How Narrowing Her Niche Helped Prospects Show Up 90% Pre-Sold

Bev Feldman has been a founding member of The Expert Up Club since 2023. As an email automation strategist and Kit Certified Expert, she's helped business owners create quality email sequences that actually work.

But about a year ago, Bev hit a frustrating pattern.

She was getting sales calls. People were interested in her services. But something felt… off.

“I was starting to notice a pattern of the clients who lit me up the most,” Bev explains. “It was kind of a Venn diagram—they both lit me up the most AND they had the funds to hire me.”

The problem? She couldn't quite articulate who these people were or why they were different from other potential clients.

The Hot Seat Call That Shifted Her Niche

Bev started looking at the clients she loved working with: a speech language pathologist running an online membership. A certified financial planner building his practice. 

“I was like, okay, this person's a speech language pathologist and this person's a certified financial planner. They're all professionals, but what is the term that connects them all together?”

During a hot seat call in the club, another member—Rachel Alexandria—suggested the perfect phrase: credentialed professionals.

Suddenly, everything clicked.

These weren't typical online business owners who spent their days consuming marketing content and shopping for the next program. These were professionals with backgrounds in traditional fields—people who'd spent years earning degrees, certifications, and licenses in their expertise.

“They're not marketers,” Bev realized. “This is all brand new to them. They just want to do their work and support clients.”

The Messaging Shift That Made Her Clients Feel Seen

Once Bev identified her ideal clients as credentialed professionals, she completely overhauled her messaging—not her services, just how she talked about them.

One of her speech pathology clients crystallized the shift for her. In describing why she hired Bev, the client said: “Before working with Bev, we didn't have the plan or skills to create a quality email sequence. I wanted one-on-one help….so I could focus on the other aspects of the business.”

That testimonial revealed something crucial: credentialed professionals don't want to become email marketing experts. They just want it to work.

“The way she framed it made me recognize that I needed to talk about what I was doing a little bit differently,” Bev explains. “To speak to their particular challenges of, like, ‘I just want to do the work. And I see that email marketing plays a role in this, but it doesn't make sense for me with my expertise to then become an expert in figuring out this email marketing software.”

Bev shifted her entire website, welcome sequence, and services guide to speak directly to this audience: You didn't start your business to become a marketer.

How The Expert Up Club Supported the Evolution

As a founding member who's been in the club for nearly three years, Bev had already done the messaging sprints before. She'd built a solid foundation.

But when she recognized this shift in her ideal client, she knew exactly what to do.

“I'd seen the value of doing the messaging sprints prior, and I felt like they definitely helped inch me along in the right direction. And then I was like, okay, I gotta start again fresh from people I've worked with more recently who better fit the profile of the people I want to work with, and figure out what are the patterns of what they're saying and how to help me position it better for them.”

The hot seat calls became invaluable for talking through the nuances. The B2B-focused conversations helped her understand her unique position—she wasn't selling to giant corporations, but she also wasn't targeting the typical online business owner.

The key insight? She didn't need to recreate all her messaging from scratch.

The work she does, her point of view, and the solution she provided all stayed the same.

Her messaging narrowed and focused on the clients who energized her most—and crucially, who could afford her services.

What Changed on Sales Calls (Spoiler: Everything Got Easier)

After updating her website, welcome sequence, and services guide with her refined messaging, Bev noticed an immediate shift in the quality of her sales calls.

People were showing up already sold.

“I feel like people are pretty much already 90% there,” Bev says. “They've already pretty much decided. This is just a confirmation of that.”

Her pricing became easier to share because prospects had already seen it multiple times before booking a call. And the conversations themselves transformed.

“I'm seeing people who book a sales call reflecting back my messaging, really talking about how they want to hire someone who cares about consent and giving people control over what emails they receive. They're very caring people who care about how they show up. They were seeing themselves both in my approach and also in who I was talking to.”

Instead of trying to convince people she was the right fit, sales calls became about confirming alignment and checking vibes.

The Business Impact: Better Clients, Higher Prices, Faster Decisions

Since refining her messaging to speak directly to credentialed professionals, Bev has seen tangible changes in her business:

Pricing went up significantly: “My prices have gone up a lot in the last couple of years,” Bev notes. With clearer positioning and right-fit clients, she's able to charge what her expertise is worth.

Faster decision-making: Bev received a follow-up email from a client less than 12 hours after presenting the full scope and pricing: “Alright, let's do it. I wanna start ASAP.”

More power hour bookings: Clients who can't afford her bigger packages immediately sign up for her power hour instead—no hesitation.

Better workflow predictability: With clearer offers and consistent conversions, Bev can now predict her revenue and manage her client capacity more effectively.

The Surprising Truth: Narrowing Her Niche Didn't Tank Her Business

One of the biggest fears business owners have is that narrowing their niche will eliminate potential clients and hurt revenue.

Bev's experience proves the opposite.

By getting specific about who she serves—credentialed professionals who don't want to become email marketing experts—she actually attracted more of the right clients willing to pay her rates.

“I think it shifted, but also narrowed,” Bev reflects. “It certainly encompassed them, but I think it was also trying to encompass other people who approached the problem differently.”

She walked away from targeting online business owners—people with tens of thousands on their email list who want to DIY everything. That business model didn't light her up, even though they technically needed her services.

Her clients aren't chasing list growth for list growth's sake. They're focused on quality, consent, and professionalism—values that align perfectly with Bev's approach.

The Power of Staying and Refining

Bev's story isn't about a dramatic overnight transformation. It's about the power of staying in a community that supports your evolution over time.

She built a solid messaging foundation in the club. She refined it over time.. She tested it. She narrowed it. And now, three years later, 90% of her sales calls are with clients who are ready to work with her, energize her and can afford her rates.

“I think this is one of those inflection points where I've finally been like, oh, okay, what I'm saying is resonating with the right people. By the time they book a call with me, they don't need me to convince them.. I just want to get a vibe check with you.”

That's the real result: marketing and sales that finally feel easy because your message is dialed in.

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Ready to dial in your message so sales calls stop feeling like convincing and start feeling like confirmation?

The Expert Up Club helps credentialed professionals—consultants, coaches, and service providers—refine their messaging so the right clients show up ready to say yes.

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