Build Your Niche. Stop Wasting Time.

You’re not losing because you’re bad at what you do.
You’re losing because you’re chasing everyone—and converting no one.

Top producers don’t sell to the masses. They build a niche and become impossible to ignore.

The rest? They keep scrambling for scraps, “networking” with people who’ll never buy, and quoting clients who ghost.

This post is your wake-up call.
You don’t need more leads.
You need a clear Ideal Client Profile—a weaponized niche—that makes every hour you spend prospecting hit harder.

 

1. Name Your Sandbox. Own It.

Stop pretending you’re “industry-agnostic.” That’s code for “desperate.”

If someone said they fix cars, perform heart surgery, and design websites, you’d laugh. But that’s how most producers show up: a generalist in a specialist’s world.

Instead:

  • List 2–3 industries where you’ve kicked ass

  • Get specific: “construction” becomes “regional sitework contractors doing $10–$30M”

  • Prioritize: Where do you win most often, enjoy the work, and get paid well?

The narrower your niche, the faster your pitch lands.

 

2. Pick a Revenue Range—or Get Used to Tire Kickers

Here’s the truth: not every business deserves your time.

If they can’t afford your solution, stop showing up like a hopeful intern. Set your bar:

  • Below it = a hard no

  • In your zone = full-court press

  • Above it = use caution, but swing big if it fits

Example:

“We work best with companies doing $5–$50M. Big enough to have real problems. Small enough to still care.”

This one filter alone will save you 100+ wasted hours this year.

 

3. Call Out the Chaos in Their Industry

You want your niche to see you as a partner, not a vendor?
Know their risks better than they do.

Study their world:

  • What’s changing?

  • Where are the cracks?

  • What keeps their CFO up at night?

Build a risk matrix if you need to, but the real win is simple: use this intel to punch their pain in the face—and hand them the solution.

 

4. Know Who’s Holding the Checkbook

Selling too low in the org chart is a slow death.

You get stuck explaining things to people who need permission to buy gum. On the flip side, shooting too high without context just gets you ignored.

Figure out:

  • Who signs off

  • Who feels the pain

  • Who can carry your flag up the chain

Pro tip: Build your pitch around what they care about (profit, risk, growth)—not what you “do.”

 

5. Draw Your Geographic Battle Lines

Local? Regional? National?

Draw the line. Own your turf. And don’t waste time outside it—unless you’ve got a damn good reason.

Ask:

  • Can I serve this client well from here?

  • Is this market worth the effort?

  • Will I actually follow through?

The best niche strategy still dies if it’s built in places you’ll never prospect.

 

6. Pick Clients Who Are Going Somewhere

You don’t just want clients. You want rocket fuel.

Target companies that are:

  • Scaling

  • Innovating

  • Hiring

  • Expanding

Bonus points: Their growth opens more doors for you—more lines of business, bigger contracts, more influence.

If they’re stagnant or playing defense, let someone else waste time quoting them.

 

Build the Niche. Then Wield It Like a Weapon.

Your niche isn’t a cute marketing exercise.
It’s a heat-seeking missile for the work—and clients—you want.

Use your ICP to:

  • Filter fast

  • Pitch smarter

  • Win bigger

  • Say no with confidence

The producers getting rich aren’t lucky. They’re focused.

So build your niche. And then go dominate it.