BRX Pro Tip: Go Deep Before You Go Wide
Stone Payton: Welcome back to Business RadioX Pro Tips. Stone Payton, Lee Kantor here with you. Lee, when you’re trying to grow, it’s really better to go deep before you go wide, isn’t it?
Lee Kantor: Yeah, absolutely. This is one of the things that is so important when you’re trying to grow. Your first instinct is to get more people, expand bigger, more offerings, more stuff. And that’s not the way to do it. The best move, especially at the beginning of growth, is to go deeper before you go wider.
Lee Kantor: And what does that mean? It means really dominating the niche before you try to grow beyond the niche. It means being the go-to resource for one community before you try to build a presence in a second community or a third community. It means making your existing clients so successful that they become your best salespeople. Going wide before you’re ready just spreads you too thin. Going deep builds that foundation that you can actually scale upon.
Lee Kantor: Three ways to apply this. First, identify the one community where you have the most traction and go all in. Double down. Second, invest in making your current clients wildly successful. The referrals and testimonials you’re going to get from happy clients are the cheapest and most credible marketing you can do, so double down there.
Lee Kantor: Third, have the discipline to resist the shiny objects, new markets, new offerings. It seems like, oh, it’s tangential, but it’s not. It’s a distraction. You have to be able to know what’s a distraction. All of those things can wait. When you’ve truly maxed out what’s in front of you right now.
Lee Kantor: So, double down on what’s working now. Save these new shiny objects for down the road and then start growing. So remember, go deep before you go wide.
