Pick a Niche and Dominate
Should I specialise in my tradesman business? Is it better to offer a range of services?
With seemingly everyone needing a tradie at times, why is niche marketing so important? That’s a fair question and many tradies prefer to go wide with their customer target for fear of running out of work. Being a generalist does have its advantages:
- Different job types to help with team skill training
- Larger volume of leads (maybe)
Actually, that’s about all the advantages I can think of. Looking at developing a market niche (or two) to focus on may appear a braver path to go down, but being a bigger fish in a smaller pool, rather than a small fish in a bigger pool, has its advantages too:
- More effective advertising
- Cheaper marketing costs
- Being viewed as the expert
- More efficient (thus lower cost) field operations
- Able to charge higher prices
- Better understanding of customer needs and emotional “hot buttons”
I think the benefits outweigh the negatives, if the niching process is carried out well and followed through consistently. Leads in non-niche areas will still probably come to you anyway, from past clients and the like, so you can still say yes to those jobs if you wish. The niching process is more in how you proactively market your business to attract new leads in your favoured area. So, how could you niche your business?
If you need help identifying how you can streamline your business, find your niche, and maximise your market share, talk to me, Andy Burrows of The Trades Coach. I can help with reviewing your business structure, offering, strategy and numbers, all in a confidential setting. Simply email me or give me a call on andy@tradescoach.co.nz or call 027-6886721.