Episode transcript
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You're listening to the That's Life podcast by Richard Butler. Where I talk about everything to do with life and how to make it better. 

Hey guys, Richard Butler here with another podcast and today I'm talking about something different and that is working with the best people that are right for you now what I mean is that when you are in business you need to think about your niche or your niche depending where you come from. People pronounce it differently. But if you're thinking about any business let's say you're in sales you need to work with the people who need you. So I used to work in the recruitment industry and you could say Tommy was a recruitment consultant but that's too wide If Tommy wants to do well he has to focus in on a particular niche and that could be I. T. 

But even with an I. T. He should niche down and become an expert in a certain technology. Be it ruby on rails, whatever it may be. So rather than being a generalist Tommy is a very specific consultant and he specializes in certain programming profiles such as ruby on rails. Which means then that when somebody needs a programmer that programs ruby on rails, they will go to him and he won't waste his time with other profiles. For example, I do a lot of english teaching as you probably know and my niche is helping people who are in business and they could be managers or executives or those who are changing career and not only sort of helping them with their english but also coaching them to become better. And I've been quite successful in that. 

I have to say if I'm being modest and I see everywhere people complaining other english language teachers complaining saying that there's no money in english teaching, there's no jobs people aren't paying. I'm actually increasing my rates because I want to just work with those people that gravitate towards me now, you have to sell yourself as the best in field or the best in class person for whatever it is that you're offering. If you think about it, if you're setting up a a store online and it's selling beauty products, well, you have to ask yourself who is my ideal customer, because if you answer, well everybody who wants beauty products, That's not gonna fly. Why? Because the beauty products that are 18 months compared to a 20 year old woman or a 50 year old woman are completely different. So you need to think, well, I'm going to focus on beauty products for 40 year old women. They could niche down further and have, I'm going to focus on beauty products for 40 year old women that are vegan friendly. The beauty products are vegan friendly, not maybe the women or maybe both are, but ones that are vegan friendly and that becomes a very specialist niche. 

So when companies say, well the market is saturated, you have to re look at the market and see how can you make your product stand out? How can you make your service stand out? So if you're a service provider, no matter what service it is, uh recruiting, teaching, web design, graphic design, you need to stand out and not be a jack of all trades because as the cliche goes, you'll be a jack of all trades and a master of none. So you want to make sure that you know who your niche are and you know who your target, well avatar is your target audience are, because by knowing those things, you will be able to price yourself at probably a higher price. One last example, a car mechanic, what do they do the repair cars? But would you bring your high end car if it's a Porsche or Lamborghini or whatever you want to call it? Would you bring one of those to a normal general mechanic? No, probably not. Why? Because, well, you know that um, your car is special and you want to get it looked after by a specialist, fundamentally, the mechanic is the same, except they have specialist in that particular brand and that makes them more attractive and it makes them charge more so by specializing, you stand out from the crowd. 

So I want you to think about that over the next couple of weeks and think about, well, even if I'm an employee, how can I become more niche? How can I specialist so that I become more valuable? Uh, if you're self employed or a salesperson, how can you stand out and niche down to a particular client or cold call a particular type of client that will probably get your bigger results. If you have any questions, just let me know. And of course you can find out more about me on richard butter dot coach, Make sure that you like this podcast and make sure that you subscribe and I talk to you very soon. Take it easy guys. Bye. If you enjoyed this podcast, make sure that you subscribe and check out my website. Richard Butler dot coach Garcia next time.