Practical Sales Training™ > How To Convert > The Specialist Effect
What is it?
As buyers we are looking for the most relevant solution and the one with the least amount of risk. As such, we are more likely to choose a business or offering that specialises for our need as it means the chances of a swift, high quality outcome are greater than using a more generalist solution.
Why does it work?
It works because of potential risk as we’ve mentioned but when you deal with a specialist you might expect a faster solution or that they can anticipate your needs thanks to their experience/contacts/access to technology.
When you work with a specialist you generally pay more and expect a more seamless service.
How can you use it?
Depending on your business and the scope of your offering, is there something that you already specialise in?
Think about the clients you’ve had and notice patterns, you may already be “specialising” in something and not be aware of it.
Example:
A plumbing company realises that a large portion of its revenue comes from emergency boiler repairs. Instead of continuing to market itself as a general plumbing business, it positions itself as “The Boiler Repair Specialists” in its city.
By focusing on just one area of expertise, they can highlight stats like “90% of boilers fixed on the first visit” and showcase testimonials from happy customers who had heating restored within hours.
As a result, customers with urgent boiler problems see them as the safest and fastest choice, even if their prices are slightly higher than general plumbers.
