that fulfill | | | | problem? Some people are afraid of developing a |
| a very specific need. Clients are looking for a specific | | | | narrow focus for their business, but you cannot be all |
| service for a specific reason. Just take a walk | | | | things to all people. By narrowing your focus, you |
| through a local mall and you will see many "specialty" | | | | may initially exclude a few people from your business. |
| shops that cater to a very narrow market. In the | | | | This is a scary thing for a lot of people, but in the |
| area of service professionals, you will find attorneys | | | | long run you will attract more clients because you |
| who specialize in certain areas of law. They may | | | | have become the expert in a specific area. This gives |
| specialize in helping small businesses or personal injury | | | | people confidence in your ability. You develop the |
| cases. Generally the individuals who operate these | | | | know, like, trust factor from your clients and they |
| businesses or deliver these services are experts in | | | | feel more comfortable recommending someone else |
| whatever they are delivering (or that is the hope of | | | | to you. For example, my current my focus is on |
| the client). How important is it to be an expert in | | | | realtors. This does not mean I am excluding |
| your field and how do you become an expert in your | | | | everyone else from my business. If an attorney or |
| field? | | | | accountant needed my services, I would welcome |
| Here is a list of 4 key elements to becoming an | | | | the opportunity. But by focusing on realtors, I can |
| expert. | | | | read books, do research, talk to realtors about their |
| 1. Passion - It is very difficult to become successful | | | | challenges and concerns and go more in-depth |
| at anything if you are not passionate about what you | | | | learning about realtors and their specific needs. This is |
| are doing. Make sure you are in a business that | | | | very easy for me because I have a strong interest in |
| excites you. That enthusiasm and excitement carries | | | | real estate and it is a fun challenge to learn more |
| over to your clients and gives them more confidence | | | | about this specific field. Find a specific market that |
| in the fact that they are dealing with the right person | | | | you can service and learn all you can about that |
| for their current needs. You will need passion for | | | | market and you will provide a much better service |
| what you are doing in order to do the necessary | | | | for your clients. |
| work required to become an expert. | | | | 4. Be a lifelong learner - Always strive to learn more |
| 2. Dedication - Without dedication to your chosen | | | | about your chosen field. There are so many |
| field, you will not find success. Without passion you | | | | resources available to us now. Books on every |
| will not be able to dedicate yourself to the tasks that | | | | subject, the internet, classes are all resources we can |
| are required to succeed in your field. Dedication could | | | | use to develop our knowledge. Take advantage of all |
| be something as simple as finding 3 books on your | | | | of these and more. We are living in an age of great |
| chosen field of interest and committing to reading | | | | opportunity if we will just take advantage of |
| one book every 2 weeks. Devote 30 minutes to one | | | | everything that is available to us. |
| hour every day to reading. Just 30 minutes a day will | | | | Being in a service business requires passion, |
| allow you to finish at least a book every month. One | | | | dedication, focus, and the desire to be a lifelong |
| hour a day will allow you to read one book every | | | | learner. All of these key elements work together to |
| two weeks. | | | | drive our business and to drive us to be better as |
| 3. Focus - A narrow, laser like focus will be an | | | | individuals. Take a moment to reflect on each of |
| essential key to becoming an expert. I am sure you | | | | these and then start your journey to becoming an |
| have talked to people who tell you they can help | | | | expert in your field. You will be happier in your |
| everybody with anything. How much confidence do | | | | business and the payoff will be tremendous. |
| you have in this person that they can solve your | | | | |