Niche Marketing: The Business Specialist

By , Small Business Speaker, Writer & Commentator - Supporting Those Going it Alone

Solo-E Certified Solo Entrepreneur Expert

Robert Gerrish - Small Business Speaker, Writer & Commentator - Supporting Those Going it Alone

When it comes to working smarter we shouldn’t overlook niche marketing and the benefits of positioning yourself as a business specialist. Here are five compelling reasons to do just that.

1. Business specialists have opinionsNiche Marketing

As you become immersed in your area of specialty, so you develop strong opinions. These opinions may be about a particular area within the scope of your work or they may be about the circles within which you operate.

For example, if you’re a retailer, your opinion may be about the products you sell, issues concerning the people you sell to, or issues to do with being a retailer.

The point is, opinions matter. People value your opinions – your customers, your contacts, your network, the media. Speak up about your views and before too long you will be approached for opinion.

Ponder for a moment: Your customers, your contacts, your network, the media… all approaching you for your opinion. How does it feel?

2. As an aid to generating referral

In simple terms, for referrals to be generated, people need to know what you do and who you do it for.

By establishing yourself as a specialist in a given field, you make it easier for acquaintances, friends, fans and advocates to talk about you.

Speak up about your views and before too long you will be approached for opinion.

Got trouble with your feet? Need work on your gums? Want to get more clients? Who you gonna call?

Want more articles like this? Check out the business marketing section.

3. Helps maintain focus

Focus is fabulous. Henry David Thoreau had it right all along. So if you’d like to “meet with a success unexpected in common hours” you’ll give it your attention. By becoming a specialist, focus moves from being an optional extra to standard equipment. You simply have no choice.

4. Business specialists command a premium

Recently in a crisp little surgery with art on the walls and James Taylor playing on the stereo a very nice man in white Birkenstock sandals spent 40 mins prodding around in my mouth. It cost me $500.

I am not complaining, I’m merely illustrating a point: If you dedicate yourself to your area of specialty and over time, truly become a specialist, you can charge a premium for your work.

5. You’ll open a door to serial-specialism

Once you have tasted the benefits of becoming a specialist, you’re likely to see opportunities for more. A good place to start is to look at your current client base and search for specialized commonalities in the work you do.

A valuable exercise can be to ask the question of clients: What do you get from working with me that you did not anticipate at the outset?


Robert Gerrish is the founder of Flying Solo (based in Australia) and host of the Flying Solo Podcast. Alongside his role as Head Honcho, he presents at conferences & events and bangs on to the media about all things micro. Along with Sam Leader and Peter Crocker, he's the co-author of Flying Solo - How to go it alone in business.

In 2017 Robert distilled his 20+ years of experience as a Solo Entrepreneur into a truly comprehensive - and easily digestible - program: Work your way - The complete guide to going it alone in business.

© Copyright 2017 Robert Gerrish
One comment on “Niche Marketing: The Business Specialist
  1. Paul Dyer says:

    This Monday a lady booked a hearing assessment with me, because she was really missing out socially although could hear me (in a quiet room) perfectly well. Yoga classes – couldn’t hear the instructor. Did not want a hearing aid which showed or ‘blocked’ her ears. When I asked if she knew what had caused her hearing loss, the reply came “too much loud rock music”. A girl (of some 75 years standing) after my own heart. So it turns out I’m a specialist – in listening, explaining the problem, solving the problem to the client’s satisfaction (she rang me the following day to say how delighted she was) and a little knowledge of rock and roll. Wohoo!

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