Sooo… I just lost an ideal prospect to a generalist agency.
I don’t know what I thought was going to happen when I decided to specialize my services and provide SEO for the wedding industry, but—
Well, actually. I shouldn’t say that.
I do know what I thought was going to happen.
I thought every wedding professional would be like “Fantastic! You’re a specialist in exactly what I need, serving clients exactly like me, so I CAN’T IMAGINE HIRING ANYONE ELSE.”
But, apparently, that’s not always the case.
A couple weeks ago, I got an email from one of the most ideal prospects I’ve talked to since I started doing wedding SEO. She’s a wedding planner in a major city and has a couple other planners in other places. She was looking to optimize her website to show up better for searches in all of her business locations after seeing a drop in traffic to her website.
Awesome! That’s what I do!
It sounded like a really interesting project.
We had a great phone consultation, and then… I didn’t hear back from her.
I followed up last week. She was really kind and gracious when she replied.
“Hey thanks a lot for following up. I ended up hiring a local agency that could help me out with a lot more than just SEO.”
I honestly was pretty crushed. Wasn’t she supposed to see that I am a specialist that knows exactly what she needs? To be so excited to work with someone who speaks her language? To rush to hit the buy button?
I guess not.
I gave myself a sad timeout. Then I made this week’s video.
I usually give myself some time to process and decide on some lessons learned, but I decided to get on camera when this was pretty raw. I was seriously bummed.
Ultimately, once this sunk in, I do think that I am still fighting somewhat with being new and unknown to the industry. I don’t have big-name past clients or tons of case studies to show off. I do get why a client may not be compelled to choose me just because I’ve declared that I’m a wedding industry specialist.
I think I will be in a different position when I can say, “Hey, here’s a past client of mine who had a case just like yours. Look at the results we got for them. I know we can do the same for you using our proven process.”
So I’m doubling down and pouring myself even harder into my clients and my free work case studies, so we can talk about even crazier good results.
Takeaway for the week? Even specialists don’t always win. But you just have to keep believing in yourself and keep rolling.