Hole punch: seek the best niche markets for your business. Part Three

We approach our job like the hole punch in our tool box that is put on the exact point that we need to perform our task. We too need to concentrate on a niche in our business and become the expert in that given area. Years ago, I gave presentations at service organizations telling about the importance of recognition in the lives of employees. It was and still is important to appeal to an individual’s sense of accomplishment and worth. The ego is an incredible tool in dealing with people on both sides of the counter, and when we understand how to use it, dealing with the public becomes less stressful.

I have seen my job for years as one who can inspire and give others hope. No matter if I am speaking, writing or talking with a client, friend or employee, because our clients also become our friends or they should—don’t forget that. The word hope comes from a Greek word that means rope, and as we all know, a rope can sometimes save us. The rope like hope is something to hang onto. That is just what I want to do—present you the tools of hope to help your business.

Now I am not referring to saving in a Biblical sense, but that too would make my life complete. What I think we all need is just a word of encouragement in order to accomplish our goals, especially if they are worthwhile and well thought out to do good for someone or something. If your business is geared to service your clients and yet at the same time making a comfortable living for you, then aren’t you accomplishing two very important and distinct goals in life?

Just how do we concentrate and focus on obtaining the search for acquiring the right client? Ask yourself a few questions:

What do I know the most about in my business? I have observed as I have traveled, talking with you folks during the last three decades, that you are remarkable and filled with individual talents. Some of you are amazing conversationalists, but you need to be talking with new clients who want to buy.

Those who are good talkers need to make that the primary sector of their business and build upon it—don’t become a professional visitor. Each time you are talking with a client, you should make that time count. Others of you are true artists, and you can create beyond belief, but you need to hire a mouthpiece to present your creations.

Others are bean counters; you understand the operating of a business, but you need to direct others and stay in the background as the silent director of this play. We all have different talents; think about how you can define yours and then set out to use those talents.

How can I be of service and help someone? Many years ago, I gave a talk on “Selling is Service.” It was about the art of selling after we made the sale and the importance of the service after the sale. It is so easy to sell someone one time, but the real secret is to get them to come back because their experience with you and your company is unequalled.

That is the art of building a successful business. And if you think about it, if you can inspire others to want to be around you, then you are building a successful life that is very rewarding with accomplishment.

Why would someone choose me or my company? Just what makes you want to go to the same grocery store or gas station you do time after time? There are so many to choose from. Between our farm and the office, there are over 50 gas stations, and yet Nora and I go to one that is higher than most of the others. But just take a few minutes and think why you use the same services over and over from others. Is it always the price?

I suspect in many cases that it isn’t just price, but the experience and the service you have received. Why not try to emulate these people and learn from them; after all, we know that their style does work. And you become like the people you are around! We are more likely to gravitate to those we think we have something in common with.

When should I start and with what? You have already started—you are reading and listening to learn more about your craft; congratulations, because getting started is half the battle. Now what should you start with? I think that is going to be individually different for all of us. But I would encourage you to start with what interests you, because it will be much easier for you to continue your focus if you are involved with people and a subject that interests you.

Don’t do as I did and try to start an association with something that just doesn’t interest you as I did when I was selling bowling alley awards. As many of you will remember, I started selling bowling alleys, and bowling just didn’t interest me. But when I started selling horse shows, my business grew; it wasn’t as much work, because I was dealing with people I liked and could relate to.

Don’t look at your business as business all the time, but as a fun thing to do. Every day should be an enjoyable experience in your book of life. You had better or your life is going to be hard and stressful. When we start our business, we are like a shotgun, and we are aiming at a specific target, but as we grow and learn more, we tend to be more like a highly prized rifle, and we hone in on a special type of business that we can relate to. It is this special time when we select the market(s) we are interested in that can assure our opportunity for success.

Where should I search for this special client? I think we have just answered this question. Get involved with the people you like and the events that interest you. Then start thinking about how you can serve these people with a better mouse trap. Selling is truly serving others in a better way. We all start with nearly the same product lines, and after all, most people don’t have anything that another person can’t offer, so it must be the service—the way we take care of people.

Just don’t forget that people are the real secret to your business on both sides of the counter, and it is extremely hard to conduct your business without them. So keep them desiring your products and especially your services.

Interesting to observe, but we have just set out a basic principle: we have asked ourselves Why, What, When, Where and How! I suspect that if we can answer these five questions about most things we could accomplish much. Let’s look at each of these challenges and see where it leads us in our next article.