Find A Niche Market That Really Gets You More New Business
Find A Niche Market That Really Gets You More New Business
Unfortunately, what I quickly realized what that Marian had a natural skill for the game, while Mark apparently had none whatsoever. It seems the game places less emphasis on brute strength (Tiger Woods notwithstanding) and more on rhythm and balance (which I discovered in my case were in very short supply.) However, that didn't stop me from continuing to play, and more importantly, continue to invest in the game.
Case in point. As I went to take out the garbage this morning I passed by a rack in my garage. In that rack were not one, not two or three, but five drivers representing some of the most elite of golf manufacturers. Now, it's important to keep in mind, these things are not inexpensive. A driver will typically set you back around $500. So why in the world would someone like me, who is working hard, just to get to become a mediocre golfer, invest so much in all this expensive equipment? And perhaps even more importantly, what does this have to do with niche marketing?
The answer is that my buying multiple drivers actually has everything to do with selecting a niche to focus on, because "golfers" are in many ways the ideal niche. The lessons we learn about selling things to golfers are applicable to anyone thinking about what marketing niche to focus on. Let me explain what I'm talking about in a bit more detail.
The golf market has two ideal characteristics. Prospective buyers of equipment have both a "need" to improve and a "want" (or desire) to get better. These twin levers of need and want are important to keep in mind when you are deciding upon a niche.
For example, let's take a marketing consultant, largely because it is something I know a little bit about. A marketing consultant who decides to focus on small business owners has a niche that meets the two criteria I just spoke about. First prospects have a strong need to get more clients. Marketing consultants tend to appeal to business owners who are getting tired of the feast or famine business cycles, but loath the idea of cold calling.
However these prospects also have a strong need or desire to improve their businesses as well. For entrepreneurs and owners of small businesses, their success is largely determined by how much money they make, the neighborhood they live in, the car they drive and the other outward manifestations of material success. I realize that it is crass to put it this way, but how your spouse and friends view you is determined in a large part by how successful they think you are. There is a lot of need and desire on the part of small business owners to grow their businesses and achieve as much success as possible. Thus a marketing consultant who focuses on this niche will likely have an audience interested in what they have to offer.
I've found that re-thinking one's niche is difficult for most business owners to consider. Many business owners I speak with adopt the attitude that once one they've decided what niche to focus on, then that's the niche they'll market to forever. Personally I think that's a mistake, especially in these difficult economic times. From a practical perspective if your current niche isn't providing you with the amount of business that you need, it's time to consider some alternatives. When you do so, if you keep the twin criteria of need and want in mind, you will dramatically increase the likelihood that you will focus on a niche that will invest in what you have to offer.
Find A Niche Market That Really Gets You More New Business - To learn more about this author, visit Mark Satterfield's Website.
Like this article? Share it with your friends
Here's a short anecdote that I believe will prove to be a valuable marketing tip and really help you get more new clients. About ten years ago my wife and I took up golf. It seemed like a great idea at the time since we're always looking for fun things to do together. Marian was a big advocate of outdoor nature trails, while my opinion was that if you had seen one squirrel, you'd seen them all. So we got ourselves some clubs, took some lessons and off we went.
Unfortunately, what I quickly realized what that Marian had a natural skill for the game, while Mark apparently had none whatsoever. It seems the game places less emphasis on brute strength (Tiger Woods notwithstanding) and more on rhythm and balance (which I discovered in my case were in very short supply.) However, that didn't stop me from continuing to play, and more importantly, continue to invest in the game.
Case in point. As I went to take out the garbage this morning I passed by a rack in my garage. In that rack were not one, not two or three, but five drivers representing some of the most elite of golf manufacturers. Now, it's important to keep in mind, these things are not inexpensive. A driver will typically set you back around $500. So why in the world would someone like me, who is working hard, just to get to become a mediocre golfer, invest so much in all this expensive equipment? And perhaps even more importantly, what does this have to do with niche marketing?
The answer is that my buying multiple drivers actually has everything to do with selecting a niche to focus on, because "golfers" are in many ways the ideal niche. The lessons we learn about selling things to golfers are applicable to anyone thinking about what marketing niche to focus on. Let me explain what I'm talking about in a bit more detail.
The golf market has two ideal characteristics. Prospective buyers of equipment have both a "need" to improve and a "want" (or desire) to get better. These twin levers of need and want are important to keep in mind when you are deciding upon a niche.
For example, let's take a marketing consultant, largely because it is something I know a little bit about. A marketing consultant who decides to focus on small business owners has a niche that meets the two criteria I just spoke about. First prospects have a strong need to get more clients. Marketing consultants tend to appeal to business owners who are getting tired of the feast or famine business cycles, but loath the idea of cold calling.
However these prospects also have a strong need or desire to improve their businesses as well. For entrepreneurs and owners of small businesses, their success is largely determined by how much money they make, the neighborhood they live in, the car they drive and the other outward manifestations of material success. I realize that it is crass to put it this way, but how your spouse and friends view you is determined in a large part by how successful they think you are. There is a lot of need and desire on the part of small business owners to grow their businesses and achieve as much success as possible. Thus a marketing consultant who focuses on this niche will likely have an audience interested in what they have to offer.
I've found that re-thinking one's niche is difficult for most business owners to consider. Many business owners I speak with adopt the attitude that once one they've decided what niche to focus on, then that's the niche they'll market to forever. Personally I think that's a mistake, especially in these difficult economic times. From a practical perspective if your current niche isn't providing you with the amount of business that you need, it's time to consider some alternatives. When you do so, if you keep the twin criteria of need and want in mind, you will dramatically increase the likelihood that you will focus on a niche that will invest in what you have to offer.
Find A Niche Market That Really Gets You More New Business - To learn more about this author, visit Mark Satterfield's Website.
Like this article? Share it with your friends
 | |
 |
No article feedback found. |
| |
Leave Your Feedback |
 | |
| |||
Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
|||
Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
|||
Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
|||
Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
|||
David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
|||
Casey GollanCasey Gollan, Business Coaching & Mentoring Programs. Add $1 Million to $10 Million in the next 1 to 3 years. Since 1996 Casey has to added hundreds of millions of dollars to businesses. Watch a free video see client results Business Coaching website. - Visit Casey Gollan's Website |
|||
Jeff FosterWebBizIdeas.com is a Minneapolis website design company founded to help people start an internet business by providing them with website, business, and internet resources that help foster the growth of successful online businesses and develop innovative Internet business ideas. We specialize in internet consulting & internet marketing. - Visit Jeff Foster's Website |
|||
David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
|||
|
To learn more about the Evan Elite Author Program please contact us. | |||
 | |
|  |
Subscribe to Mark's articles
 | |
|
|  |
 | |
|
| |
 | |||||||
|
 | ||
 |
||
 |
||
|
||
|
| ||
 |
| Have you written articles that would be of value to entrepreneurs? Become an expert on our site by publishing them! Expose yourself to a wide audience, drive more traffic to your website and get more sales! Click Here for details. |
|
|
 |
| Modeling the Masters: Learn the true secrets behind Walt Disney's business success factors & grow your company! Video produced by Phanta Media |
|
|
 |
"Learn straight from Evan how you can Make a Full Time Income (And More) from a Website"
Click Here To Learn More |
|
|
|
|
Get advice & tips from famous business owners, new articles by entrepreneur experts, my latest website updates, & special sneak peaks at what's to come!
|
|
|
 Law of Attraction in Action Delegation Workbook How To Double Your Business Business vs Personal Universal Search |
|
 | ||
 |
Choose A PR Topic
Press Release Builder | |
 |
Top 50 Business Plans
Top Business Plan Blogs | |
| ||
 | ||||
| ||||
|
| ||||
| ||||
|
|
|
|
|
||||||||||||
|
Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
|
|
|
| ||||||||||
|
| ||||||||||
|
|
||||||||||