In today’s edition, we explore one of the biggest mistakes I made in my first business, why “small businesses” is not a target market, and why it is finally time for me to drink my own champagne and focus on a niche within a niche within a niche. Let’s get to it.
One of the things I talk about a lot is niches.
In fact, if you’ve listened to my podcast, attended one of my talks, or worked with me directly, you’ve probably heard me say the same thing over and over again.
Be something to someone. Not everything to everyone.
And yet, if I’m being completely honest, this is advice I haven’t always followed myself… which means it is time to drink my own champagne.
For years, we have helped business owners from a wide range of industries improve their sales performance. We’ve worked with manufacturers, professional services firms, software companies, consultants, construction businesses and many others.
The challenge with serving everyone is that eventually your message becomes too broad.
You become relevant to lots of people.
But highly relevant to very few.
And relevance is what drives sales.
One of the biggest mistakes I made in my first business was saying our target market was “small businesses”.
There were millions of them. At the time, that sounded fantastic – a huge market with endless opportunity.
The problem? "Small businesses" isn't a target market. It's far too broad.
Looking back, we should have focused much sooner. For example:
Accountants.
- Then a specific type of accountant.
- Then a specific challenge within that market.
A niche within a niche within a niche.
The businesses that win are rarely the ones trying to appeal to everybody.
They are the ones that become known for solving a specific problem for a specific group of people.
Which brings me to the point of today’s email.
From June onwards, we are going to be focusing much more of our content on MSPs (Managed Service Providers).
I will still be sharing lots of sales content that is applicable to all industries, but the examples and focus will be MSP-driven. I appreciate that if this isn’t your area, then you may decide my email is no longer for you. If that’s the case, then I totally respect and understand that.
Why focus on MSPs?
- Because it is our sweet spot.
- It is the audience we understand best.
- It is where we know we can create the biggest impact.
And it is where we see the same sales challenges appearing time and time again.
Businesses that rely heavily on referrals.
Founders who are carrying too much of the sales burden themselves.
Companies with excellent technical delivery but inconsistent lead generation.
Sales processes that exist in someone’s head rather than in a repeatable system.
The fear many people have is that focusing on a niche means turning opportunities away.
I don’t see it that way.
The service can always be adapted.
The real question is whether your message is relevant enough to get attention. Because when somebody reads your content and thinks, “That’s exactly my situation”, everything changes!
Your marketing improves.
Your sales conversations become easier.
Your positioning becomes stronger.
And your prospects are more likely to engage.
So from June, expect more content around:
Generating leads for MSPs
Building predictable sales pipelines
Creating sales processes that don’t rely on the founder
Increasing client value and retention
Winning larger and better-fit opportunities
Building a business that can grow without everything depending on you
This isn’t a change of direction.
It’s a sharpening of focus.
It’s us doing exactly what I encourage other business owners to do.
Finding our sweet spot.
Doubling down on relevance.
And becoming something to someone rather than everything to everyone.
So let me leave you with three questions.
Is there enough of them?
Are they prepared to pay?
And do you actually enjoy working with them?
If the answer is yes to all three, don’t be afraid to focus.
In fact, it may be the most important growth decision you make.
For us, the answer is clear, which is why it’s time to drink our own champagne.
Focus isn’t limiting. Focus is liberating.
Thanks as ever for being part of my community.
Have a brilliant sales week ahead and remember: Eat or be Eaten.
