To Niche or Not To Niche?
- September 9, 2009
- Posted by: Rochelle
- Category: Marketing + Selling, Niching
That is the question many consultants and professional advisors wrestle with. Truly it’s an easy answer—to rise above everyone else, you MUST have a niche.
Take this example from a recent event where I met two tax attorneys. One introduced himself with “I’m a tax attorney” while the second countered with “I’m an ex-IRS attorney who founded a firm of former IRS attorneys. We help people solve big IRS issues.” Who do you think I remembered longer?
Ready to make yourself unforgettable? Some tips:
Define yourself uniquely based on who you are and how you serve clients. Be specific, real and memorable.
Don’t make it all about you or your process—make it about results. Real, measurable outcomes. Tell stories that show how you’ve helped others in similar situations. Clients love stories when they are short, on-point and compelling.
Clients choose their advisors because they like them. So don’t waste time with people who don’t seem to resonate with you—they won’t hire or refer you and you’ll waste valuable time.
With those who do strike a chord, be the first to give. Helping someone get what they want makes them want to know you and work with you. It also let’s them see you in action, in service mode.
Align the externals—your website, blog, social media pages, leave-behinds, even your person—with your overall message, your niche.
In the end, it’s all about being real and naturally drawing the right clients, prospects and referral sources to you.
4 Comments
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Thanks, Rochelle. This is really good advice.
Agree! This is great advice. Terrific example too.
So, how do you find a niche if what people ask you for help with isn't what you think you're best at, or particularly different from what anyone else is doing?
I know it can feel rather daunting Jeff (it's always easier to help others do this than to do it for yourself), but here are a few tips.
When people ask you to do things you don't think you're best at, you might ask them why they chose you. There may be some aspects of your talents that you don't recognize, but others deeply value. Opportunity perhaps?
I like to think of the process of defining your niche as uncovering your DNA. What makes you unique both professionally and personally? It's perhaps easiest to start with clients: who do you/have you served? Is there a way you can tightly define your target client by industry, geography, size, vision, product line, etc? Don't be afraid to be creative as long as you remain true to your values. And do make a list of 3-5 "triggers" for when someone most needs you (good for referral sources to know) which may also help uncover some of your niche opportunities.
Then, what about YOU is different than others? It can be your process (altho you want to focus on the results for clients when you talk about it), but it is also your experiences, your stories, your talents and passions, the way you listen to and serve your clients. Clients buy from people they like and I guarantee yours like you. Find out why.
And, it's great to inject real, authentic personality into the way you describe your services. The name of your company is interesting–I bet there is a story behind that that might help frame or at least support your niche.
Those are some quick thoughts Jeff, but we can connect off-line if you'd like to discuss it some more.