There is a type of salesperson you have probably met. Maybe you have been them. They are busy all day, every day. Calls in the morning, appointments in the afternoon, follow-ups at night. They are always moving. Always chasing. And at the end of the year, when they sit down and look at their numbers, something does not add up.
All that motion. All that hustle. And still — just okay.
The problem is not their work ethic. The problem is what they are chasing.
They are hunting squirrels when there is a white whale in the water.
What Is a White Whale — And What Is a Squirrel?
Squirrels are the small deals. The low-commission clients. The accounts that do not refer much, will not make your year, and somehow always need the most attention. Squirrels keep the lights on. And when you are new, or going through a slow stretch, you hunt squirrels to survive. There is no shame in that. Squirrels feed the family while you figure out the rest.
But squirrel hunting is not a business strategy. It is a survival strategy. And there is a big difference between those two things.
Your white whale is something else entirely. It is your ideal client — the one you would clone ten times over if you could. The account that pays well, treats you with respect, comes back to you without being chased, and sends their friends your way without being asked. The one where when something does come up, you work through it like adults and move on.
That is the one you are building toward.
“Don’t be afraid to hunt squirrels. Just remember — squirrel hunting isn’t forever.” — B
Biggest Does Not Mean Best
Here is where most salespeople fool themselves. They close their eyes, they think about their ideal client, and immediately their brain goes to the biggest check they ever cashed. The white elephant. The account that pays well and never lets you forget it.
That is not your white whale.
Your highest-dollar client might be taking you apart at the seams. They call your cell on holidays because you are their guy. They want everything done yesterday. They do not refer you to anyone — why would they? They need you all to themselves. They are making you money, sure. But they are also costing you time, energy, and probably a few years off your life.
“Not all revenue is created equal. Some clients pay you in dollars and cost you in everything else.” — B
On the other end, you have the easy close. Simple, predictable, no drama. But simple does not pay the bills.
Your white whale lives in the middle. Good money. Easy to work with. Comes back without being chased. Does not create chaos. And most importantly — if you had ten of them, life would be pretty good.
That is the one. Write it down.
The Three Questions That Change Everything
Once you have your ideal client locked in, you need to ask yourself three things. Do not skip this. Everything else — your marketing, your outreach, your whole approach — gets built on these answers.
- How did you get in the door?
Was it a referral? Did someone vouch for you? Be honest. If you got in because you were the cheapest option, you are in a race to the bottom — and there are no winners in that race, only survivors. But if you got in because of your reputation, your follow-through, your service — that is something you can replicate. That is gold.
- What product or service opened the door?
There is almost always one thing that gets you into the relationship. Know what it is. One product opens the door, and from there you find out they need three more things. And those add-ons cost you almost nothing extra in sales effort because you are already in the room. Know your door-opener.
- What pain did you relieve?
This is the most important question and the most overlooked. People do not buy features. They buy solutions to problems they are losing sleep over. Time. Reliability. Simplicity. Peace of mind. Whatever it is — know it, name it, and own it. Stop selling. Start solving.
“Stop selling. Start solving.” — B
Look Where Nobody Else Is Looking
If you are just starting out and you do not have an ideal client yet — good. That means you get to pick yours with intention instead of by accident.
Here is the move most salespeople never make: go where nobody else is going. Not because there is no money there — but because everyone else is lazy, or squeamish, or just does not want to bother.
If everybody in your office is chasing corporate accounts, ask yourself where nobody is looking. In insurance, mainstream carriers want mainstream clients. But what about the properties nobody wants to touch? The specialty coverage nobody else will write? That frustration — the thing people cannot find help with — is a map straight to your niche.
Talk to your vendors and carrier reps and ask them directly: Where are the gaps? What is not being fully served right now? They know exactly where the opportunities are. They are just waiting for someone to ask.
“If everybody is looking left, maybe your white whale is to the right. If everybody’s looking left and right — maybe you need to look up.” — B
Your First Niche Is Not Your Last One
Here is something they do not tell you when you are starting out: your first niche is rarely your last one. Think of it less like a destination and more like a door. You walk through it, and there is another door on the other side.
One niche leads to the next. Each one builds credibility, builds relationships, and builds a referral network that points you toward the next level. The slumlord book leads to vacant property policies. Vacant properties lead to apartment complexes. Apartment complexes open up a commercial market you never would have found if you had started there.
Do not let the fear of being pigeonholed stop you before you start. Being known for something specific is not the same as being limited to it. When you are genuinely great at something nobody else will do, people trust you with everything — because if you can handle the hard stuff, you can certainly handle their regular business.
“Your first niche doesn’t make you who you are. It just makes you ready.” — B
How to Find Your White Whale: Four Actionable Steps
You do not need a complicated system. You need a notepad and honesty. Here is where to start.
Step 1: Write Down Your Ideal Client Profile
Not your biggest client. Not your easiest. The one you would clone ten times over. Write down who they are, what industry they are in, and what makes them ideal to work with. Give them a name if it helps — even a stand-in like Company XYZ. Get them out of your head and onto paper.
Step 2: Answer the Three Questions
How did you get in the door with that client? What product or service opened the relationship? And what pain did you relieve? These three answers are your blueprint. They tell you exactly what to replicate — and exactly how to position yourself to attract ten more just like them.
Step 3: Go Where Nobody Else Is Going
Talk to your vendors. Ask your carrier reps where the gaps are. Look at what clients are complaining about when they call your competitors and get turned away. Follow the referrals nobody is chasing. The research does not have to be complicated — it just has to be intentional. Most salespeople never ask these questions. That is why the gap is still there.
Step 4: Hunt Squirrels to Survive, But Keep Your Eyes on the Horizon
You still have to eat while you are building. Hunt the small deals. Work the accounts that keep you going. But do not let squirrel hunting become your permanent operating mode. Build the skills. Build the relationships. Build the reputation. And when the white whale shows up — and it will — you will be ready to land it.
What It Feels Like When You Find It
When you find your white whale — when you land in a niche that truly fits — something clicks. The calls start feeling less like cold calls and more like conversations with people who already get it. The referrals start coming in because your name is attached to something specific, something people remember. You stop trying to convince people you can help them, and you start attracting people who already know you can.
It is the difference between swimming upstream and letting the current carry you.
You are not just building a book of business. You are building an identity in the marketplace. A reputation that works for you even when you are not in the room.
“Without a niche, you’re just going to be the average Joe. Average pays average. A niche pays dividends.” — B
Your white whale is out there. Go find it.
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This post is adapted from Salesperson’s Platbook by B, available now. If this resonated with you, reach out to DBG to learn how we help salespeople define their niche, find their ideal client, and build a reputation that works for them.
