Niche and Pitch: How to Zero in on Your Ideal Client

In order to sell effectively, you must first know your target audience. However, for many, determining just who that is can prove to be challenging. The hardest part for most is in narrowing it down to a fairly specific niche. We instinctively want to sell to as many people as possible, meaning our marketing becomes too broad. But if you're selling to everyone, you're selling to no one. How can you finetune your niche? And from there, how can you make the right sales pitch for your ideal client? We spoke with Chala Dincoy, a marketing strategist who's worked with some of the biggest brands. She shares her wisdom on how to niche and pitch.

Chala Dincoy is the CEO and Founder of The Repositioning Expert (division of Coachtactics). She’s a Marketing Strategist who helps professional service companies change their messaging to attract more decision makers. In her former life, Chala was an award winning marketer at companies such as Pepsi, Pizza Hut, Frito Lay, Diageo, Playtex and BIC Inc for 20 years. Now she’s a marketing consultant and the author of Gentle Marketing: A Gentle Way To Attract Loads Of Clients and How To Win Friends the Way Apple Wins Customers. In addition, Chala is a regularly featured expert on major television networks such as ABC, NBC, CBS, Fox, as well as a popular speaker at International conferences.

Our conversation starts with learning about Chala's journey to becoming a marketing strategist and starting The Repositioning Expert. Chala has an impressive background, and after years of working with several household names, she has since authored two consequential books and launched her own organization. She's an expert on selling and zeroing in on the ideal client, making this a particularly informative podcast episode.

So, why is finding your niche essential to effective marketing and sales? Chala explains why homing in on your niche isn't just helpful, it's necessary to your success. Your target customer informs the product or service you provide, and understanding that ideal client is paramount to knowing how to reach them. Marketing and sales are most effective when you have a specific niche and truly understand that niche.

By now, you can accept the value of niching down in theory. But how does a company discover what their perfect niche is? That can be tricky, especially in the beginning. Chala shares advice on how to determine who you want or are best fit to sell to. This can take some time in researching, talking to your prospects and existing clients, and a bit of trial and error. But with time and attention, you will finetune your target.

Okay, you have a niche now. How do you make the right sales pitch for the people in that niche? This comes down to understanding your audience. What do they want, need, or lack? What has worked for them before that no longer gives them results? Where can you find them, and how can you reach them? Chala reveals the secrets to success here.

Sometimes, despite your best efforts, you may find that the niche you thought was right for you isn't working out. How can you course correct if your find that your niche isn’t working out? Chala offers some tips on how to determine where it went wrong and how to fix the situation. She then shares some final thoughts, tips, and advice about niching and pitching.

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