Are You Looking For Your Niche in All The Wrong Places?
I've heard dozens and dozens of life insurance agents, coaches, and other professional solution providers complain that they have not been able to find their ideal niche. Is that a problem for you too? Have you been able to find that certain market where you are well accepted and where your results, profits, are the best and most reliable? Or are you still looking for just the right audience?
If you are still reading this, because you have not found the best possible place for you and your services - maybe it's because you are looking in the wrong places or looking at the problem from the wrong point of view, making it harder than it should ever be.
Finding your niche could not be more straightforward. You just choose who you want to serve and then do it. The actual reason, from my experience, that people can't seem to find their niche - is their inability to describe what makes them and their offerings unique, desirable, and beneficial to their target audience.
The essence of attraction marketing is clearly articulating your benefit to your specific audience so that the right members of that audience, the ones ready to buy, will be attracted to you and seek you out.
Think of it the way the matador thinks of it when he enters the bull ring. He is the target of the bull because the bull has a clearly defined market for what he offers - a ride on his horns.
The matador's cape is how the matador attracts the bull's attention - attraction in action. Because the bull already knows he wants to attack the matador, he just needs someone waving something around to get him focused in the right direction.
So, if you can't seem to find your niche - maybe your cape is not getting the attention of the right people.
First, get a clear picture of what your service offers the exact target of your interest. That's 90% of the challenge. The rest is just figuring out where they are and how to get to them there - or better yet, how to get them to come to you.
Maybe that's why, when you lose business to a clearly inferior (in your mind) competitor or your prospect buys life insurance from a company that does not measure up (based on your assessment) - it's not about them, it's about you. You did not give them the reason they needed, what benefits you have that no one else has!
What is it about your benefit statement that attracts the people you want to attract and sends the rest out looking for folks you can serve, and bringing them to you?
When your benefit statement is so clear and so focused that people who are not your ideal prospects recognize immediately that they know someone who should be talking to you right now, you've got it.
Let's face it, we already know everyone we know - so when we get our message right we can get in front of them. It's the people we do not know and will never come in contact with and who need our services - the big list, that our friends and associates can send us to that will make all the difference.
We must help those who would help us by being 100% clear - who we serve, why and how. It's our way of exciting the molecules - getting them in motion so they can bring us the people they know we can help.
Those of us who must market, sell, and deliver our services often find ourselves - especially in social situations, uneasy about the possible reception of people we meet for the first time. "I already have enough insurance." is a frequent comment instantly delivered upon hearing that the person who has just introduced themselves at a party is an insurance agent.
Let's replay that scenario. You are a business coach who helps Dentists staff their offices with assistants, receptionists, and hygienists who are exceptional at patient support. The result is many more referrals from satisfied patients.
When meeting someone at a party - after telling them the 45 second version of what you do, they might say "My sister is a Dentist and she was just complaining about the number of new patients from referrals in her office. If I get her on the phone will you talk to her?"
A well considered specific benefit statement identifies who needs what you're selling and why, something at least as important to the folks you do not want as clients as it is to those you do.
About the Author
Successful professionals are always on the lookout for ideas and resources to help them. They are also looking for creative ways of marketing their professional services. If you want to be even more successful in the future than you are today, learn more about marketing professional services and share your insights with others, visit us and join in the discussion.
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posted by Accounter @ 2:27 AM
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