CHAPTER 9

Niche Selling

Lead with Something Unique

Attack him [the enemy] where he is unprepared, appear where you are not expected.

—Sun Tzu

While this book is about developing trust with customers, trust can also be used to develop strategy. By understanding the trust you possess vs. the trust built by a competitor, you can start to formulate a game plan for penetrating accounts, messaging, and closing the business. The first major tactic in approaching new customers is putting relationship before opportunity. The second major tactic for approaching new customers or a new sales territory is to determine which product or service to lead with. Using the concepts of trust, I will develop a model that you can use to make this determination.

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