Niching works. In the last couple of years, I’ve spent over £1000 with a businessman I’d never dealt with before. Why? Because he’d positioned himself as an expert: “J.W. Rawlinson, Automobile Technician – Jaguar specialist” it said on the card his marketers stuck under my wiper.
Normally, I just throw that sort of thing away, but this one I kept – as a Jaguar driver, it spoke directly to me. And when I remembered shortly afterwards that I needed to renew the MOT roadworthiness test on my Jaguar, guess who I called? And he did my brakes the following week, and all my servicing from then on. And I refer other Jaguar owners to him, as well.
If that card had just said “Automobile Technician”, it’s very doubtful I’d have called him. After all, why would I trust my pride and joy to just any mechanic? Knowing that he specialises (niches) in Jags, I’m comfortable that my motor will get the attention it deserves, so now James gets all my servicing business.
All because he niched.