I was more than a little sceptical, I have to admit, but I had nothing to lose so I went for it. I wrote a short, snappy sales letter, scraped together money, mailed out to 100+ dealers on list and crossed my fingers.

48 hours later we had our first order for 10 cables, within 7 days we had 11 more orders for 10 cables each.

That one small mailing brought us an amazing 12% initial response - and it just kept going from there with week after week of repeat orders.

Pretty soon after that, my wife Maxine joined business and set up a telephone sales desk and customer service system. By that time we were averaging about £1000 a week and that was from just one cable type.

At that point I dumped subcontract work and focussed on cable business.

Once Maxine took over sales function she immediately followed up with companies who hadn't responded to our initial mailing. That brought in another 26 new customers. Within six months we were supplying most of major Dealers and Distributors in then burgeoning PC market and our cable sales had quadrupled.

Inside a year in this niche business we were selling thousands of computer cables of all descriptions, including highly lucrative custom formats, and we were being asked to provide advice on how to design cables for specific applications - we had arrived - we were now acknowledged experts - customer loyalty rocketed and by 1988 our turnover reached £400,000+ with gross profits of 50% or more.

Now I'm first to admit that luck played a hand in turning my company's fortunes around, but experience taught me my most valuable lesson in business - you have to focus on a specific, under-served market niche if you want to be really successful in business.

I have applied this premise to four other businesses since then and, with one exception, all have been successful.

My advice? Find yourself a small, focused market niche (the Internet is full of them) where you can carve a reputation for yourself and become an expert in field - like I did.

Copyright © 2005, André Anthony Niche Market Know-How

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