{"id":3744,"date":"2017-08-25T14:50:47","date_gmt":"2017-08-25T19:50:47","guid":{"rendered":"http:\/\/etereman.com\/remanu\/?p=3744"},"modified":"2017-08-25T14:50:47","modified_gmt":"2017-08-25T19:50:47","slug":"be-the-special-in-specialization","status":"publish","type":"post","link":"https:\/\/etereman.com\/remanu\/2017\/08\/25\/be-the-special-in-specialization\/","title":{"rendered":"Be the Special in Specialization"},"content":{"rendered":"

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\nGrowing up, did Mom tell you that you were special?\u00a0 Do you have special skills?\u00a0 Yum, special sauce!\u00a0 Like paying special assessments?\u00a0 Part of a special interest group?\u00a0 Would you like to place a special order?
\nWell, isn\u2019t that special.\u00a0 And is being special a good thing?
\nWhat about your business?\u00a0 Is it a specialty shop, perhaps one that specializes in a certain \u201cT\u201d word we all know and love in the automotive industry\u2026 or perhaps not?
\nTake the medical profession.\u00a0 With a specific problem, would you rather be evaluated by a general practitioner or someone at the top of their field? If you can see a specialist, you probably do.
\nNo matter what business you\u2019re in, being specialized is a definite advantage.
\n\u201cBut Ben, aren\u2019t I limiting my potential business by turning away the simple work?\u201d\u00a0<\/em> Nope.\u00a0 Perhaps in the short term you are losing a couple of bucks, but think about your business\u2019s long-term health and value.\u00a0 Your would-be competitors refer work to you (whether they are trying to or not). And once you start generalizing, this hard-earned reputation of expertise and specialization goes away in a hurry.\u00a0 It\u2019s brand equity, and it\u2019s the reason you don\u2019t have to spend as much on marketing and advertising.
\nYou work hard to do it right, and you\u2019ve come to be known by customers, competitors, and the community as an expert.
\nWhen you\u2019re a specialist:<\/p>\n