 In his latest article for Entrepreneur.com, Dr. Misner explains that even if you perform a variety of services or offer a range of products, if you want a referral, your description of what you do should be detailed and focused on a single aspect of your business.
“It seems counterintuitive, but in reality the more specific your description, the more likely you will receive referrals,” says Dr. Misner.
“People tend to say they do everything because they want to throw as broad a net as possible, catching everyone. The problem is, a really broad net has big holes in it. When you say, ‘I’m a printer; I do everything,’ that doesn’t mean anything to your prospects, or to those who refer you to them. What they’re thinking is, I don’t need a full-service job. All I need is a particular kind of print job.”
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