Having a niche is not limiting yourself


Alice

I got a flat tyre last week. After it was duly changed by my husband (he did offer!) I had the task of sourcing a replacement.

There are countless garages that sell tyres. I approached the company that had provided my previous tyres, but found the payment methods online totally unsuitable, inefficient and inflexible (in spite of offering a large discount to pay online), plus they were unable to deliver for two weeks!

Don’t get me started on poor customer service. It was useless ringing up to complain, as the person on the other end of the phone hadn’t got a clue about inadequate shopping cart systems on websites, and neither did they understand about their dire tyre outsource system that could not deliver within a reasonable period of time.

So I turned to the trusty directories to find an alternative. Just Tyres is an outfit I usually overlooked, with no real apparent reason, but this time I gave them a try.

They do exactly what they say on the tin. They supply and fit just tyres. Because they are so focused on one aspect of the market, they were able to efficiently collect payment online, allow us to select the tyre we needed, immediately source said tyre, have it ready for me at my convenience, wait for me to get there through the terrible afternoon traffic, quickly strip the old tyre from the axil, and replace the new tyre at lightening speed.

No fuss, prompt delivery, efficient processes and excellent customer service. There wasn’t anything else to clutter up their performance. Their focus on delivering one product as best as they could in as efficient manner as possible was paramount. Now if their marketing was better they could become the top of their industry, outstripping their competitors through product, process and eventually price, not to mention convenience (a highly neglected factor many businesses choose to ignore).

Excellent service in just one niche will enable you to increase your efficiency, status, expertise, credibility, trustworthiness, relationship with customers, perfect your processes, maintain your reputation – whereas an outfit that offers everything under the sun is bound to suffer, since where is their focus?

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