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Charles L Martin has spent a lifetime experiencing hard won sales and marketing battles in the fashion (7th Avenue), film (Hollywood), food & beverage (Worldwide), and social marketing (SoCal) industries. He enjoyed working as an assistant to Liz Ortenberg (Claiborne), Tommy Hilfiger, and producer Scott Rudin, among others. He has worked for Esprit, D.F. Sanders & Co., more than 25 other A-List actors and producers, Rhino Chaser's Beer, EarthLink, United Tranz Actions, OpenTable and now LivingSocial, which is the coolest gig around.

The concept of Anticipation Marketing is his specialty. He loves marketers and sales hacks. He loves (or dislikes) your company. His rants on hotheadblog.com may inspire you. They may ignite you. Either way, it's all good. Follow Charles on Twitter @vendorcloud

Charles is a 4-time marathoner with a 3:58 PR. He also enjoys loads of time with his awesome family as well as advocating in modernist architecture, fine wine, craft beer, master Japanese gardens, xeriscape, politics, and music. email him at vendorcloud@gmail.com .

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The Niches Have It

By Charles Martin | January 15, 2008

I was working on Christmas gifts recently and thought how it’s becoming more and more a niche world. Sure, we knew this in some major areas, but this is true in my 4 year old’s life too. He didn’t just want a Nintendo DS for Christmas, he wanted a red titanium one with a special Costco-only skin and goodies. Drill down further and it has to be the one with the added games and bundle.

Niche-ing is what we are all about now and it’s important that you realize this in your sales and marketing efforts. This is even true if you’re selling yourself on that next Match.com date. Are you the blonde gal that loves long walks on the beach with a warm puppy on your leash or are you the 5-9 heather red blonde that prefers Peets over Starbucks and only can spend time with her new beau on Tuesday’s and Thursday’s when you’ll be happy to eat Sushi, but not ever Mexican (bloats you), Chinese (they still put MSG in that stuff!), or Indian? While that sounds so Harry Met Sally, the latter gal gets what she wants more of the time.

Selling from the Niche means that you re-tool your efforts EACH time you engage that new client. You take your Macro product or service and customize it right there and then — possibly 3 minutes before the presentation. One person’s great fireplace is another’s drafty crevice. This is the awesome opportunity that you have each and every day out there.

In ’08 we sellers and marketers will be even more anxious to differentiate and find a new lane on our highway to success. Go out and invent 10 new niches for what you sell and see if any of them do better than the ol’ 07 model.

Topics: Big biz, The brand room | No Comments »

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