As I have been marketing our programs and products, I am finding that the core areas of expertise of the Institute are beneficial to diverse groups of people, including bankers, executives looking for work, and even gang members.
This shows me that we often limit the way we apply our skills. It also tells me that with more creative thinking, there are many more groups of people we can serve that we may not be thinking about.
How are you actively using this idea in marketing your training Institute?
I survey a variety of niche groups to see how we can make a contribution. When I find there are unmet needs that we can fill, I offer to do a program with that group or for them.
Our survey method is very effective in helping us understand how to apply our skills in a way that helps niche groups achieve their goals and solve their challenges effectively.
How does your survey method show you that you can help a particular niche group?
We ask them many questions about their goals, their challenges and problems. We find out what is working for them and what is not working. We ask questions in such a way as to show them that we are supportive of what they would like to achieve. We do not ask for business until we feel confident that we can provide something of great value that is unique.
What if the niche group of people you would like to work with does not have the budget to pay you?
We are developing a revenue-sharing model in which there can be some money paid upfront and other monies shared by both groups. This can be very effective with nonprofit organizations which often require additional funding for their programs.