Why it pays to be a specialist, not a generalist!

If you're determined to run a successful therapy practice, then it's vital that you set yourself apart from the crowd by being perceived as a specialist and it's only when you're a specialist that you can think about putting your prices up...

When you're seen as a specialist, people immediately make the assumption that you're an expert. And of course, the great news about being an expert is that your value immediately increases!

So, how do you set yourself up as a specialist?

The key is to make sure that you target a specific audience. To do this, simply decide which group of people you can help the most - or with whom you feel the most connection - and declare yourself a specialist in that area.

Of course, there's more to it than simply making the declaration - but by choosing an area in which you want to specialise, you create a route map for your business activities.
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For example, you'll get more out of your promotional budget when you focus on one area of speciality - and when you have a sense of "purpose", it also helps you decide in which areas you need to gain more expertise. In this way, you can also tailor your personal development budget - which allows you to streamline those two vital resources: time and money!

When you begin to specialise, your credibility goes up. This means that - provided you've made relationships with the relevant journalists - it's much more likely that you'll be invited to comment on relevant news stories within the local media. And with your credibility as a specialist, you've also got much more chance of being taken seriously when you write press releases and book proposals!

One of the fears people have about choosing to specialise is that they'll be giving up the opportunity to do other work. Oddly enough, the reverse is true! Potential clients believe that if you're a specialist, you're good enough not to be a generalist. And like most people, potential clients want the best advice, service or healing they can get.

In reality, what often happens is when people hear that you're a specialist in one area, they'll ask you whether you can also help people in another area too! (For example, "I hear you're an expert at helping people to give up smoking using hypnotherapy. Does that mean you could also help me to lose weight?")

It's also worth noting that when you say as a therapist that you're here to help everyone, a grain of suspicion is implanted in your potential client's mind. What they hear is that you'll take on just about anyone (which immediately creates a whiff of desperation) and what they fear is that actually, you're probably not any good at helping anyone.

And finally, the really great thing about being a specialist is that your perceive value goes up, which means that you can charge more!

Top Five Tips...

1 When you're a specialist, you're NOT simply one of a very large crowd.

2 When you're not a specialist, you'll waste both time and money on both your promotional activities and your own personal development.

3 When you're a specialist, you're more likely to be invited to give "expert" comment on news stories within the media.

4 When you're not a specialist, potential clients take you less seriously.

5 When you allow others to perceive you as a specialist, your value increases and you get paid more!

Olivia Stefanino is a leadership consultant, speaker and author of the internationally acclaimed management book, "Be Your Own Guru". Interviewed on more than 25 radio stations and featured in "The Guardian", "Natural Health" & "Red", Olivia is a guest columnist for a number of national and international publications. Download your fr*ee e-booklet, "128 ways to harness your personal power!" by visiting http://www.beyourownguru.com

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