Quick story for you on niche selling, and never being too small to do niche selling:
My 10-year old's softball team (which I coached) had their last game of the season last night. We finished the season with one win and twelve losses (fire the coach, I say...). We celebrated the one win with a big pizza bash at one of the three pizza places here in the small town where I live.
I hadn't been there in a while, so I was surprised when I walked in to see a line of firemen and EMT personnel in line picking-up to go orders. This pizza place wasn't particularly close to any fire station or ambulance company building, yet here were all these people in those professions in line buying food.
Then I looked around at the remodeled interior: Inspirational pictures of fire fighters, pictures of fire trucks, a fireman wallpaper border, and fireman related decorations (hats, an axe, etc).
Then it hit me: This place has found its niche. They're catering to a segment of the population - those in law enforcement and emergency response - and making a second "home" for them. So, when the guys at the firehouse get hungry and want to get some chicken wings or pizza, where do you think they're going to go? To this place. There are nicer restaurants in town, some with better pizza in my opinion, but this place is getting the business.
I don't live in a big town, but this pizza place is doing niche marketing. And I'm sure it's good for business. They have a loyal group of customers.
The sales lesson for you: You're never too small to do niche marketing. It's good to specialize. It's good to cater to a certain population of your customer base. It's good business, and good selling.
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