What are you swinging your business bats at?

C’mon, think about it: recession looming—a global recession at worst; people are screaming, “Fear!” and everyone you talk to wishes they were doing something else! Oh, and don’t forget “Climate Change.” For about as long as I could go on about a myriad of reasons to be pessimistic, I could also mention a million ways to be inspired about “Your Market.” I mean that, big-time.

Gary Jamerson of Garlason Group International gave me this blog topic about “Your Market” when we talked about people losing hope because of the fear looming about the recession. Numbers: Living in the Bay Area, I loved watching Barry Bonds play baseball; I loved watching a great professional baseball player play the odds and beat the odds. Bonds at his best had the best on-base percentage and hitting average for consecutive years playing baseball. Barry struck out at times. Not a lot. He just “struck out,” knowing it was all part of his numbers. And numbers are a salesperson’s or entrepreneurs greatest ally.

Gary and I talked about “Watches,” a group that includes many levels of buyers because watches have a very distinct group of buyers. In times of recession, certain buyers do get tighter in terms of their buying habits. Looking at market opportunities, most watch buyers, especially in today’s markets, buy more than one watch. Watches have become fashion statements, especially in the growing women’s market. In essence, there is a chance that if one focuses on more fashion oriented watches; a new market could stretch farther.

Life Coaches, will people stop needing help because of the market? I doubt it! This is probably the greatest market that will expand based on the need to “Get Focused” to make the right career decisions. Soyini Taylor runs “Joyful Living” coaching services. I have heard her tell me many days when I am lost, “You need to pace yourself,” because I am an entrepreneur that will go full throttle. Her coaching advice enables people to grow beyond their fears. Think about it: in times of tightening, we tighten mentally. Will this market expand? You bet! What markets open up to Life Coaches? Career changers; Baby Boomers looking for short term work; executives burnt out looking for change, and solo entrepreneurs seeking “balance,” which is something I truly lack at times.

For example, there are about 300 million people in America. Imagine if you sold shoes to people in America. Do you need to sell shoes to 300 million people? I doubt it, and I doubt you’d be successful doing so. I doubt you would be able to even fulfill the orders. However, what if you sold to only 1 percent of that 300 million people? That would net you about 3 million customers monthly, correct? Could you make money selling to 3 million people a month? Of course you could, and your company would be considered elite in its field.

People are stating that the election race for President is getting tighter, and Obama leads by about 5 percent. Does he really need to get another 10 percent? Well, it would be nice, based on the numbers. About 8 percent are still undecided about who they support for President. If Obama captures just half of the 8 percent who are undecided, that still nets him 4 percent of the vote. Could he win with that 4 percent? Of course he could. Daily telemarketing numbers are interesting. My real estate coach said years ago, “Jonathan, you only need to be successful 3 percent of the time to reach great numbers yearly.” I thought many times that he was wrong, that he could hardly be correct. On second thought, if I captured 3 percent of my daily call lists, which amounts to 200 people, that would yield 6 new daily leads, clients, or possible deals.

At that rate, I could still make an above average salary and I would still be in the top tier of my group. Numbers can help you educate yourself; numbers are a subset of “niche” markets to entice you to group down your marketplace. Numbers do another great thing as well: they can help you focus and concentrate on your group. Most people expect the national media to alert them to “Hot Changes” or “Niche Groups” that often come about because of “Frenzied” moments.

Rental rates in the Bay area have increased because of the high amounts of foreclosures. Then again, if you think outside the box, a new market or niche has just opened up: “Lifelong Renters” who can now afford to buy and who don’t have a foreclosure on their credit reports, i.e., people who have been paying market rents that are now comparable to paying for a mortgage. If the Bay Area is more affordable for “First Time Homebuyers” then your goal is getting more First Time Homebuyers who hold jobs. When you figure out “What to swing at,” you can get back on track to increasing your market niche. If you are a shoe designer, watch designer, or life coach, how about focusing on who you’re swinging at to get business! Niches happen when your eyes are wide open!