The compound effect

I just got off a call with a consulting client who recently specialized in restoration.  A few months ago, they had 3 restoration clients, now they have 17.

The last one closed in only four days.

In his words, it is "the fastest close time we've ever had from a client."

They're starting to feel the positive effects of specializing that I talk about in Chapter 2 of my book Anyone, Not Everyone:

Specializing in a vertical removes friction from the buying process. 

Again, in my client's words: "I think really it's kind of compounding, right? You know, the sixth one is easier than the fifth one, and so on."

Here's the thing...

Specializing in a vertical market isn't a cure-all.  You still need to do the fundamentals every day. But, as you build your authority in your vertical market, buyer resistance decreases and buyer trust increases much faster.

Questions to ponder:

👉 How can we further reduce friction in our clients' buying process to achieve even faster close times?

👉 What specific actions can we take daily to reinforce our authority and trust within our targeted vertical market?

How did specializing in restoration actually speed up closing times?

By removing friction from the buying process. As authority built up in the vertical, the most recent client closed in just 4 days, described as the fastest close time the agency had ever experienced.

Why did the client describe growth as "compounding"?

Because each new client got easier to close than the last. In his own words, "the sixth one is easier than the fifth one, and so on," a pattern that builds momentum rather than staying flat.

Does specializing in a vertical replace the need for solid fundamentals?

No, specialization isn't a cure-all. The daily fundamentals still have to happen, specialization just makes them work faster and more effectively as authority and trust build within the vertical.

Why does buyer resistance decrease as vertical authority grows?

Because prospects within that vertical increasingly recognize the agency as an established, trusted name. That recognition lowers the natural hesitation that comes with evaluating an unfamiliar provider.

What questions are worth asking to keep building on this kind of momentum?

How friction in the buying process could be reduced even further, and what specific daily actions would reinforce authority and trust within the targeted vertical market going forward.