Chapter 4 How Niche Is Your Market? “Serving a special market successfully requires paying particular attention to customer communication.” Chapter 5 Seven Ways To Wow Your Customers “Surprises work really well when they come later, after the customer has started to forget the last time they did business with you.” Chapter 6 Specialty Market Case Study: Selling To Off-Roaders “The amount of time we spend with the customer is our competitive advantage.”