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3.6. Niche Development - A Client
Acquisition Strategy |
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Written by: KATHYE KOCHANOWSKI |
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Many business owners are resistant to the idea of focusing on a niche
market. A niche is simply a focused, targetable part of the market. |
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They argue that it doesn’t make sense to limit themselves to a small group when, in fact,
their product/service applies to multiple groupsbasically “anyone who…..”. Let’s take a
moment to understand why this way of thinking couldn’t be more wrong. |
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When you are a “generalist”, your marketing has to appeal to as many people as possible
to be successful. In contrast, if you are focusing on a niche market, suddenly your
marketing becomes much easier. The more you know about and understand your niche
group, the more focused your marketing can become. |
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As you are developing a client base in your chosen niche area, networking also becomes
easier. First, you know exactly what you are looking for in a potential client so you can
ASK for it. |
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When you are at a networking event or seminar, you can describe your ideal client and then
ask for referrals of people that fit that description. Likewise, networking partners and
associates can more easily sort through their client list if they know exactly the client type
you desire. You will get better, more qualified leads if you can clearly convey what you are
looking for and who you want to work with. |
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Finally, once you have successfully made a name for yourself in your niche market, feel
free to explore another. The transition to incorporate another niche area will be easiest made
if it is in an area related to the first. Be careful not to overextend yourself before you are
ready. It’s best to focus on one niche, conquer it, and then seek to add another for the
greatest success and growth. |
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In summary, focusing on providing a specific service or group of services to a specific
niche market makes smart business sense. You will be able to work smarter instead of
harder, ask for referrals for the particular type of client you desire to work with, and you will
have a focus to know which events to attend, which networking partners to approach, and
how you should market to your specific niche group. |
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Rather than limiting your sales, niche development opens the doors to greater success
and greater opportunities! |
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"**A word of caution - be careful with the word specialist. Unless you carry a designation
that specifically enables you to use the term, make the distinction instead that your focus is
on a specific service for a specific group."** |
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| Kathye Kochanowski |
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A degree in Economics with a focus in International Studies from Lawrence
University. She is a Marketing and Sales consultant for Clear Biz, focusing
on their expansion into the United States. |
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