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If you are a surgeon, you don't give volume discounts for appendectomies and cut-rate prices if business is slow. At least not if you want to private party space grow private party space a serious business. People buy other people they perceive to be already successful. Begging through private party space cold calls and slashing prices rarely conveys a tone of self-confidence and success. Regardless of what service you are selling, think of yourself as the "surgeon" of your industry. No fire-sales needed. Your reputation speaks for itself. That's called being niched. Dr. Lynda Falkenstein is the author of "Nichecraft: Using Your Specialness to Focus your Business, Corner Your Market, and Make Customers Seek You Out." Send her questions about your business via email at drniche@falkenstein.com or visit her web site at http://www.falkenstein.com. Previous columns:How to warm up those cold calls, 07-03-2001Beyond hourly fees to value pricing, 06-26-2001Even disaster can create a great niche, 06-12-2001Employees need to find a niche, too, 05-22-2001Niche lessons
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