When first starting out as an independent professional you may have taken a broad approach to creating your business plan, trying different things and periodically adjusting your strategies and goals.
However, a client that needs to outsource a project will look for the specialist that best fits the subject matter of their project. It’s therefore in your best interest to focus your efforts on excelling at a specialty. Define and communicate your area of expertise with these four tips.
While it may initially feel limiting to confine yourself to a particular specialty, remember, you’re an independent now. That means you are flexible and can evolve into the role in which you feel most comfortable. When defining your niche, consider working through these four steps.
See if this sounds familiar: a potential client asks you what you do and after you explain, they look at you blankly. It’s a problem that many independent consultants have—how to describe a complex career. While there’s no easy quick fix, there is a key mindset you can adopt when describing what you do to a potential client: what you do depends on who you are speaking to. For example, if you are attending an IT trade show, your explanation will be different than if you were at an HR summit. Both industries may use your services, but both have their own unique terminology.
In addition, it may be helpful for you to sum up your business in a slogan-like sentence that you can memorize and repeat. Put this slogan on your website and make it part of your brand. This description should be short and snappy so people can easily remember it. With some time and practice, the next time you get “the question,” you’ll be ready.
Keep your blog, social media, and personal website stocked with great content by following these four steps.
The importance of brand for independent contractors, how to develop a brand identity, and how to refine your current brand.