EP 22: Why You Need a Niche?

“Serving your clients should be easy and natural. When you’re trying to do something outside of your sweet spot, you’ll feel stressed and won’t get the results you want and deserve.”

(18:28 – 18:44) – Janet Clark, The Freedom Shift

The key to dominating as a coach, consultant, and sales professional.

Are you too broad in your business? Trying to do too much? Promising results you know you can deliver but don’t really want to?

My business partner, Tobin Slaven, recently posted on Linkedin on the importance of why every coach, consultant, and sales professional needs a niche they are passionate about. The response was so great that I wanted to share a sampling of the comments. If you’re interested in smoking your competitors, then continue on to learn the key to dominating!

“Unfortunately, though I could help [past clients] with that I didn’t enjoy it. It wasn’t fun for me. Frankly, I don’t think they were getting the results that they should’ve gotten because my heart and soul weren’t in it.”

(7:36 – 7:49) – Janet Clark, The Freedom Shift

As Tobin’s post explains, every sales and marketing training focuses on getting 100% clear on who you serve or your avatar. This is also called “niching down.” It’s the act of becoming relevant to a specific pocket of people. Tobin argues that when you are approached by people who wouldn’t be a good fit, even in bouts of scarcity, it is your responsibility to act as a lifeguard. You must provide highly qualified leads, not sales pitches, and send them on their way.

Here are some of the comments alongside my own personal thoughts in response to the importance of sticking to your niche.

  1. “I’m guilty of this myself, all the time.” That’s why we all need a coach! It’s super easy to instinctively know what to do and super hard to actually do it. Hire some help as soon as possible to keep you on the right track.
  2. “I think it’s interesting to know that when we do “man overboard” drills, it’s important to throw out only ONE marker right away to save the victim.” You can’t be all things for all people. If you’re not the ONE, then throw out the best suitable lead. Check out the book titled The ONE Thing if you want to learn more about this topic!
  3. “It really comes down to knowing yourself, who you can impact the most, and also what you truly enjoy.” Do you remember why you first started your business? Wasn’t it because you knew if you served the right person with your talent and skill you could make a huge impact? Take a step back to make sure you’re promising what you can and actually want to do versus creating the job from hell.
  4. “I always believed if somebody could be better served by another coach, then it would be more in line with my values to let them go.” This is something that is really hard for all of us coaches and consultants. As we continue to build our businesses, it’s only natural for us to want and generate more revenue. However, this mindset will not serve you well in the long run. Attract the right people first to increase profit second.

Think of this concept in another way. If you needed open-heart surgery, would you see a general practitioner or a heart surgeon? Or if you were being sued and going through a divorce simultaneously, would you utilize the same lawyer for both? No way! You’d hire the person(s) most qualified for the job(s). That’s your aim: to stand out as the most qualified for the job.

“When you choose a niche, you become a player. You become an expert. Your brand becomes recognized.”

(13:42 – 13:52) – Janet Clark, The Freedom Shift

The greatest reason why it is so important for you to have a niche is to gain visibility as a specialist in your field. You need to clearly understand who you serve, the transformation you offer, and why you are the best at what you do. Then you will attract new clients, receive referrals, and become a household name as you focus and develop your niche.

If you’re still struggling to get out there, start with outbound marketing. Create conversations that will help others recognize the problem you can solve. Then watch the snowball effect as it funnels inbound marketing attraction.

It’ll take some elbow grease. But if you put in the work, then you will rise from the competition and dominate your marketplace.

Pick your horse and ride it to get the results you want and deserve.

How to Get Involved

If you’re ready to leverage your time and offer huge transformation to your clients while scaling your business in a big way, Janet can help. Janet has an extensive background in sales, has closed millions of dollars in high ticket programs, and has the expertise needed to move your business forward. Find more about her work with The High Ticket Freedom Shift program on her website.


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