How does defining a niche help with marketing, sales, and public-relations efforts?
Everything in business is easier when you have a well-defined niche. Your current customers will be more likely to refer you to people who have the same problem they had, for instance. Your marketing and PR campaign will have a natural, sharp focus. Your sales staff can deal in the specific, rather than the abstract, and they will waste less time on general prospects, opting instead to target much more likely clients. Think about the psychotherapists I talked about earlier. Which one is easier to remember and give referrals for: The one who lists everybody and every problem? Or the one who specializes in working with women going through post-partum, or life transitions? The specialist has a natural market tie-in with ob/gyns if she talks to some and lets them know that she has expertise dealing with patients who are struggling with menopause or postpartum hormonal changes. She has a built-in passion and caring for women in these stages of life — something the doctor is likely to share
