To Specialize or Not To Specialize...

... that IS the question in this economy.

In my industry, I am flooded by competitors that don't specialize. The big box computer retail stores don't just sell computers and software these days. They do computer repairs, they sell and install LCD TVs, they install home networks, they sell cameras, and even offer wireless cell phones and plans.

For the most part, they just don't do any of these exceptionally well. Some of the worst cases I've ever seen of arrogance toward a customer occurred in the big box stores. Many of the worst computer horror stories I've encountered begin with "I brought my computer to <insert big store name here> to get rid of a virus and ..." The list goes on for just about everything they do. Do they get the job done? Usually. Do I know people who could have done it better, for less cost, or just a whole lot less hassles? Absolutely.

Like a lot of small businesses, I also compete with the "part-timers". This is big here in the region where I live, Cape Cod. Slap a magnet on the side of your vehicle at lunch and after work, and you're now an "On-site Technician"! If you are the proverbial "jack of all trades - master of none", then just travel around with a bunch of magnets to slap on the vehicle to suit the next job.

We are in an era of generalization, not specialization. The economy has a lot to do with it, companies and individuals trying to make a buck any way they can. Whether it's an arrogant big box store technician with little experience in computers outside of WoW berating a customer for their lack of technical knowledge or the part-timer unable to keep current in the field due to the day job, the consumer is getting the short end of the deal.

Contrast this to what is happening on the Internet. There has been a shift from "slap everything we do onto a web page' approach to a more targeted, specialized message. Web shoppers are turning into sophisticated web researchers. While "cheap prices" are still important for commodity based web businesses, specialization and relevancy is becoming much more important and profitable for others. For a great example of this take a look at Cultures For Health who specializes in healthy food starters and cultures. Not being everything for everybody is what makes them both unique and successful.

As small business owners we love what we do, or we wouldn't have started the business. We know our craft. We educate ourselves daily. We build our business networks with other specialists. We figure out ways we can serve our customers better. Our success depends on building goodwill and trust. We have much more at stake than the big-box-stores and magnet-jockeys.

And that's good for the customer.

Comments

[debbie]

This is really good Wayne! You did a great job! Thanks for sharing it!