In today’s economy, no one wants to turn away business. But smart marketers are positioning themselves to do just that.
Most companies fall into the trap of positioning the company as broadly as possible, trying to be relevant to the broadest number of potential purchasers. That way, any lead or inquiry has opportunity. But this approach creates a broad range of lead quality and makes you chase nearly every lead, eating up large amounts of time and money. And as you try to close that business, you’ll be competing as a generalist. You’ll fight hard to get on the short list; you’ll be competing with other generalists and with specialists. (more…)