In fact, many of the customers in your group may not know where they can get what they want. When you show up, specializing in satisfying their demands and giving these customers exactly what they’ve had such a hard time finding, you get an enthusiastic group of long term buyers.
Let me give you an example. I recently spent a few days in Southwest Texas. It’s deep in the heart of ranch country. Men and boys still wear cowboy hats just as they have for 150 years. It’s not the largest group in the world, but these guys really WANT their cowboy hats.
Cory and Victoria noticed that it was hard to find a store that stocked many cowboy hats. Their solution was to open an entire store specializing in them.
You can get any kind of hat, styled any way, for any sized head.
For many customers their store is regarded as an answer to a prayer. “This is the first time in 25 years that I’ve worn a hat that fits my head right,” one customer told me.
Next, Cory and Victoria are putting their store on the Internet. What better way to reach a narrow group of customers, spread out over the world, who REALLY want their product.
