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A Niche Within A Niche

Joseph Tom Riach – Author of successful living books and mystery novels, vivid views of life and business”A Niche Within A Niche” is the fifth in my 2022 series of articles based on my real life experiences, professional insights, personal views and fun stories. My hope is that in them you find joy and inspiration.

A NICHE WITHIN A NICHE 
by Joseph Tom Riach

     Most people understand that, in business terms, a niche refers to a segment within an industry, trade or profession. A niche within a niche is an even more closely defined activity. Practitioners within a closely defined niche may be deemed to be specialists.

     An example might be if you manufacture house furniture. Your niche might be that you produce only bedroom furnishings. Your niche within the niche could be that you specialise in just pinewood bedroom furnishings. By closely defining your activity in this way, you also define your reputation. It's a case of choosing to be recognised as a big fish in a small pond rather than being an invisible one in a vast ocean! Therefore, many successful sole traders and self-employed people follow this route. It's a smart strategy.

     But, while niche marketing is recognised as the powerful business practice which it is, and much is spoken and written about it, not a lot of space is devoted to how to approach becoming such a specialist. Let's put that right.

     The good news is that the principles attached to establishing yourself as a specialist in a specific area of trade or business are pretty simple. Putting them into practice will take a bit of work though. Here are the essential steps.

     * Work only in an industry, trade or profession which you absolutely love. Okay, you knew that one.

     * Within that sphere, seek out an opportunity to provide goods or services which are :

                     (a) Much in demand - or which you can create a demand for

                     (b) Poorly catered for

                    (c) To which you can add an individual touch, something exclusive to just you.

       Create a different angle, a new or innovative approach which distinguishes you from all others in the sector. This could reference quality, value, cost, delivery, after-sales – whatever – but find out what will work best for you and for your customers. And make it a fun experience for all. This step will take research and preparation on your part.

     The 'golden' key though to unlocking your potential as a specialist to be looked up to is to go to work in the trade or profession into which you intend to supply your goods or services. You may already have done so but, whether or not this is the case, it will pay you to do your homework in this respect. Get inside the sector you intend selling to. Get close up and personal with it and the people within it. Get your hands dirty. Perfect your knowledge of the trade. Your aim is to be best in class. Nothing less will suffice. It will take time and patience. But when you labour alongside your target market you earn their respect. You gain credibility. You're ready to be their trusted specialist.

     Which brings me to the last point. As one of 'them', known and respected within the sector, never, but never, sell your goods or services to them. You won't have to. Wait for them to approach you. Reputable specialists are, you see, sought out by the crowd, not the other way around.

     Remember, if I want just any furniture, I'll shop around a number of stores. Sales assistants will have to sell me their offerings. But … If I want pinewood bedroom furnishings, I go straight to the established pinewood bedroom specialist. I've 'bought' your service before I even get there. Simple!

     So, by the time you've done as I suggest, there will be an endless stream of the already converted beating a path to the door of your niche within a niche business. They'll already know that trusting in you will be a risk-free, fun and rewarding experience for all. Confirm their belief - job done!

 I am Tom Riach. I live and write in the sunny south of Portugal. 

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A NICHE WITHIN A NICHE  is an original copyright Tom Riach feature.
I hope you enjoyed this short article and found it to be of value.
To learn more please visit me on my Author Page.
See you there! Regards, Tom.

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© Copyright Joseph T.Riach 1998-present. All rights reserved.

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Comments

  • Top Member

    Wonderful advice on the subject of niche within niche. You explained that perfectly Tom Riach and I do recommend others read it all. Have a great day my friend. 

    • Top Commentor

      Thanks Terri! My day is great and always getting better when I hear from you. Hope your weekend is nothing short of wonderful!

  • Top Video Contributor

    I like the idea of your taking niche marketing to the next level by making your niche special and unique.  Thanks for the clarity, Tom.  I agree with Dennis, in that most people do not seem to get this, you make it clear and understandable. 

    • Top Commentor

      Yes George, people turn away very quickly from that which is not clear. I know I do. It's what has driven me to practice a simplified approach to all things throughout my life. I realised early on that if I couldn't get a handle on something, there was no way I could persuade others to!

  • Top Commentor

     I have a hard time understanding why more people don't get this. 

    When you specalize in a small area, it is simpler to become a specialist

    in that area. 

    When you do it right you are never looking for customers they come looking

    for you. 

    Why with as simple as this is, do people still attempt to do things the hard way? 

    • Top Commentor

      Why indeed Dennis! But that is how it is. People have an innate desire to be all things to all people. Overcoming this psychological barrier is what's needed.

  • Top Commentor

    Such a simple concept, but profound. 

     

    Because it is the truth. There is a blessing in being a specialist. 

     

    Thanks for sharing the insight, Tom. 

    • Top Commentor

      Thank you John. Yes, there's nothing complex about the principles of doing any activity or profession well. Complexity arrises in people's perception of what they think is expected of them!

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