Have you been in situations where you were wondering what to do to differentiate yourself from your competitors?You want to stand out from your competitors, but you don’t know how?
To compete and win in the market place nowadays, you need to do something unique that nobody else is doing,and that uniqueness is to create a niche for your business. A niche is something that makes your business different from your competitors.
Recently, I was having a chat with someone at a networking event, and I asked him, what makes him different from his competitors, and he said “our price”-meaning his company offers cheaper, lower price than his competitors. From experience consulting with small business owners, I have discovered that if you are the cheapest in town, people will perceive you as not good enough.
You may want to ask me why do you need a niche? Here is my answer- “The eagle that chases two rabbits catches neither”. Having a niche help you dominate the portion of the market.
It is better not to be jack of all trade and master of none. Selecting a niche group of people who you are going to concentrate on will give you much more chance of domination within specific area. You can become the known expert in that niche. It concentrate both your marketing efforts and your expertise.
Here are two recommendations for creating a profitable market niche for your business:
1. Identify your exact target audience: Think like your target audience or customers. Identify their exact needs, deep motivation, want, dreams, desire, goals, problems and interest. When I consult with my clients, I tell them “put yourself in their shoes, think like them”. Study people to discover their unrealized needs.
Do surveys to find out what they are thinking. Create a niche that none of your competitors are using, create a differentiated value preposition and be relentless in educating them about your new offerings.
2. Know who your competitors are: Think! Use your brain power. Constantly ask yourself how you can differentiate yourself from your competitors. What irresistible offers could you give your niche audience that they can’t imagine that your business is the market leader.
What niche could put your business on top of all your competitors? Brainstorm many ideas as possible, and then choose the really disruptive and winning ones.
These are what makes a niche successful:
· A niche group of people with common problem
A demand for a solution coupled with the ability and willingness to pay
A large enough number of these people to support your business
An easy to track down target customer that you can afford to contact
Being able to offer something better, different and more appealing
Finding an opportunity to be an innovator.
Here are some example of niches to help you:
1. A life coach who help people who are facing retirement plan an exciting new life. I once coached a client for 6 month on this.
2. A credit control company who help small business owners get their debtors to pay.
3. A human resource consultant who help people recently made redundant plan their life change positively.
4. A financial adviser who help young people in their first job plan their financial future
5. A garage which help local female drivers with their car maintenance problem.
Once you have your niche you can then start to promote yourself as the expert. You discipline yourself and everything you do from now on will be focused on creating the bait that will attract more and more of your niche customers. Your aim will be to become “famous” for your expertise in this niche.