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.