According to sales-master Brian Tracy, the answer is yes.
Speaking in an interview to promote his latest book, “Unlimited Sales Success”, Brian revealed that he’d advise every salesperson to identify a speciality.
“People prefer to deal with people who are the best in their field.” Says Tracy. “Becoming an expert in something requires a clear marketing decision. How will you position yourself on the market, and which industries will you focus on?”
He cites the example of an insurance salesman who “did what everyone was told to do” in the early days – specifically, target any high-income prospects. Professionals quickly realised that he had no knowledge of their particular fields, though, and turned him away. One even told him that it was like taking advice from a child. When he decided to focus on medical sales, however, and spent time learning about the industry, he established a powerful reputation. “He became the go-to person in financial planning for medical professionals, and in five years, there was £1 million a year in business flowing to him.”
Do you think being a specialist is essential to succeeding at sales?
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