Skip to content
Sales & Marketing

What's Your Niche?

Specialization can be an asset to a sales professional. Focus on becoming an expert in a few customer segments that you deeply understand.

What's Your Niche?

I believe that no niche is too small if you own it.  You’re better off initially narrowing your focus to a couple of market segments that you deeply understand for a couple of reasons.

how to keep a meeting agenda on track

You'll have richer insights into how your offerings can produce benefits that decision-makers in this segment can measure with their own yardsticks.

You’re more likely to get a reference from one person to another if they’re both in the same industry. I often joke that if you’re doing business with auto repair shops and hospitals, the only reason an auto shop would refer you to a hospital is if you slipped on a grease puddle in their garage!

Let’s say you’re in the hospitality business.  Someone introduces you to another hotel and you confidently and cheerfully open the conversation with the following: “I'm really glad to be here. We've worked for no less than 16 hotels within 50 miles of here, and now that I looked at your ceiling, I can tell you that we've replaced the type of lighting that you have in 10 of those 16 hotels.”  That's a powerful introduction.

At Selling Energy, we’ve kept our focus on the energy and building solutions business.  Could I go out and sell photocopiers tomorrow?  Sure, but it would take me a while to assemble the industry foreknowledge and other ingredients needed to become a rock star in that space.  In the energy and facilities space, on the other hand, I’ve had 2 ½ decades of experience and scar tissue influencing energy-related decision-making in more than 3 billion square feet of real estate.  That’s what I do.  And that’s the insight I share with our Selling Energy ninjas.  So, what will your niche be?

18May2022 AESP Spring Training course announcement

 

Mark Jewell

Mark Jewell

Mark Jewell is the President and co-founder of Selling Energy. He is a subject matter expert, coach, speaker and best-selling author focused on overcoming barriers to implementing projects. Mark teaches other professionals and organizations how to turbocharge their sales success.

SUBSCRIBE-CONCEPT-876110004_727x484

Subscribe to our Blog

Get daily “drip-irrigation” reinforcement. Each day you’ll get bits of wisdom, news, highlights of upcoming courses, and quotes to keep you inspired and motivated.

Latest Articles

Build Your Brand

Build Your Brand

Ways to build your brand beyond your primary product or service.

Manufacture Your Own Leads

Manufacture Your Own Leads

There are definite benefits to manufacturing your own “warm leads” through this brand of research and observation.

Setting Call Objectives

Setting Call Objectives

Here are some examples of weak and strong call objectives.