With word-of-mouth marketing, don't ask for leftovers

I was chatting with a friend the other day. He owns a small construction company; we'll call it ABC Builders. As with many in the industry, they are facing some harsh times right now. Hoping to help, I asked in what kind of building did they specialize.

"Oh, we can do anything. We aren't limited at all."

That, my friends, is a "leftover lovin'" response. The reason is he will be the last on my mind when I do hear of specific jobs. I'll pass along leads for big jobs to my friends at Spence Brothers. Custom home remodels will go to Washtenaw Woodwrights. Handyman type stuff? That will go to my good friend Paul Bauer.

Whatever's left? That's what my friend at ABC will see.

It's not because I don't think he would do a good job. It's just that all of those other folks have decided what they are good at and that is what will stick in the front of my mind.

Oh, and in case you might be under the misconception that this doesn't apply to you, this same rubric holds for pretty much every occupation or business I can think of. Realtors? Do you work with young families? Commercial entities? People relocating? Retirees? Low income?

How about business coaches? Well, do you work with corporations? Midsize businesses? Small businesses? Established companies? Family-owned businesses? Sole proprietors? Do you specialize in particular industries?

Really, unless you do enjoy getting the leftovers, be sure to decide where you want to specialize. It will make a big difference when people try to help you.

Greg Peters, founder of The Reluctant Networker, LLC, writes, speaks and coaches about good networking practice. For more tips that can help your connections count go to www.thereluctantnetworker.com