Clients hire the expert. Period. In any economy. So be the expert and start proclaiming. You need a niche–a narrow niche.

Know Your People

What makes you the expert? What do you love about your favorite clients that makes them your favorite? For example: Insurance agent, George, focuses exclusively on engineers. George studied engineering in school, and he loves working numbers. He knows exactly how to communicate with engineers. George’s first client policy referred him to other engineers. He told his friends they had to talk to George, because George “understood” him. George quickly expanded his business because the engineers viewed George as someone who explained the complexities of insurance in a concrete, systematic manner. George became known as the sales expert and the “go-to” person for engineers.

How to Develop Your Niche

Ask yourself: What expertise do I contribute? How do my hobbies relate to my niche? What types of clients are my favorites? Most importantly, what kind of business do I love the most? Connect with your passion, and you’ve found your niche. Your excitement and authenticity show through in every sales interaction, and sales prospects will buy from you.

Think about your background and your interests and determine how you parlay those into new relationships, new niches, and new business for yourself. When you establish a common interest, you connect immediately.

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