Give your clients that fuzzy feeling

By Charlie Haywood, creative director, Hotfoot Design.

When starting a business, the temptation is always to cast the net wide. To grab all.

It takes time to build a dependable client base and faster you can achieve this, the sooner you can sleep at night knowing all your bills are covered.

However, trying to sell to anyone risks leaving everyone feeling a little cold.

The fact is potential customers want to believe you are only interested in addressing their specific needs.

And if they do not get that fuzzy feeling from you they will almost certainly go elsewhere to find it.

For this reason it really makes sense to find a niche where you can really get to know what makes your customers tick.

This gives you the opportunity to go deep and acquire the specialist knowledge customers crave.

It means you can build up a network of contacts and a reputation as an expert.

Decisions about which events to attend, which skills to hire, and which direction to take your company all start to feel more intuitive. At Hotfoot we love the diversity of work we undertake every month but by increasingly focusing on hospitality we know we can bring something truly unique to the table.