Do you find yourself selling to a particular industry more often? Or do you enjoy working with a certain type of business – be it physicians’ offices, schools, or something else? Did you work in another industry before becoming a distributor?

Becoming an expert, and developing a track record of proven success, in one area can help you define your business and give you an edge. It can also help you fine-tune your business plan and provide ideas for richer marketing and content development.

Use the following criteria to help you define your niche and figure out where your strengths lie:

  1. What is your background?
  2. Are you an expert in a particular industry already? Do you have contacts within that industry that you can leverage?
  3. What makes you happy?
  4. Do you get excited about a certain product category or audience? Do you love kids and therefore enjoy selling to schools? Are you so into fitness that you can talk the talk with trainers and gym owners? Are you active with non-profits and enjoy being of service?
  5. What problems can you solve? Are you a pro with Photoshop? Do you have space and staff for specialized fulfillment or kitting? Do you like to turn things around quickly
  6. What’s hot where you are? Is there a particular industry in your area that is on the rise? New industrial development in your city?

Ask yourself these questions and maybe the answers will help you find your niche. Once you’ve decided, try to learn as much about it as possible – web research, joining related associations, attending trade shows, or developing the personal skills or business practices to set you up for success.

By getting to be an expert, your customers will look to you as a resource, rather than just a vendor. By showing them your understanding of their particular business, you will work towards a more meaningful partnership with reliable repeat business.

Remember, just because you find your niche, doesn’t mean you can’t sell outside that arena – it is simply what gives your company and marketing efforts some structure.

BIC Graphic can provide proven and relevant promotional product ideas for a variety of vertical markets. Log in to to see a variety of vertical market presentations – from education to healthcare to awareness topics and everything in between.

~ Margit Fawbush



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