Archive for month: December, 2024

“You need to understand that our manufacturing company is very niche.”

We hear this from nearly every manufacturer during our discovery meetings. “We are a very niche business.” It typically comes up when we start discussing their target market. Are the questions we ask about persona and their ICP (Ideal Customer Profile) making them uncomfortable? Are they embarrassed that they do not know or have personas documented? The niche description they reference seems like an excuse for not previously targeting the best prospects. 

My experienced, slightly skeptical side often wants to ask: Have you truly reached every potential customer in this niche? 

By raising the niche concept, are they implying that there is no one left to sell to, or is there a deeper story behind this claim? Some even go further, saying, “Everyone knows what we do. Only a small number of customers use our services. We know every prospect already.”

Is Marketing Ineffective for Niche Businesses? 

Another recurring theme is the belief that “marketing doesn’t work for us because we’re so niche. No one makes what we make (or as well, or for the best price, etc.).”

This sentiment often stems from how these businesses began. Many manufacturers started with a single, very focused solution born out of necessity. Their growth came from networking, cold-calling, and sheer determination, often with little or no formal marketing. However, these same companies likely have a website, printed specs sheets, business cards, and perhaps even email campaigns or sponsored events. These are all forms of marketing–even if they don’t think of it that way!

Finding Room to Grow in a Niche Market

Once we establish their niche definition, we ask: Why are we here? The answer is almost always the same: they want more leads. We also hear we need more people to know who we re and what we offer. OK, now we are getting somewhere. These discoveries can illuminate inefficiencies in their sales process or gaps in their team. 

Growth Means Rethinking the Sales Approach

Expanding in a niche market requires managing and engaging more prospects. This often involves redefining the sales approach or even expanding the team. 

Ask yourself:

• How often does your team engage with prospects to stay top-of-mind?
• Are you confident your sales teams are focusing on the best leads? (BTW, what ARE your best leads?)
• Would you want metrics to track this process and align it with your target accounts?

Growth isn’t just about finding more prospects–it’s about effectively moving them through the sales funnel.

Our Process: 32 Years of Refining Lead Generation

We begin by asking manufacturers about their ideal customer profile, prospect persona, and the industries they serve. Our ultimate goal is lead generation as a measurable result; achieved through a combination of marketing, public relations, web development, SEO, CRM tools, and automated marketing.

There’s no one-size-fits-all solution. Lead generation requires a structured process, full buy-in from leadership, and collaboration between sales and customer service teams. The saying rings true: The sales department is not the whole company, but the whole company is the sales department.

So, there is room for expansion in their niche! Our process often uncovers untapped opportunities to penetrate their existing market and reach.

If this sounds like work, it’s because it is. But it’s worth it. If you’ve made it this far in this article, we should probably talk. Grab 15 minutes on my calendar and let’s explore how to unlock growth in your niche market.