Ever since I was a little girl driving a forklift around my dad’s lumberyard, I’ve had a passion for selling unique, high-margin products that offered something different from the rest of the market. While I’ve always respected the importance of selling core products like lumber, what really excited me were the custom, high-end items that most people shied away from. Those were my favorite things to sell—the tough stuff that no one else wanted to touch. I knew that if I could become the best at those things, I could carve out a market where hardly anyone would follow me.
This approach has shaped not only my early career but also how I run my business today as a marketing and branding agency. By mastering the skills that others might find too challenging or niche, I’ve been able to create a unique position in the market—what’s often called a “blue ocean” strategy.
One of my favorite books that has influenced my thinking is Alex Hormozi’s $100M Offers. This book is packed with valuable insights you can apply to any product in any industry, but I can see them working incredibly well in our industry.
Here are three key principles from the book that can help you stand out:
1. Find a Starving Crowd The secret to success isn’t just about what you’re selling, but who you’re selling it to. In the building and construction industry, finding a specific group of people with an urgent need or unique problem is crucial. Maybe it’s architects who need one-of-a-kind materials for a visionary project or contractors looking for specialized products that others won’t or can’t supply. When you serve this “starving crowd,” your product becomes indispensable, not just another option on the market.
2. Narrow Your Niche One of the reasons I thrived in the custom millwork and door business was that these products served a very specific, high-demand market. By narrowing your focus to a niche, you can become the go-to expert for that particular segment. This isn’t about excluding other opportunities; it’s about mastering a specific area where you can offer unparalleled value. Whether you’re targeting luxury residential projects or unique commercial builds, focusing on a niche ensures you stand out and attract customers who appreciate your expertise.
3. Build a Unique Offer Even if you’re selling something that others might consider a commodity, like standard building materials, you can differentiate yourself by creating a unique offer. This could mean providing custom solutions, offering exceptional service, or bringing an innovative twist to the market. When you build a unique offer, you’re not just another supplier—you’re the one who solves problems that no one else can. This not only sets you apart but also allows you to command higher prices and build a loyal customer base.
Keep Building Something Extraordinary In the building and construction industry, standing out is all about embracing what others might overlook. By finding the right audience, narrowing your niche, and crafting a unique offer, you can transform even the most challenging products into your biggest strengths. This approach has been at the core of my success, and I’m confident it can help you achieve great things in your own business.
Stay inspired, and keep pushing boundaries!
If you’re ready to take your business to the next level and carve out your own blue ocean, let’s talk. At GRIT Blueprint, we specialize in helping businesses in the construction industry stand out and thrive. Check us out and see how we can work together to create something truly unique.
