Niche the Hell Down: And Start Getting Better Leads
You’re great at delivering. So why is it still so hard to attract the right prospects?
You’ve tried LinkedIn, cold emails, networking. Still no good leads. And when someone asks who you work with, the honest answer is “I can help X, Y and Z.”
That’s the trap. Engineers read many possible buyers as safety. In practice, being relevant to everyone gives no one a reason to choose you.
“Just niche down” is easy advice. It’s hard to follow when you have good clients in three industries and real revenue at stake. Niching down doesn’t mean dropping your current clients. You decide which buyer you want to attract more of, and you test it. You’re not marrying a niche. You’re dating one.
That’s what we do in 3 hours, live on Zoom. Less teaching, more doing:
Find your people. Use the Friday Evening Test to spot the clients you’d genuinely want more of, then define one buyer to test.
Become the obvious choice. Use the Aïcha and Pitch Blank exercises to find out what your buyer compares you to, and build a pitch that makes them feel understood before you mention your services.
Test it with real people. Before we close, you’ll send three short messages to contacts in your network, asking for feedback or an introduction. No hard selling.
Then keep the momentum: the following week, Monday to Friday, you join the 5-Day Better Leads Challenge in the Engineers Can Sell Academy, with daily missions, feedback and shared wins.
You’ll leave with:
One niche to test and a clear buyer definition
A buyer-centred pitch and promise
Three outreach messages already sent
Your place in the 5-Day Better Leads Challenge
Bonus: if your outreach turns into a genuine opportunity, 30 minutes of private coaching to prepare your discovery conversation and think through a proposal
Who’s running it: I’m Othmane, a former avionics software engineer (Airbus, Thales, EUMETSAT). My B2B services firm did over $1M in revenue with 10 people at around 7% margin. When COVID forced a rethink, we focused on one buyer. We ended up as 2 people making multiple six figures in profit. Don’t wait for a crisis to force you to niche down.
This is for you if you’re a technical B2B founder selling expertise or services, and you know you should be more focused.
It’s not for you if you want someone to pick your niche for you, or you’re not ready to put a message in front of a real person.
Small group. €100. Community members get a discounted rate. Can’t make it live? You’ll get the recording within 24 hours.