In the world of sales, there’s a saying: “a tactic known is a tactic blown.” This essentially means that if your potential customer knows the price of your service, they also know what the service is, leaving you with only one lever to pull as a marketer – price. The key to overcoming this issue lies in specialization. This blog post will delve into the importance of specialization in various industries, using the chiropractic field as an example, and provide actionable tips for achieving success in sales through specialization.
The Problem with Known Tactics
Take the example of chiropractic services. If someone knows the price of a first visit, then they know what the service is. As a marketer, the only thing you can do is play with the price – offering discounts, bundles, or vouchers. However, this approach won’t necessarily help you stand out from the competition. To truly differentiate your business, you need to focus on the unique value you offer.
The Power of Specialization
Every industry, including chiropractic, has a commodity portion (the part that people know) and a specialty portion (the part that people don’t know). It’s in the specialty portion where you can truly shine. For example, consider spinal decompression treatment packages. Most people don’t know the cost of such a treatment, which means you can focus on selling the value of the service rather than the price.
Specialists generally earn more than generalists because they are capable of solving bigger problems. By focusing on the specialties within your industry and using targeted advertising to address those specific pain points, you can attract higher-paying clients and achieve greater success.
Guiding the Conversation
When engaging with prospects, it’s essential to remember that the person asking the questions controls the direction of the conversation. If a prospect begins asking questions about pricing or appointment times, it’s crucial to regain control of the conversation by redirecting their focus to the problem they need to solve.
One effective way to maintain control is by using scripts and asking leading questions. For example, a chiropractic office could ask about the primary cause of the patient’s pain before addressing pricing. By guiding the conversation in this manner, you can ensure that the prospect remains focused on the value of your specialized service.
In conclusion, the key to success in sales lies in specialization. By focusing on the unique aspects of your business and showcasing the value you provide, you can differentiate yourself from the competition and build lasting relationships with clients who recognize the worth of your services. It’s essential to remember that the person asking the questions controls the conversation, and by guiding the dialogue, you can ensure that your prospects remain focused on the value of your specialized service. Don’t be limited by a tactic known – embrace the power of specialization and watch your sales soar.