August 1, 2022

EPISODE 230: Why We’ll Never, Ever, Ever Niche

Raise your hand if you’ve ever heard about the importance of niching down. While there are definitely benefits and value to niching, there’s a side of it that could also be disadvantageous.

In today’s episode, Macy is sharing why Guide Culture doesn’t believe in niching for School of Sales. She discusses the pros of cons of finding your tribe, explaining when being with like-minded individuals is useful and beneficial, but also when it is harmful especially when you’re building a business and selling. This is a short and sweet episode that offers you a new perspective on why niching might not be as beneficial as you think. So tune in, take notes, and get ready to challenge what you know about selling, growing a business, and where niching fits into that scope.

In this episode, we cover:

  • Acknowledging the benefits of niching
  • The problem with looking for personal development opportunities within your tribe
  • Why we don’t believe in niching for School of Sales
  • Why it’s not helpful to be in a circle of prospects

Hey, what’s going on school sales fam Macy McNeely here I pulled up to the office basically on two wheels to record this for you. I’ve been in conversation with a few people and just have a message that I really believe it’s important to be aware of in know about as you go into your personal development and business development journey, I believe in for us to never, ever, ever, ever, ever niche and no, that’s an overstatement. But it’s kind of in my bones of why I believe this. I want to talk about why. First of all, I know niching is important, okay, I see the benefit. I understand why it matters. I see why people would say riches are in the niches. I literally understand. And I do actually think sometimes, we might be making it harder on ourselves by not niching. And I understand why people do advise us to niche, but it is against one of my core beliefs that I’m going to talk about with you today. As humans, we love to be a part of a tribe, okay? We want to feel a sense of belonging, we want to feel a sense of safety and being in a tribe is part of that. And I know that I almost instantly feel that safety. When I’m talking to someone who does what I do. Even if I just meet someone and they’re like, Oh, you have an online business, and uh, you know, I have online courses like like, that’s what kind of happens inside of me a big like real, like sigh of relief of they get me.

Someone else that comes to mind is Chelsea Winstead. She’s one of my like, friends that I love to talk shop with. We don’t talk super often. But when we do, it’s just a like, my walls are just down. I know, I can call her any time. I know that she like can text me any time because we just talk shop. And you should have people like that in your life. You should plan time to be with people who get you, like I tells you and I talk about all the time when we want to have a slumber party and just talk shop and be with people who understand us. The problem is that people tend to look for personal development opportunities within people that are in their tribe. So they might say, hey, like I have a course who for photographers. And that’s a niche, like I teach photographers how to like, make $10,000 months or whatever. And that’s a niche. And so every photographer comes together and they all get each other right.

Another example I want to use his life coaching, a lot of you know, I’m in the process of getting certified. And it has been such an interesting perspective coming in as someone who originally is a business owner and sales expert. And then second handedly wants to get the certification. Not everyone, but most people are coming in wanting to get the certification and then be a business owner second, or they are in a career and they’re about to retire. And they want to start something different. That was kind of the two groups that I noticed when I was at the in person certification four day experience. And like people in that scenario are already in a tribe in some form or fashion. They’re either in a stay at home mom tribe, potentially, right. They have friends that are stay at home moms, they do things with other stay at home moms, and that is their tribe, or they’re a corporate stay or excuse me, they have a corporate tribe. And getting this life coach certification and going into this business owner identity is forcing them to essentially leave the cave of safety with their tribe and go and find a different cave. Now that cave is not guaranteed. They’re literally leaving the cave. And like frantically looking for a tribe to join that may or may not be there. And so when they’re leaving the cave, and they’re looking for a tribe, and they see potentially, a leader of a tribe says hey, I teach life coaches how to XY and Z. I teach photographers how to X, Y and Z. I teach real estate agents how to do X, Y and Z, whether it’s build a business, make this much money, have sales, I teach them how to market whatever.

And they see that from their cave that they’re leaving and they run and they just get embraced by them because it’s like that feeling of oh they get Me, they know what I do. They understand the value, they get why this career is noble and important. I don’t have to explain myself, right. And that makes so much sense. Everything about that makes sense. From a human brain perspective, I get it completely. This is also one of the biggest mistakes that you can make. When you’re with a tribe that gets you just like we talked about, you don’t have to build value of what you do. They already know. It’s like unspoken. You don’t have to handle an objection, for example, for life coaching. You know, it’s an unregulated industry.

And I know a lot of people question life coaching, because it’s like, how are you getting certified if it’s not regulated. Like that doesn’t seem good or that doesn’t seem valuable. And so when you’re with a bunch of life coaches, you guys can say huddled around and say, oh, they don’t get it. They don’t understand like an almost potentially subconsciously stiff arm them, when in reality, they’re probably someone that needs life coaching the most. They’re someone that needs you to explain and change their perspective and build value the most. Another thing that’s a big problem is when you’re with a tribe that understands what you do, you all start speaking the same language. And that language typically turns into jargon.

You might use phrases, words, concepts, ideas, they’re very easy to understand with each other, because you are talking shop. And then you go into a world who has no idea what life coaching is, or who has no idea, the type of business you could build as a photographer, and it’s not clicking for them. In fact, it is going in one ear out the other, and it’s very confusing, and then they shut their brain off. Humans want to conserve energy. Anytime something feels hard, their brains naturally shut off. It’s like the last time you read a textbook, those very hard to understand, your brain did not want to focus because it wanted to conserve energy. And when you’re around people who only get what you do, you aren’t having to work hard to explain things simply.

And I’m going to be honest, making things come off simply is way more difficult thing is Albert Einstein who said, If you can’t explain something simply you don’t know it well enough. And you just put yourself in this trap of like people not understanding what you do, and you’re not even putting yourself in an opportunity to practice communicating well. And this is why I believe in never, ever, ever niche niching for school of sales, because it is of the utmost importance, that you are in a circle of people in your lab that might not understand what you do. Like you might be a dietician, but they don’t understand, like why you coach people on their gut as a dietician, they don’t understand the power of the gut, they don’t understand, like, why that matters.

And so you have the opportunity for eight weeks to be in a circle, and build value simply. And you get to watch them in real time. See, that clicks for them, you can tell just by their body language, by the way, they nod their head, or their eyes shifting or you losing their attention. And that right there, that interaction is invaluable. Because you can know Hey, that’s not hitting for the Average Joe, and I am communicating to the average Joe, right. And I have to be able to connect to the average Joe so that they want what I have. And being in that circle, and doing that consistently is is critical. It’s imperative. Another thing I see a lot of people teach when they’re in their kind of world is like how to handle a slick specific call, like maybe it’s a sales call, or maybe it’s a console call or maybe it’s you know, like how to handle a specific sales call. Right? And that also makes sense to me 1,000,000%.

The problem is not necessarily the call, it’s really getting people on the call. It’s the communication of the of what you do and building the value of what you do to make people want to be on a call with you. This is why we always talk about that sales is a process not new And because, like that call is an event. And people think that that event is the end all be all, when really that’s just a part of the process of the sales process. You can think about it like an election, election day is when you cast your vote is not the day you decide who you’re going to vote for. And people assume that this call is like the big election day where someone like makes the decision, nine times out of 10, they’ve made the decision before they even get on the call. And that’s where the sales messaging is so important is that you’re communicating, because your Instagram, hopefully, average Joe’s are following you, right. And when I say average shows, I just mean people who aren’t like coaches or people are following you that are prospects, and that see the value, understand the value and are moved to take action to book a call. And that’s why sales skills are absolutely critical from beginning to the end of your sales process.

This is another big whoopsie is people get in these tribes of people that do what they do. And then they’re in a bunch of circles with people that aren’t prospects. I’m sorry, but that’s not helpful. It is so helpful to have these tribes to come to to, like relax. And like I said, Talk Shop and have friends and community. But being in circles of people who have no idea the value of what you do, because like even like a teacher, right, like we know what a teacher does. But communicating the value of math computer, communicating the value of mastering algebra, even as an adult, you know, like, if you are an algebra teacher there, you might believe that that’s important. And being able to sell that idea to someone who might not believe that that’s important is, is the most important thing that you can master.

And the best part about School of Sales, is that while you are leaving a tribe of people who get you and going to a tribe of people who might not get you, you still join a tribe, you join a tribe of people who want to be better, you join a tribe of winners, you join a tribe that believe that sales skills or life skills that pull for you that encouraged you and love you. It’s just a different tribe. It’s a tribe that you learn from, versus a tribe that you feel safe in. And the good news is that the school of sales tribe, while it might not feel safe to you, in the sense of you are trying something new. You’ve never done this before you’re practicing out loud, and that might feel really scary. It really is safe. It’s a safe place, you can’t lose. People are going to cheer you on no matter how well or how poorly you feel like you did in your practice session. And your coaches are so fully equipped and trained to meet you where you are, to water the seed that you are and help you create that beautiful and help create that beautiful environment where you can grow the deepest roots and be the most beautiful, most luscious tree that you didn’t even know you are capable of.

And so if you look around right now in your life, and you realize, man, I’m in a circle of a lot of people that get me a little bit too much. Now’s your time. To get in a place of people that might not know you might not understand you and could very well be prospects for you. School of Sales, it closes the enrollment closes on July the 17th. This is, in my opinion, best program on the market. It is the perfect environment for you to learn material. But also practice, repeat and rehearse so that you can feel so confident no matter what market you’re in, no matter who you’re in front of no matter what objection or rejection information you get. And you can walk away knowing exactly how to get someone on this console call or on the sales call and know exactly how to close that call and keep someone excited about the process. If you have any questions please message us at the guide culture. I hope this was helpful and hope to see you inside of school of sales.






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