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Knowing you can’t please everyone,
The Master Seller has a niche where few compete
A monopoly of sorts
Where  with each purchase
the buyer feels richer.

Some markets have competition
Some less.
Better the seller with a monopoly
Where the buyer sees value
And eager to purchase.

How can you make your product or service unique?   How can you differentiate in a manner the competition cannot overcome? In a market or in a sector can you frame a buying decision such that the prospect knows deeply they will save money when they pay you.  That is the measure of value. If you can’t express what makes you different, you will struggle to find business.  

You are different, you are better.   Aren’t you? 

Swiss Army KnifeAre you trying to be all things to all people?  Do you tell  yourself that the “whole world” could be your customer?  Don’t fool yourself!  A Swiss Army knife may have a can opener, corkscrew, scissors, screwdriver, nail file, bottle opener and lastly a knife all built into one multi-tool. But when push comes to shove it’s not a very good can opener, corkscrew, scissors, screwdriver …….etc.  Most people have a drawer filled with utensils designed to be only bottle openers or knives. And they prefer these single use tools because they provide a superior service for the task at hand.  Most likely you’re not selling Swiss Army knives but instead fine carbon steel cutlery for chefs. Do you know that?

Bu out in the woods, huddled over a fire, the Swiss Army knife, compactly stored in your coat pocket is EXACTLY the right solution.  This niche market, the market of campers shivering outdoors, is the target market.  What is your niche? Who are the people you uniquely serve?

The ocean is vast 
But the wise fisherman 
casts nets in narrow waters.

Serving every market 
Serves no one. 

Listen to the niche
Decipher its unique language 
Focusing on needs 
Deeply personal 
Providing solutions heartfelt.

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International Business Consultant

What is the Tao Te Ching of Sales?

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