Positioning Your Service
Positioning your service is the first step in the marketing process. More specifically - defining
your best target client. Once you do that tailoring the rest of your marketing mix becomes pretty
straight forward.
When defining a target niche, identifying too wide a base, means you specialize in none.
Think of Sears.. the original low cost department store. In their Halcyon days they dominated
the landscape... but over the years Sears added more and more services to
appeal to more and different clients...
adding better fashions to their lower cost items for example. Next thing they knew, along came
Walmart, Target, and Home Depot. These new competitors all focused and stole customers from Sears. The take
away - narrowing your sights can establish a beach head and increase your success.
One more thing about niches - do the difficult thing. That is, focus on being able to service the niche that
requires greater skills. It reduces competition for those specific clients... and prospects in all the niches that
are easier to serve will implicitly know you can fulfill their needs... So focusing can actually broaden your
prospect pool.