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  • Matt Aird

Why you should Nail your Niche

Before you hit go on your outbound sales programme you’re going to want to nail your niche. That is, you’ll want to have a really clear understanding of the type of prospects you’re going to approach and how you can help them.


Why?


This will allow your messaging to become hyper specific meaning it’ll resonate more and you’ll convert at a higher rate.


To give you some real examples of this think about how the following companies got their start:


  • Facebook and Harvard Students

  • Paypal and Ebay

  • Amazon and books

  • Orah and Boarding Schools

  • Scaflog and Scaffolding Companies

  • Infotools and Marketing agencies

  • Automio and Law Firms


By narrowing the message you not only make it more compelling to your prospects but you make it easier for your Sales Development Reps and Account Executives as well. That’s because prospects that are alike are more likely to have similar organisational structures, buying processes and objections. The more familiar your team can get with these things the better their performance will be over time.


How to choose a niche


Not all niches are created equal. You’ll want to find a niche that you can tick 3 boxes on before doubling down on outbound prospecting.


  1. Pain - Lots of suffering that you can identify and draw out in your prospects

  2. Solution - Your solution to this pain can be easily articulated and is tangible to your prospects business

  3. Results - You can display the results that come from implementing this solution


Here’s an example taken from SuiteFiles, one of our clients here at Sales Science.


  1. Niche - Accountants in Australia and New Zealand that use Xero Practice Manager

  2. Pain - Not everyone in the firm has access to the documents and email correspondence they need, when they need them.

  3. Solution - SuiteFiles automatically stores and categorises important documents and emails in the cloud allowing everyone in the firm to access them no matter where they are even directly from Xero Practice Manager.

  4. Results - Employees save on average 4-6 hours per week looking for, storing and requesting information from colleagues and clients allowing them to better serve clients.

What happens once you've nailed it


These three points allow us create very specific messaging to these prospects which resonate, our reps will get to know these customers and we’ll achieve good results long term.


The results of this also compound overtime. By focusing on a specific niche you can establish a lot of credibility with your prospects in that niche. This will allow you to build a mini brand in this market and become the go to solution.


This is a great way to differentiate from the other solutions in the market that could potentially service your prospects.


So nail your niche before you start prospecting. Get really clear on your Pain, Solution and Results and build your messaging from there. If you need help with any of this, feel free to get in touch.

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