Too often consultants try to be all things to all people and, as a result, lose credibility. But what happens if you do a lot of different kinds of consulting work spanning more than one specialty area?

Although picking one lane in which to drive is a logical strategy, it is not for everyone. Focus on each intended audience and concentrate on their specific needs and requirements. Savvy consultants have separate, customized biographical information that they utilize for each of the different audiences they serve. For example, they might have one bio for speaking engagements, another for mailing to specific category prospects, etc. Complementing your positioning approach, also consider how your processes might be different for each of these clients/markets.

Tip: You can't be all things to all people, but you can be different things to different people. Where possible, customize your client communications to focus on their particular needs. "Position" yourself appropriately for each audience! But remember, it might be OK to drive in a few different lanes, but stay on your side of the road!

© 2011 Institute of Management Consultants USA