In our book, Sell with Authority, my co-author Stephen Woessner and I talk about the power of being a subject matter expert when trying to attract and win business. If you’ve owned your agency for more than a month, you’ve heard the argument for specialization or niching.
Many agency owners tell me that one of the reasons why they haven’t niched is because they don’t know which niche to choose. I was working through this issue with an agency’s leadership team and decided we needed a way to look at the issue more objectively.
So I took all that I know about what works for agencies in terms of deciding on and being successful as a specialist and created a tool. It’s not super sexy but it really does the trick.
Feel free to modify it as needed but it should help you get the clarity you need. Now the courage to do it — that’s a different conversation we should have.
