Solo Operator : Diversify or Die

I'm mentoring some sole business owners through a 10 week program in selling your expertise and at the core of it are a few key principles. 

The principles are almost paradoxes, or ironies or those things that are true one moment and then untrue the next.

While they need to focus and target their efforts to serve a specific market, I'm also encouraging them to diversify or die. 

Of these business owners, one is a coach, one is a facilitator, another is a trainer. 

I'm encouraging the coach to stop being 'just a coach', start offering what they know through other modes of delivery, like writing and speaking and training. They know so much, they're so talented, but they're running out of puff. There are only so many people they can coach in a day and only so much a corporate client will pay them once they're on the corporate coaching panel. 

For the facilitator, a similiar thing is happening. They love working with community organisations but they're finding that despite some briliant positioning, they're running out of clients that have the cash to spend on a great facilitator. They're doing 'mates rates' and 'cheap days' and they're working very hard, for little return once they take out expenses. So it's time to diversify or die. They know great stuff - they can train others, mentor up and coming facilitators and speak on community engagement and change processes. 

The trainer is just plain tired. Full days of contract training, on their feet talking, thinking, walking, listening. All day, every day. They're not able to earn much more per day than the 'going rate' and they too need to diversify or die. They have brilliant skills and knowledge. They could be speaking on the topics they know about, mentoring leaders, or shifting into the facliitation space, given they work well with groups. 

The working world of today demands people with flexibility, insight and agility. You can't be everything to everyone - that dilutes your offer - but you will need to be able to deliver more than just one track, to survive when you're a solo operator. 

I think the expert model of selling your expertise through a number of modes is a winner. Just this week I've facilitated, presented, coached, trained and consulted. And it's only Wednesday. I love the diversity not just for the changing scenes, but for the longevity and flexibility it provides in the long run.

Diversify, definitely.