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What is Your Niche and How To Find It?
This is the transcript of the first part of our Second Zoom Webinar.
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Hi Adriana!
Thank you for uploading the transcript to the second webinar.
Unfortunately I was unable to make it, however I’m looking forward to watching the recording.
I just want to clarify when the recording will become available to download?Thank you!
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Thank you! Great Zoom Webinar. Yup…loved the part about other profit centers. Shay already talked about this in detail on one of the other forums. We started out with a solid niche of “Executive Coaching and Powerful Communication Trainings” and then another profit center developed quickly from our business clients doing Couples Coaching. People we did Executive Coaching with or that attended our Powerful Communication Trainings would come up to us and say, “I’d love to have the alignment and synergy you and Shay have…can you help my partner and I achieve this?” 🙂 Of course we said “yes” and helped the couple with full breakthroughs with each person and did the relationship paradigm with both. At some points in the year, the Couples Coaching was a bigger profit center than our Business Communication & Sales Trainings or Executive Coaching. Though, we still primarily marketed ourselves in the niche of Executive Coaching and Powerful Communication Trainings. Then came kids coaching from the parents we did Couples Coaching with.
As for creating the characteristics of your preferred customer…this is SO IMPORTANT…and GET SPECIFIC!!! Otherwise…you’ll get what you get…or you’ll get what you absolutely did not want to get. There was a time back when we first got started that Shay and I had heaps of opportunities for new clients and when we did the Free Consult with each of them, we didn’t think they were fully invested in the process and they didn’t really want to do the change work. We figured that being fully invested and wanting to do whatever it takes was an obvious trait for what we were looking for…though we never wrote it down on our list. So, we were turning these people away. Then we got EVEN more specific on (what we call) our “Ideal Client List” and wrote “They will be fully invested and ready to do the change work and are ready to change and are ready to do whatever it takes and invest as much time and money and energy to have their problem be gone and to achieve all of their goals.” Then, we started getting REALLY good clients…and a lot of them! Also…this is a list that Shay & I frequently review and revise as we get more learnings about what we don’t want and what we do want.
Good luck with your project everyone. Have fun! This is what it’s all about! You’re creating your dream career and your dream life as we speak…now go get after it. Cheers!
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Thanks for the transcript Adriana. I was scribbling as fast as I could, then I just sat back and relaxed into trainer state and let it all flow through, brilliant. It really hit the nail on the head for me. In my time with BNI I have been learning how to pitch lots of different ways, and learning how to home in on specificity. The one thing that I am still struggling with though is asking for a specific client. I think this work will really help me to define more accurately the type and even the specific people I want on the trainings and with whom I work as a coach. Thanks again.
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