How to Differentiate and Charge Higher for your Design, Development or Digital Marketing Services?

If you don’t already know me – I run a Fashion Ecommerce Consultancy called – I Love Fashion Retail. You can learn about my journey and how I started my company here.

My company provides ecommerce and marketing consultancy to ‘Online Fashion’ Retailers around the world. We’re a ‘Fashion Ecommerce’ focussed company. It means if someone from Finance, Food, Real Estate or Hospitality comes and ask us – Can you market my business? OR Can you build us a website? We say NO! Infact, no one from these industries approaches us at the first because we have Fashion all over our online touch points and they would know we don’t know a thing about Finance, Food, Real Estate, etc. We’re not relevant to them.

But if someone from Fashion or Beauty is looking for a consultant, we’re in; and we mean business. We have a fashion-focused portfolio, expertise, industry connection, team. We’re like their hot favorites.

When I started my business, I had the choice to start a generic consultancy (the bla-bla Infotech, Digital bla-bla, bla-bla Soft) – you know how similar the tech and marketing agencies in India sound. Not only they sound similar, they are actually same – all competing with each other on price and resources.

That’s why I started this training program at First Particle  – to help my students position themselves in the market so that they can work with better clients and command a higher price for their services.

In the Week 1 of my training, I work with my students to help them select one industry and few niches in which they will provide services such as Digital Marketing, Web / Mobile App. Development, Writing, Designing etc.

Even though, the idea behind niche selection is not difficult to understand. In an ultra-competitive market, companies are looking to dominate niches rather spreading themselves too thin trying to win over all the markets – a common practice. But the practical aspect of industry and niche selection is not that easy. In fact, many people find it scary. They see benefits but they also see ‘lost opportunities’ if they narrow their market. The idea that – if we only position ourselves as experts in  Healthcare; and someone from Hospitality wants to work with us; you see I like both industries and I don’t want to lose any opportunity.

I get it – it’s a difficult choice to make but until you’re not a well-funded start-up, you only have 2 choices:

Compete on price, let the service quality suffer and perish.

Or

Compete on expertise, offer result-oriented service and grow.

And it’s not that you have to pick from a handful of options. There are so many markets you can choose and the most amazing thing is – every year there is a new vertical. For example, in Fashion I saw so many niches emerging, such as – Plus size clothing, Islamic clothing, Sustainable clothing, Athleisure, etc. Each of these verticals individually has thousands of companies all over the world doing business worth billions of dollars. Being an expert in any vertical among these would make a consultant or consultancy a ‘hot favorite’ to companies in either of these vertical looking for a art, marketing or technology expert.

Let me give you examples of verticals you can choose from if you’re looking to start a marketing or technology consultancy:

In Education Sector

  • You can start a digital marketing or web development agency for Private Schools
  • You can start a digital marketing or web development agency for Private Universities.

In Energy Sector

  • You can start a digital marketing or web development agency for  Solar Energy Companies in India, Abroad or both

In Food Sector

  • You can start a digital marketing or web development agency for Organic Food brands 
  • You can start a digital marketing or web development agency for Vegetarian Resturant and Food Companies
  • You can start a digital marketing or web development agency for Dairy products

In Fashion & Beauty Sector

  • You can start a digital marketing or web development agency for Bathing Brands
  • You can start a digital marketing or web development agency for Apparel Brands
  • You can start a digital marketing or web development agency for Islamic Clothing
  • You can start a digital marketing or web development agency for Kids Fashion
  • You can start a digital marketing or web development agency for Plus Size Clothing
  • You can start a digital marketing or web development agency for Gems & Jewelry
  • You can start a digital marketing or web development agency for Rental Ecommerce
  • You can start a digital marketing or web development agency for Skin Care brands
  • You can start a digital marketing or web development agency for Hair Care brands

In Fitness Sector

  • You can start a digital marketing or web development agency for High-end Gyms around the world
  • You can start a digital marketing or web development agency for High-end Spas around the world
  • You can start a digital marketing or web development agency for Yoga Centers

There are so many. I can go on and on. There are just so many markets with different and constantly changing problems, needs and desires that every company would love to work with an expert.

Not just Digital Marketer or Web Developer, you can position yourself as an expert in these verticals, even if you’re a copywriter, accountant, graphic designer, etc. You just need to have a skill that can solve a problem for cash-rich companies operating in these markets.

Positon yourself as an expert in any of these verticals and you too can command a high dollar rate for your services. 

Have questions or concerns? Ask me in the comment section below!

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