Picture this: two stores right next to each other in a busy shopping mall. One is your one-stop shop for just about everything—garden tools, candy,, T-shirts, car parts, office supplies. You name it, they sell it.

The other? It’s a specialty shop, and they only sell one thing: chocolate. Belgian chocolate, Swiss chocolate, dark and milk chocolate, chocolate-covered peanuts, and even chocolate-flavored gummy bears. If it’s chocolate, they’ve got it. And if it’s not chocolate, you won’t find it there.

At first glance, you might think the chocolate shop is limiting itself. After all, there are so many other sweet treats and items that go well with candy—why not stock those, too?

But here’s the thing: if you’re thinking the store that sells a little bit of everything is the smarter business, you might be mistaken. Here’s why.

Less Can Be More

When you narrow down and simplify your offerings to only those that truly align with your business goals, you’re in a much better position to attract your ideal client. Not only that, but you’ll find customers willing to pay a premium for what you offer.

Sure, the store that sells everything might see more foot traffic. They’ve got something for everyone, which means people come in for all sorts of reasons. But because they cater to a broad audience, they have to keep prices low.

Now, the specialty shop? It might see fewer customers overall, but its customers are more loyal, spend more money per visit, and can’t stop raving to their friends about the amazing chocolate they just picked up. Meanwhile, the customers at the “everything” store are always on the lookout for a better deal, and if a new store opens up with lower prices, they’re gone.

What This Means for Your Business

As a coach, service provider, or digital product seller, it’s crucial to know exactly what you’re offering and who you’re offering it to. If your products or services are all over the place with no clear direction or brand, you might make a few sales—especially if your prices are low—but you won’t build a loyal following. You’ll end up like that first store, constantly chasing new customers because the old ones are always drifting away in search of a better price.

Take a look at your own offerings. Are your products and services aligned with your brand? Do they immediately tell new visitors what you’re all about? Are they priced appropriately for your market?

Streamline for Success

Don’t be afraid to take a hard look at your current lineup, simplify your offerings, and cut out those low-priced, fringe products that are diluting your brand. Focus on your core products and services—make them better, make them more valuable. Before you know it, you’ll have a loyal following of your own, just like that chocolate shop!

If you are looking for a way to plan out your sessions, track your progress, and keep track of your goals, then this Coaching Business Planner is for you! Just head over to the shop and check this out!