Strategy is a difficult thing for small business. We always believe that we have found the perfect niche in the market and that we will make the most of it. But sales don’t always come as quickly as you hope and you start to spread the service offering to get more customers in the door.
Are you guilty of this? Have you strayed from your niche? Have you become a bit of everything to everyone in your field to make the most of the potential sales on offer? Have you lost your way a little for sales?
One book I love is called “Strategy and the fat smoker”. In the words of the author David Maister, he knew that being fat and smoking was really bad for him but did nothing for 37 years until a vital organ failed. He had to change his ways. And fast. He describes strategy as deciding whose business you are going to turn away. What will bring a point of differentiation to your customers or help you establish your reputation.