- You bring more value to your niche prospects and clients. Niche prospects see the value more quickly and want to work with you. Niche clients experience your value and you become more referable.
- You can create a reputation more easily in a niche. Most niches/affinity groups have formal and informal ways of communicating with each other. The more referable you are (the value you bring) and the more they know you are targeting their niche, the easier it is to grow your reputation and get your phone ringing with great prospects.
- You can identify all the players. In many cases, it's easier to identify potential prospects in a niche. For instance, using today's internet search tools, you can easily identify all the owners of a business in a specific industry. You can identify all the high-level executives in a specific company.
4. Small Business Owners within a narrow industry group
5. Owners of Corvettes, Porches, BMWs, etc. (they have clubs)
6. Horse owners (they have clubs and associations)
7. Dentists that ride Harley Davidson Motor Cycles (Yep! They exist! A narrow and fun niche.)
8. Employees (or executives) within a certain large company in your area
9. Retired individuals from a specific company or industry
- Meet with some of these clients and tell them you are thinking about working with more clients like them. Compliment them by saying something like, "I really enjoy the type of work we've been doing and truly believe I can help other people like you. Can I take you to lunch to learn more about the association you belong to and if your industry (substitute words as necessary) might be a great match for my work?" These are informational interviews designed to help you understand the niche and how to approach it.
- When you ask these types of client for referrals, get them to think within the parameters of people like themselves. Let them know you are focusing on people like themselves. Ask if their group, club, association, ever brings in speakers. Do they have a newsletter you might contribute to from time to time?