A lot of coaches are so skilled, that they don’t feel the need to create a niche coaching business. They feel confident enough about their skills and expertise to coach almost anyone who comes looking for help. This often leads others to wonder about the necessity of specializing and finding a specific coaching niche, when it seems like you can have more to offer and you can gain more clients if you remain as a generalist coach. It may seem counterintuitive to narrow your focus down, since this will naturally narrow down the choices that you have in terms of clients, but surprisingly, this is not the case.
Coaches who decide to specialize often end up with a steady and loyal stream of clients and they become better able at providing the right advice and guidance that the client is paying for. Here are some reasons why narrowing your field and finding your niche could be the best thing you can do as a coach:
Niche Benefit ONE: You get to tailor your skills and expertise to fit a specific set of needs.
It is not uncommon for a coach to receive questions about his expertise in a particular industry. Generalist coaches with no specialization will often have a limited understanding of an industry that they barely know, but most are convinced that their business growth models will apply to all industries, so they take the job.
Now skilled coaches know how to make a business grow with the right model so it is not always certain that inexperience with a particular industry will result in disaster. However, a coach who has established a niche coaching business for himself in a particular industry that concerns the client has more resources and a better ability to make that business grow, as opposed to a generalist who only has a skin-deep understanding of what it takes to succeed in that industry.
Niche Benefit TWO: Force Concentration And Effective Marketing
Focus is one of the main requisites for success. When you are focused on solving a specific problem rather than spreading your attention on multiple problems involving different areas of expertise, you are able to devote more time in finding the best solution.
In the military this is called force concentration, where smaller, less equipped armies beat larger opponents by focusing their areas of attack rather than attacking from all sides and spreading themselves too thin.
This strategy is effective not only when it comes to building your expertise in a specific niche but also in creating a marketing strategy to attract potential clients.
Niche Benefit THREE: You avoid spreading yourself too thin.
It is common for coaches to serve too many clients at the same time. As a result, the quality of the service suffers. This hurts the clients since they are getting sub par service. This can also put your name and reputation in jeopardy since you are giving the impression that you cannot deliver expected results.
A niche delineates the services you do or do not offer and provides clients with a clear set of expectations. Since the client knows that your expertise is in a particular niche, he goes to you when he needs help in that particular area. There are no vague expectations from clients so there is less risk for disappointment. This also helps you establish a reputation as one who is clear on the benefits and results you offer, and one who consistently delivers these results.
Finding Your Niche Coaching Business as a Marketing Tool
It is not a requirement that you find a single niche and stick to it for the whole course of your career. It is equally wise to establish yourself in different niches over time. A marketing strategy for a particular niche is good for attracting potential clients, since clients will seek the coach who has the most expertise in their industry.
The simplest way to do this would be to decide on a target market for a specific duration, focus on a particular problem and solution that you can offer for that population, and create an incentive for that market, which could be a free CD or a book that promises to get your target population the solution that it needs.
Finding a niche for yourself could be one of the best things you can do for yourself and your clients. A specialization allows you to become the expert that your clients need. You avoid spreading yourself too thin and you become more consistent in delivering high quality coaching service to clients.
Having a niche is also useful in coming up with an effective marketing campaign if you want to add more clients to your practice.
Hope you took some great value out of this post today! I’d love to hear your feedback, so make sure you leave a comment with your thoughts or questions. And also, you can click on the Twitter button below to retweet this article…Thank you!
Jeffrey T. Sooey
CEO, JTS Advisors
Founder, Coaches Training Blog community