Niche sales and marketing is a tried and tested strategy for companies that sell to other businesses. Throughout my career, I’ve found it to be a strategy that works time and time again. My first B2B enterprise sales experience came with Lexmark, a global provider of printing and imaging products. Part of Lexmark’s early success was due in part to the fact we targeted very challenging vertical applications that drove a lot of volume and revenue. This initially served Lexmark very well and the company enjoyed rapid growth through the 90s.

This was a viable strategy in the 90s and still is today. One of our first blog posts at VA Partners was on focusing on the right target customers. I still talk to many tech entrepreneurs that don’t have a well-defined target vertical in mind. Entrepreneurs often want to sell to everyone. But with limited resources and runway, this is next to impossible.

Here are some of the advantages of focusing on niche sales and marketing.

1. Get Found

It’s easier to get found through the web when you have a specific solution. Last week, I talked to a tech company that has a unique solution that connects an older legacy system with a new system. Their solution was so targeted in fact, that they had prospects contact them from as far away as Australia. At the end of the day, getting found is easier with the right inbound marketing plan.

2. Understand the Pain and Challenges

Working on a specific niche can provide you that extra insight that will help in identifying the right targets, help with your introductory calls/emails, and help your company gain credibility. You will be able to go faster and further with this knowledge.

3. Leverage Success

Half the challenge in sales is finding the right person to talk with. One of the tools that get you in the door is references, and having recognizable names from within an industry can help immeasurably.

4. Organic Growth

Being a major player in a specific vertical will naturally lead to organic growth. Friendly contacts and accounts will talk to others and inbound calls and emails will happen. If key contacts switch jobs, it’s often in the same industry. This allows for your champion to spread the word in a new account.

Niche sales and marketing doesn’t mean you will only ever focus on those verticals. Over time, you’ll find your startup will be able to jump to an adjacent vertical that has similar challenges and problems. If you would like a free 30 minute consultation on finding your sales and marketing niche, please contact us.