Adapt to Your Customers and Become a Specialist
As you work with a lot of customers and prospects in a narrowly defined market, you gain special insight into how they think and what they need. You will be able to communicate with them as in “insider” using their own special vocabulary and style.
Prospects and customers will think of you as being “one of us” …a specialist who caters to their unique needs. They will want to do business with you because you understand their special situation and know exactly what they need.
As a specialist you also eliminate much of your competition …even if their prices are lower. Most customers will pay a little more to buy from a specialist so they can avoid the risk of doing business with a competitor who has little or no understanding of their special needs.
Bonus: When you deliver results as a specialist you also establish yourself as an expert in your field. Customers will proudly refer other prospects to you. They appreciate what you did for them and are confident you will deliver the same results for others.
How to Find Your Hidden Markets
Start by evaluating your existing customers. Look for groups of customers with similar characteristics you do not currently cater to in your advertising. Then create new versions of your sales message appealing to their specific needs. You will attract a lot more customers just like them.
For example, the owner of an accounting service marketing to small businesses noticed that many of his new clients were landscapers or insurance brokers. Therefore he created separate web sites highlighting the unique benefits his service provided to clients in each of these businesses.
The two sites looked similar, but their sales content was customized to appeal to the specific needs of potential clients in each market. Visitors to either site probably assumed he specialized in working with companies in their industry. Within 2 months he was able to increase the number of new clients from each group by over 25 percent.