Most of us try not to be all things to all people, especially in the B-to-B world. For those of you who are, I feel bad for you.
If part of your criteria for new business is “anyone with money” or “I hope to get paid,” I have to believe you’re not running a growing or profitable business.
We’re in the competitive niche of marketing and have taken the position of not being all things to all people. We have defined our niche as helping manufacturers who want to reach the professional tradesman and promote it appropriately.
Here are some tips that have helped us grow and prosper in our competitive space:
- Hire us to be effective, not efficient.
- We help clients become profit leaders, not market leaders.
- Category knowledge – intellectual capital.
- Don’t be afraid to focus – be afraid of mediocrity.
Make your value proposition clear because relevance and differentiation do matter.
You and your company only have so much time. Why not spend it on clients you choose? Remember, bad clients can drive out good ones! If you stay true to your positioning, new clients will find you.