Going smaller to go bigger might sound counter-intuitive, but this mindset helped Tyler Rossi transform his newly launched recruitment business from zero to $250k revenue!
In this episode, you will hear Tyler’s approach to niching down and the strategies that helped him win the majority of inbound clients and establish himself as one of the leading authorities in the metals and steel recruitment industry.
Tyler is the President of American Dream Search and Host of The Recruiter of Steel podcast. He’s one of the top headhunters in America for sales talent in the Steel and Metals Industry.
Tyler’s story is one of determination and success in the face of adversity, and I’m excited to dive into his experiences and insights today.
Episode Outline and Highlights
- [01:55] How Tyler got into recruitment and why he chose metals as a niche.
- [08:07] Tyler’s story of resilience – getting laid off from a six-digit sales job while his wife was 32 weeks pregnant.
- [12:44] Difficulties of the first six months of a recruitment business and how niching down became a game-changer.
- [17:37] Getting the first client via LinkedIn Automation – Tyler shares his tech stack.
- [20:17] Turning it around from zero to $250k – discussing business development.
- [23:53] How to establish yourself as the go-to authority in your niche.
- [30:57] Podcasting is an effective engagement tool to go above and beyond.
- [38:39] A creative way of using videos to promote your client and strengthen relationships.
- [43:55] Work and life integration: How many hours does Tyler work daily to care for their daughter?
- [46:01] What is next for Tyler and American Dream Search?
Go Smaller to Go Bigger – Top Benefits of Niching Down to a Specific Industry
When Tyler attempted to broaden his scope as a sales recruiter – he felt overwhelmed and things did not work out. He recalled how he already established his network in the steel industry and decided to focus on this niche. It was indeed a game-changer for Tyler!
His conclusion is “The riches are in the niches!” He highlighted below benefits and how niching down worked for him:
- Reduced Competition: By focusing on the steel industry, he reduced his competition from 26,000 recruiters in the US to only around five competitors in the same industry in his domain.
- Authority Building: It was easier for Tyler to add value to the industry and be an established figure in the steel industry through continuous sharing of content and podcasting.
- Higher Demand: Targeting a specialized industry can lead clients to view you as a high-value resource, as you bring industry-specific knowledge and connections. Even if you only place 10 candidates in a year with an average of $25k fee, you already have substantial revenue.
- Efficient Networking: Focusing on a niche simplifies networking efforts. Tyler concentrates on key decision-makers and candidates via targeted marketing and MPC.
How to Establish Yourself as the Go-To Expert in Your Niche
Tyler’s reputation grew as he focused on the metal and steel sector, allowing him to generate trust and recognition in the metals industry. He started his podcast, The Recruiter of Steel, to bring added value to the industry. He also utilized LinkedIn by consistently posting content related to the industry which has gained traction, especially to decision-makers. Out of his 7000 connections, around 75% are in the metal and steel industry.
Consistency in these actions made Tyler a recognizable authority in his niche. As he shared, “As far as an ROI … I would say the majority of my business now, I would say is inbound. Most of it is coming inbound to me. I haven’t run an MPC campaign in probably three, or four months because all of this is coming to me and I have enough business with it. It’s because I’ve established myself as that authority. It’s brought in multiple six figures for me just doing posting and just interacting on LinkedIn.”
Other Action Items That Turned Around His Business
The first six months of Tyler’s business, it brought in no revenue. However, he had a breakthrough that transformed it from zero to a $250k profit. That is niching down, and establishing himself as an authority. However, there are also other action items he shared that helped him, which I am sure a lot of listeners can relate to:
Full Commitment and Resilience: When Tyler was laid off, he committed entirely to his recruitment business, even though it took six months of effort without income to gain traction.
Mentorship and Continuous Learning: Seeking guidance, Tyler connected with Scott Tuttle, a successful recruiter who provided critical advice on areas like contract terms and marketing strategies. This mentorship helped Tyler refine his approach, close deals, and streamline his operations.
Effective Use of Technology: Tyler used a tailored tech stack, including LinkedIn automation through Skylead, Sales Navigator, Apollo for marketing, and Crelate for CRM management. These tools allowed him to be targeted and efficient in his outreach, helping him reach the right clients and candidates without resorting to mass emails.
