An Inch Wide and a Mile Deep

When describing someone who is a specialist and expert in their field, the expression “an inch wide and a mile deep” is often used. And, this is a really effective way to stand out as a salesperson or relationship manager.

The expertise you should shoot for is in an area your clients or prospective clients struggle with but few of your competitive peers are good at.

We salespeople often feel the need to be generalists because we have to be good at a lot of things, such as: digging for info like a reporter, adapting to different personalities like a diplomat, presenting with the poise of a great actor, or managing conflict and tension like a hostage negotiator.

While all that’s true, and we can and should try to get better at every one of those skills, there’s one other thing where you can really stand out.

That’s by becoming an expert in a topic your market is struggling with. One where your main contacts are not experts and most likely your competitors are generalists.

Every market has at least one issue that is grabbing a large percentage of the “worry”. And they want to know how they can better fix, avoid, or tackle that issue or seize the opportunity the issue presents.

For example, many banks still struggle with how to attract and retain deposits from millennials and Generation Z. And many are unskilled when it comes to personalized relationship building in general. Still others would love to know how to best take advantage of inheritance handoffs from Baby Boomers to the “digital first” generation.

In the education market, schools struggle with funding ideas and alternatives.

In healthcare, most would like a better understanding of the regulatory outlook.

When you look at businesses in general, many have difficulties in finding and attracting employee talent, dealing with data privacy, and employee fulfillment.

Still, other organizations would love to de-emphasize or dismantle DEI programs while still promoting unbiased opportunity for everyone. And, some would love advice on how they could utilize ChatGPT in their business. 

Here’s the point: Many of your competitors can have a conversation on these topics. But, if you become an expert on one, if you can go “an inch wide and a mile deep” on that topic, the prospect will actually learn something in your discovery call.

And, you’ll be the one that stands out.

Have a great week!

Bob

P.S. Whenever you’re ready, there are four ways I can help you, either as an individual or as a team:

(1.) Comprehensive courses with coaching (like All-Win Negotiating and Developing & Delivering Great Presentations)

(2.) Mini-courses (where we focus in depth on one key success topic)

(3.) What to Do Next (strategies and counterstrategies for every sales situation and obstacle)

(4.) One-on-One coaching (customized to achieving your specific outcome).

Just email me [email protected] if you’d like to talk about what you want to do. It’s a no-cost consult.