When it comes to consulting, many smaller firms or solo consultants often try to attract customers by claiming, “We can handle any industry and any type of consultation!” However, this approach tends to lack impact and makes it harder to stand out or attract clients effectively.
Instead, specialization can make all the difference. For example, if you position yourself as “Management consulting specializing in Japanese restaurants” or “Consulting for parts manufacturers,” it creates a much stronger impression. Why? In many industries, professionals believe that “my industry is unique”. When a consultant says they specialize in that specific field, potential clients feel reassured and are more likely to trust and choose them.
This principle applies to other businesses as well. A ramen shop offering miso, shio (salt), shoyu (soy sauce), and tonkotsu ramen might struggle to stand out. On the other hand, a shop that specializes in miso ramen and declares, “We’re unbeatable when it comes to miso ramen!” will leave a stronger impression and attract more customers.
Fortunately, in today’s digital age, consultants and other service providers have the flexibility to create multiple websites or marketing channels tailored to different niches. For example, one “Consulting for the food and beverage industry” and another “Consulting for parts manufacturing.” Unlike physical businesses, like ramen shops that would need separate locations for each specialty, online businesses can easily implement this kind of differentiation.
This kind of specialization and targeted messaging may be a management strategy well-suited to the times.
