It’s not easy finding a short answer to the question. A company could offer general ITs solutions to all of its target industries but claims to ‘specialize them’ for its ‘unique requirements.’ Likewise, a specialist company could in fact be offering a general solution that is just ‘exclusive’ for a particular industry.
But before you start going insane from figuring this out, stay calm. There is a reason why having a variety of IT leads can be a good thing, regardless of how you go about appealing to each different buyer personas.
Ultimately, it matters little whether or not you call your company a specialist or a generalist when it comes to providing IT solutions and services. What will always matter more is what you learn from having different buyer personas. Remember, these personas are meant to solve a lot of common marketing problems including:
- Content delivery – prospects want relevant content right. How do you know what that is when they have so many definitions about what’s relevant?
- Understanding needs – This is essentially the same question with content but only this time, with products. How do you know a particular product actually helps a particular buyer?
- Defining leads – A buyer profile is the first step to defining a lead. This activity is critical if you want your sales and marketing teams to get along. (And often times, this is why they don’t.)
All right, maybe you already know all this. Does this necessarily help when you think having so many different leads means having a tough time trying to please everybody? Now if that’s your real problem, here’s a simple solution:
- What do they have in common? – Asides from the obvious question that they all happen to be your customers, what is it that brought them all to you? What did you learn that made it look like they could be repeat buyers? They may have had different answers but you alone only asked the same questions.
- Are you playing favorites? – Yes, favoritism can exist even if you think you can’t stand to lose the smallest segment of your market share. Eventually, you have to make a choice between exerting more effort, increasing that segment (thus increasing the whole) or abandoning it to cut your losses.
- Do you want to do something new? – Generalist or specialist, how comfortable are you in giving prospects just the same product to a different customer each time? If you can’t stand it or feel like your company offers are growing stale, you better be prepared when you say that your prospects have more freedom to demand a custom job.
So in the end, it’s not really about specializing or generalizing. It’s about how willing you are to please a variety of decision makers, professionals, and anyone else that might be included in your growing list of buyer personas.