Unless you are a huge organisation which dominates the market, identifying and exploiting a niche is absolutely key.

I was reminded of this today as I crossed Vauxhall Bridge. A dark blue van passed by and under the company branding were the words ‘graffiti cleaning division’. Even companies providing an apparently basic service like cleaning can establish and promote a distinctive position in the market. And what a great offering it is. You can immediately see the target audience and the way the service could be marketed. So do you have a niche or are you a generalist, rather than a specialist? You really can achieve more sales by adopting a narrower focus. If you don’t know how just ask me.

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