Specialization in Professional Services
A friend recommended The Win Without Pitching Manifesto. It’s about how to change professional services sales to escape the constant pitching death spiral.
The book has 12 principles, starting with: “We will specialize.” The more finely you slice your target market, the theory goes, the more skilled you are in relation to that market, and the less competition you have.
I got to wondering what that looks like in the CMS space, and here are the axes I think you could turn on:
- Specialize in a platform (WordPress, Sitecore, etc.)
- Specialize in a industry or client (higher education, finance, etc.)
- Specialize in a requirement or aspect of a project (aggregation, video, etc.)
- Specialize in a “tone” of project (simple and derivative, or large and complex)
If you have any other thoughts here, I’d be interested to hear them. How do you define your specialty?