Chapter 4

Let's Niche a Deal

The world will never starve for want of wonders.

—Gilbert Keith Chesterton

In today's competitive business world, within every industry, each sales or marketing opportunity is pursued by hundreds, maybe thousands, of competitors who think they can deliver the best product, service, or message. Our challenge is creating a uniqueness to our business that gives us a competitive edge. We need to produce a one-of-a-kind product or performance that has customers saying, “I have to have that” (IHTHT). This top-of-mind awareness is what I call Niche Notoriety, and it's an integral piece of the puzzle when closing the deal.

A niche is a place or position precisely suited to a person's talents or interests. Can you imagine selling something that was custom-closed just for you?

An e-mail arrives. Dr. Vicki Rackner, CNN Health Advisor and founder of The Caregivers Club, is asking, “Is there anything I can do to support your work in our fight against cancer?” Moments later, an e-mail comes in from Acharya Sri Khadi Madama, author of Finding Shangri La: Seven Yoga Principles for Creating Success & Happiness, recipient of the Jewel of India Award, and TV host of Yours Truly, Yoga, asking, “How can we work together?” But the day isn't over. A third e-mail, this time from Dr. Turi, clinical hypnotherapist, astropsychologist, and personal counselor to celebrities such as Ivana Trump and Peter Fonda, has an inquiry: “Can you help me launch a career as a professional ...

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