When you first start a business, it’s important to find your business niche rather than trying to sell your product or service to everyone. Unfortunately, it can be the part of your business strategy that gets lost in the excitement of starting something new and a wish to be of service to the whole world.
When you sell to everyone, you’re selling to no-one!
So it is super important to spend some time getting clear on who your target market is to ensure that all of your hard work doesn’t go to waste. It’s also a great idea to review your business niche regularly.
Why is it important?
Your business needs to fit with your vision – who you are, what you believe in, and your WHY (check out my last blog post on that if you missed it). Because if you are trying to be everything to everyone, you lose the essence of individuality – what makes your business unique.
When you focus on your specific message it actually helps you attract the RIGHT clients to your business; rather than those who really are not a good fit in the first place. We’ll talk more about those people in a bit.
It also means that it becomes super easy to create content for your website and social media because you have a FOCUS. Your message is not distracted trying to solve everyone’s problems – just those you are best at.
“If everybody is doing it one way, there’s a good chance you can find your niche by going exactly in the opposite direction.” – SAM Walton
So, how do you find your Business niche in the first place?
The best way to find your niche is to answer these two questions:
- What problems do you solve for people?
- What do clients tell you your superpower is?
Now, these are hopefully the same or similar to each other, and if they differ greatly then that’s also something to look into in more detail. You see, you need to be clear on what you offer and ASK your clients what they think too. Feedback is super important when figuring out what your niche is (and it may not be what you think it is!).
“You gotta keep trying to find your niche and trying to fit into whatever slot that’s left for you or to make one of your own.” – Dolly Parton
It is also important that when you are writing down your niche offering that you think about the kinds of clients you really want to work with. What are their characteristics? What makes them special? What does your ideal client look like?
For me, my ideal client is a purpose-driven microbusiness (1-3 people) with a passion for learning new skills. They need to be accountable for their own success and able to communicate honestly. And finally, they need to value their own time – and mine!
Knowing just those few points helps me weed out those businesses that just aren’t a good fit for me in the first place – the people I know I will resent if I feel like I have to take them on as clients. I need to add here that it doesn’t make them bad or wrong in any way – just not right for me and my business so that I do my best work!
What if someone isn’t in your niche, but still wants to work with you?
It’s a fact of running your business that not everyone will be in your niche (that’s why it’s called a niche in the first place), so the answer to this question depends on YOU and the individual circumstances of each client.
The first example is someone who isn’t in your niche, but aspires to be. Perhaps they don’t have the budget to work with you but do have the drive and passion and are otherwise a good fit. It’s then up to you to decide whether you give them a payment plan or some other deal to work with them that they can afford. Don’t ever feel obligated to do this though as that’s not a great business model. These kinds of relationships have to work BOTH WAYS to provide value.
The second example is someone who desperately wants to work with you but really doesn’t fit with you for any number of reasons (budget, values, location, etc.). This one you just have to get used to saying ‘NO’ to. It’s your business after all and you have the right to run it your way. However, in these situations, instead of just saying no, I always try and offer another solution – another person who WOULD be a great fit for them. Even if that person is in the same industry as me! Yes, I do send clients to other web designers when their skills set is better aligned than mine.
And this is where business networking comes in. Knowing and trusting professionals both in different industries and those aligned to your own is really important. It allows you to have a network of people who you can recommend. Not only does it help the other business, but it also makes you look professional and considerate – and memorable!
There really is enough business to go around!
“I’m always aware of who my core audiences are and I serve that niche.” – Edward Burns
SAYING NO SENDS A MESSAGE TO THE UNIVERSE
Another benefit of saying no to clients who just don’t fit your business niche is that you are sending an energetic message to the universe to say ‘this person is not the right fit for me’. In my experience, that always leads to being approached by someone who IS a fit for my services. Call it the Law of Attraction, synchronicity, magic or just plain luck, I don’t really care. I just know it works!
The more clear you are on your ideal client, the more focused you are on serving them, the more energy you send to the universe affirming that and attracting more of the same. Try it – it really does work!
It’s important find your business niche and play to your strengths so you attract the right clients for you. It takes practice, a bit of soul searching and some tweaking of your requirements along the way but it holds the key to ensuring that your business not only survives, but thrives.
Because let’s face it, if you love what you do it will shine through in all that you provide for your ideal clients.
This blog was taken from this episode on my Podcast and you can listen in to that and follow me for more business and tech tips here: