BRX Pro Tip: Be the Go To Solution
Stone Payton: [00:00:00] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Lee, let’s chat a little bit about preparing to and then actually executing on this idea of being the go-to solution.
Lee Kantor: [00:00:15] Yeah. A lot of entrepreneurs, especially in professional service, think that they’re just going to be discovered by people randomly searching for what they do. And if that happens, that’s great when that happens. It’s really hard to do predictably and reliably over any time. And it can be super expensive in time and money trying to be that. So, a lot of the people waste a lot of time and money just trying to be found on the internet by people.
Lee Kantor: [00:00:44] Think about the coach who wants to rank for coaching. She’s competing with a lot of other people, and some of those people have some more celebrity than they do. They have some more resources than she has. And it’s going to be expensive for her to really rank just for the general term coaching. It’s a lot less expensive and a lot more predictable if she could build a unique enough brand or name recognition with the people most likely to hire her.
Lee Kantor: [00:01:13] Think about her as a coach that is the go-to coach for dentists. If she can meet more dentists and prove to them that she has a deep knowledge about what it takes to take their practice to the next level, she’s going to win. And we’ve said it over and over that niches bring riches. So, when she narrows her focus and aligns her strengths with a group of people that she likes to serve and is good at serving, and she narrows that focus down to those people, and becomes the go-to solution for that space, it’s going to be a lot less expensive, it’s going to be a lot more effective finding those people and serving those people. And if she does it right, she’ll become that go-to resource for that niche.
Lee Kantor: [00:02:01] If she partners with us, she’ll be the voice of business for that niche. And she will separate herself from everybody else. And then, she can build her practice out from that niche. It’s definitely a misconception that it’s more effective to go for a broad wide category than it is to become the go-to resource for a niche. It’s less expensive. It’s more effective. You’re going to get there faster. You’re going to be able to prove yourself quicker. And you’re going to get clients that are going to love you. You’re going to do great work for them. You’re going to know who they are.
Lee Kantor: [00:02:38] And you’re going to just keep working with them one after the other. You’re going to get even more knowledge. You’re going to become that much more effective. And then, over time, you’ll be that go-to resource.
