Niching Allows You to Flip Your Sales Plan From PUSH to PULL | TravelResearchOnline


Niching Allows You to Flip Your Sales Plan From PUSH to PULL

This is the fifth of seven articles in a series titled Discover Your Group Niche. You will be able find the others in our Point-to-Point section.

“Personally, I am very fond of strawberries and cream, but I have found that for some strange reason, fish prefer worms. So, when I went fishing, I didn’t think about what I wanted. I thought about what they wanted. I didn’t bait the hook with strawberries and cream. Rather, I dangled a worm or grasshopper in front of the fish and said: “Wouldn’t you like to have that?” Why not use the same common sense when fishing for people?” -Dale Carnegie

If your business-building strategy has been to sell harder, you can STOP. If your business-building strategy is to search harder (for group leaders), you can STOP. If you were convinced the only way to grow your business was to PUSH your way into profits, that line of thinking can STOP.

Is your head spinning? Good. I say those words with sincere respect and adoration. Always remember that I am your BIGGEST advocate. Yet, as your business coach today I need to tell you some things you’d rather not hear – but must.

In today’s e-commerce environment, it is smarter to PULL than to PUSH. Your business-building strategy should be to PULL the business you want most.

PULLING the business means you invite them in versus PUSHING into their space. Every successful entrepreneur will tell you that to PULL the business is to build your list FIRST. Blowing them away with brilliance once they are inside your store will drive the sales.

That’s precisely how they PULL their way to profits and you can too. What happens when you PUSH? They hit DELETE in a nanosecond. They scroll through your PUSHY Facebook post without hesitation.

You PULL by inviting them in. This means you must have a credible, compelling, non-threatening reason for them to enter your store (aka to get on your list). YOU NEED THE RIGHT BAIT.

My Dad’s favorite sport was fishing for fluke and flounder off the Long Island shore. (He didn’t care for the bluefish but I loved the chase!). To catch a fish, you put something very attractive in the water first by setting the bait just right. Then have patience. Use the right bait to PULL in the fish you want. And don’t cause a stir or you PUSH them away.

Jeff Walker wrote this in The 16 Rules Of Internet Success, “1. Always Be Building Your List AND Your Relationship With Your List … This is critical, and people still screw this up.”

In Permission Marketing Seth Godin teaches us that, “Permission Marketing is just like dating. It turns strangers into friends and friends into lifetime customers. Many of the rules of dating apply, and so do many of the benefits.”

How does all this relate to building your dream NICHE GROUP business? You’ll radically increase your ability to PULL (build your list) when you have a clear message of specializing in something. Your marketing message will be simpler to compose. The right people will enter your store eagerly (and buy from you time and time again). – Stuart


Stuart Cohen, Chief Motivation Officer at

If you can think big, Stuart will help you do big! An accomplished 28-year travel industry executive turned serial solopreneur, Stuart is a creator of brands and an energizing motivational speaker. He motivates & maximizes personal performance in leadership, entrepreneurship, salesmanship & wellness.

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