<p>The natural tendency is to appeal to all buyers, providing everything and anything people might need.  If you do that, however, you will have less business. When you specialize and differentiate, you will be much more successful, says Lee Frederiksen, co-author of Professional Services Marketing, Second Edition.</p>

The natural tendency is to appeal to all buyers, providing everything and anything people might need. If you do that, however, you will have less business. When you specialize and differentiate, you will be much more successful, says Lee Frederiksen, co-author of Professional Services Marketing, Second Edition.

<p>The natural tendency is to appeal to all buyers, providing everything and anything people might need.&nbsp; If you do that, however, you will have less business. When you specialize and differentiate, you will be much more successful, says Lee Frederiksen, co-author of Professional Services Marketing, Second Edition.</p>

Specialists, Not Generalists, Are More Profitable

Tips and techniques to help you unleash your sales potential.

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Specialists, Not Generalists, Are More Profitable

Specialists, Not Generalists, Are More Profitable