Street Talk: Specialist vs. Generalist

Jack-of-All-Trades, Master of None.

This tired cliché is still around because it’s true. Here’s a real story of how a using a generalist provided short-term gain but cost more in loss of time and frustration.

I follow my dreams. Not in a fluffy, wandering sort of way–I plan a course of action and make it happen. I find that actively achieving personal goals establishes a pattern of behavior for business. One success inspires another.

A Story from the Street

This is why late last year I sent in an application for a US Coast Guard Captain’s license. I love boating and wanted to increase my skill level to be a better mariner. It’s a rigorous application process. In addition to an extended period of studying and testing I had to 1) apply for a Transportation Worker Identification Credential, 2) prove my boat handling abilities, and 3) be subjected to a series of physical and background checks.

Decision Time

After smoothly sailing through the process all that remained was the physical. As you know a physical has multiple components. One of these is the hearing test. I was faced with a decision. I could get my hearing tested by my general practitioner or go to an audiologist. Of course I went with the convenient, less expensive solution. The general practitioner conducted the hearing test in his office along with the rest of the physical.

A few days later the test results came back: I was 85 percent deaf in my right ear. What!? (Sorry, couldn’t resist.) I called the exam administrator who explained that no test is completely accurate and there is room for a margin of error. Great! I asked to take the test again. She refused explaining the machine was recently calibrated (I later found out that “recent” meant a year ago). I asked the physician and he said it was easy to compensate in regards to the Coast Guard license because I could simply turn my head further and listen with my good ear.

It sounded questionable but believing the physician was the expert I went ahead and submitted the physical for the application. It came back denied. I had become the customer who was getting kicked around and being denied honest answers. My needs didn’t matter to the service provider and worse…they gave me false information to assuage my fears. I was angry.

A Specialist to the Rescue

Soon the anger turned into genuine concern for my health. Having never experienced any hearing related problems I decided to get a second opinion. This time I went to a hearing specialist: an audiologist.

As it turns out the audiologist didn’t even need to test me. She took one look at my paperwork and pointed out the results were impossible. According to the generalist’s finely-calibrated hearing machine I could hear everything in the high and low range but nothing in the middle. This was physically impossible. The error was so obvious the audiologist couldn’t believe the general practitioner didn’t notice it. In fact, she asked for a copy of the test to share with her colleagues for a good laugh. (Ouch for the general practitioner!)

Eventually, we were able to clear up the error and I have my Coast Guard Captain’s license.

Choosing a generalist cost me 3.5 frustrating months.

How many times do we look for the all-in-one or quick fix solution for our business? Does short-term convenience really save you money or time? Does it really truly simplify your systems?

Moral of the story: If you are having a problem with your business, find a specialist, not a jack-of-all-trades consultant. Here’s some advice to help you recognize three signs to help you recognize the generalist.

1) They don’t provide a focused skill set.

Generalist: I provide strategic solutions for your business needs.

Specialist: I provide strategic solutions targeting your flat sales numbers.

2) They won’t provide a specific set of deliverables.

Generalist: I will help your staff work as a team.

Specialist: Using a series of workshops accompanied with one-on-one training, I will give your staff sales skills that will improve their sales conversions and numbers resulting in improved confidence, morale, and ability to work towards a definitive common goal.

3) They won’t provide measurable results.

Generalist: My trademarked system will improve your bottom line and streamline your business systems for improved bottom-line results.

Specialist: I’ll start by measuring and benchmarking your staff so when I’m done you can see exactly how they make 30 percent more phone calls each hour and convert 20 percent more leads into actual sales.

Mike Krause is the Chief Sales Architect and owner of Sales Sense Solutions where he gives business owners the stellar sales they want by implementing the tools, tactics, and high performance strategies they need.