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One of the main questions I get as a business consultant is - how can I sell more of my product or service?
The holy grail of questions.
How do I sell more?
Unfortunately, there is not one silver bullet of an answer - instead there is a set of steps that need to be followed, in a very specific order, which collectively give the answer and the results to help you sell more.
But why am I asked this question time after time?
Because of one single marketing mistake that is responsible for more than 90% of businesses having this same problem -
COMPANIES TRY TO BE ALL THINGS TO ALL PEOPLE
In over 90 out of 100 cases, the answer boils down to that same answer
- the business is trying to be all things to all people.
Said in another way, the business is not focusing, with laser sharp focus, on the customers (and potential customers) that will bring them the most sales, the highest profits, and the most successful outcome.
It sounds pretty simple doesnt it?
Well, whilst it sounds simple, it does take effort and focus and some knowledge on the steps to follow to ensure you have the right focus for YOUR market.
So how do we focus?
There are five steps we can follow have you got a pen handy? you might want to write these down because if you follow these steps properly, it can make a massive difference to the future of your company ok are you ready? if youre not, press pause and go grab a pen, youre still here so Ill continue to the steps ok, so five steps, in this order - great - step 1 is understand you competition
step 2 is understanding your own company - be as honest as possible - get staff and or customers involved to give a balanced view
The outcome is a detailed understanding of what you are good at, and importantly what you enjoy, and possibly areas to develop.
step 3 is creating a list of possible niches you can focus on - what do i mean by a niche?
well lets use an example of a baker - humour the example, it will apply to all businesses the baker bakes bread for that baker to focus on a niche, the baker may want to bake european style bread, or gluten free bread, both of those would be niches, rather than just bake bread
another example could be a printer - a printer typically prints anything and everything, but how do you focus that? You could chose to focus on printing brochures because the printer has worked out that brochure printing tends to be the easiest to manufacture and the most profitable. So there the printer has a niche of printing brochures. Of course you could go to an even more granular level, as an example you could have 1, 4 or 5 colour printing with binding - any mix of those options would be its own individual niche - does that make sense?
I hope so, I cant see you nodding, but Im going to assume you understand and Im going to move on to step 4
So at the end of step 3 you now have a list of possible niches
with step 4 you Take those niches, and rank them in terms of the compeitions weaknesses, your strengths, what you enjoy doing, and also profitability - once youve got a shortened list (say 5) then you need to ask 11 questions to make sure youve got the right shortlist
Our aim with these 11 questions are to filter the remaining 5 or so down to the one GOLDEN NICHE
picture a sieve here, were constantly filtering to get the best of the best, so, to sieve each niche, you need to ask the following 11 questions, and for those 11 questions you need really good and positive answers to, those 11 are listed in the video.
Once you have worked through all 11 and have the answers, you should now have the golden niche, the perfect focus for your company if youve got two that are neck and neck - not to worry, just pick the one youd most enjoy working with - you can always come back to number 2 when you revisit this, when the money has started rolling in with your number 1 choice.
so now we move to step 5
we now take the chosen GOLDEN NICHE through to the final step of Niche and Focus,
Step 5 -
You now need to understand every little thing there is to understand your golden niche.
Spend more time researching the types of customers, their spending habits, their general habits. This is where you try and think like that customer, because if you can get to that point, youre ready to start picking the right words to sell the right products, at the right price, to the market that you have now selected as the best fit for your company.
Good luck!
Getting the right focus is step 1 in a 26 step process on improving your business
If youd like to know more about the other 25 steps, or if youd like to get more detail on the 5 steps that Ive just walked through, Im working on five new videos, each one going to the next level on how to successfully work through the steps talked through before.
before I get those videos out to you, as a thank you for watching this video, I want to give you a really powerful report which shows you 26 marketing mistakes that companies make every day
and remember, everything ive just covered was in response to one mistake - so if youre not already there, get yourself to
www.improveyourcompanynow.com, just put your email address in, and well send you that free report, AND Ill personally send you those additional videos just as soon as theyre ready.
Visit - improveyourcompanynow.com - Id love to get your feedback on this video, and whilst youre there, you can register, so that I can send you the next installment of videos when Ive finished recording them - that should be within the next 1 to 2 weeks.
I hope youve got some value out of watching this video -
Ive enjoyed sharing the steps that have been followed to help my clients improve their businesses, their sales, their profits, and ultimately their dreams.
Again, thanks for taking the time to watch, and I look forward to sharing more of these, from
www.improvemycompanynow.com
Bye for now.
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