A niche business is based on the fact that it sells a solution to a small group of companies or people who have specific and often complex needs or desires , and therefore they look for specialized solution providers capable of meeting their expectations.
Why is attracting customers in niche companies a big challenge today?
Talking lately with CEOs and sales directors of these types of companies, I have learned that while selling to a niche market and specialization provide competitive advantages for the company, they face a great challenge in gaining market share, which one of them expressed in the words of:
“The great challenge we have in sales today is reaching specific people who have a need at a given time (which we can solve).”
Digging deeper into the comments and conversations with these executives, we can break down the following.
Challenges for marketing and sales teams
- How to know if the prospect is looking to solve the problem we solve. Beyond obtaining contact information (which is a challenge in itself), the marketing and sales strategy must allow us to understand what stage of the purchasing process they are in.
- Long sales cycles and differentiating the value of our solution . If our sales process is not aligned with the purchasing decision process, consultants or specialist salespeople spend a lot of time chasing prospects, hong kong telemarketing instead of focusing on those with the highest purchasing intention.
Interruption Marketing and Sales
In a context where the buyer is why is it more difficult to attract customers in b2b companies now? increasingly empowered with information, interruption marketing and sales actions , such as radio, television and billboard ads, as well as cold calls and emails , are becoming less saudi data and less effective.
We are not just talking about traditional marketing, digital marketing tactics such as YouTube and Facebook ads, newsletters and emails without personalization can also be ineffective when, in this interruption, we seek to only sell or base our communication on ourselves, instead of providing value to the person.
Inbound Marketing: The strategy for companies that sell in niche markets
The key to making the strategy work is to place the customer at the center and design all marketing, sales and customer service actions around them.