Written by Sean McPheat |
Ever thought of yourself as a vertical niche resource?
And don’t dare say ‘What’s that?’
You should know the term and be using it consistently if you’re going to be growing in tomorrow’s market-place.
Now you might be a provider of excellent solutions for companies and might focus on particular sectors but have you ever proclaimed that “we are going to own this sector of the market”.
Now to do that, you have to start thinking of yourselves as more than just a sales force that sells to specific companies.
You have to think of yourselves as a vertical niche resource. You have to get on boards. You have to speak at conferences. You’ve got to do podcasting to that niche. You should produce DVDs of clients who are using their services, to send to prospective clients. You must have a blog where you interview subject matter experts. You’ve got to do all of these things that don’t cost a lot of money but take time and definite planning. You must be the expert in whatever it is that you do, whatever market you serve.
If you’re not an expert, then you’ll be devalued in the marketplace. Keep working on your own knowledge base.
Some salespeople say that they may become so specific that their market won’t be abundant anymore. It’s probably the opposite–the more ‘niche’ you go, the more abundant it becomes because the more of an expert you are, the more people who are reaching out to you saying, “I like what you have to say. You need to come talk to us. We need help.”
There’s an abundance of problems out there. You become more valuable to clients when you become a finder and solver of problems.
Originally published: 19 April, 2010