Is the Market Oversaturated with Jayne Havens

 

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Transcript:

Intro: Welcome to Becoming a Sleep Consultant! I’m your host Jayne Havens, a certified sleep consultant and founder of both Snooze Fest by Jayne Havens and Center for Pediatric Sleep Management.

On this podcast, I’ll be discussing the business side of sleep consulting. You’ll have an insider’s view on launching, growing, and even scaling a sleep consulting business. This is not a podcast about sleep training. This is a podcast about business building and entrepreneurship.

For the past 80 weeks, I have released brand new content on the Becoming a Sleep Consultant Podcast. That’s something that I’m really proud of. 80 weeks is a really, really long time. Here we are at the end of August. It’s Tuesday, and I didn’t really have anything. I didn’t have anything fresh to release. We have been at the beach. My kids are between camp and school. I’m elbow deep in laundry, in school supplies and trying to keep my children entertained and fed and engaged. I just didn’t have it in me to create new content for the podcast today. For those of you who know me, that’s really hard for me. I like to do everything at 100%. I like to be on point all the time, and here I am sitting at my desk on a Tuesday without anything. That feels kind of crummy.

I was thinking about recording or re-releasing, not recording. I was thinking about re-releasing an old episode. First of all, we have so many great episodes that are way down deep in the archives of the Becoming a Sleep Consultant Podcast, that perhaps many of you listened to a long time ago. But a lot of you are newer to the podcast and probably never dug that deep. I thought, okay. I’ll just share an old episode. There’s plenty of good stuff. But I don’t know. It just wasn’t sitting right with me to not release fresh content.

As I’m trying to rack my brain and figure out how I’m going to make this work on a moment’s notice, somebody slid into my DMs on Facebook. She told me that she’s interested in becoming a sleep consultant, but she’s just worried that the market is oversaturated. And it was like, boom. A light bulb went off in my head. I have content for the podcast.

The content is not content that I’m going to record right now. It’s actually content that I already created two years ago. I went back into the archives of the Becoming a Sleep Consultant Facebook group where I used to go live regularly. I don’t do that so much anymore because I’m more focused on the podcast. But all those videos are still there. I went and dug out this old video where I addressed this exact objection. We talked about whether or not the market for sleep consultants is oversaturated. So I tagged her in this video. I went back and watched it myself. I thought, yeah, this is actually really fabulous content.

So here I am today, sharing that Facebook Live that I recorded over two years ago. The live was originally recorded in July of 2021. We’re now in August of 2023, so the stats are old. It was me two years ago. But I think the message is still really relevant today. I hope you enjoy. If you are having these thoughts yourself, I hope that this training resonates with you. I hope that it helps you to overcome any fears or objections that you may have about getting into this line of work. And as always, I would love to hear your thoughts. Feel free to email me jayne@thecpsm.com or you can slide into my DMs on Facebook anytime.

Jayne Havens: Hello, everybody. Happy who knows what day it is. I don’t even know. I think it’s Thursday. Hope you all are having an awesome day. Coming live a little sweaty. I don’t know if any of you guys used to watch tennis in the ’90s. This is my Mary Joe Fernandez look that I have going on here. I spent all morning outside on a super long walk listening to a podcast and then on another walk talking to a client. So I’ve been outside all afternoon. I haven’t had a chance to shower. Somebody asked me a question in my DMs yesterday. We connected. She’s interested in taking the Center for Pediatric Sleep Management, Sleep Consultant Certification Course.

One of the questions that she asked me is if I thought the market for sleep consultants was saturated. I love this question. It’s one of my favorite questions. I love to address this objection. It’s a pretty common one. So I thought I would come live and talk to you about it here.

My personal opinion on this question is that when somebody asks me if the market is saturated, what they are really saying is that they are doubting themselves. They are questioning whether or not they are going to be able to make it in this business. That’s it. It’s a limiting belief. It’s just somebody feeling nervous and anxious about starting something new, which is totally understandable and totally normal and to be expected. So don’t write yourself off if you feel this way. We all have some little bit, even me, we all have impostor syndrome. We all have nerves about starting something new. But when you ask a question, like, is the market saturated, you’re just wondering whether or not you have a chance. That’s what you’re really asking.

My answer to that question is yes, you really have a chance. Because every single industry that you can possibly think of, there are hundreds of thousands, if not millions of people, that do it. I know there’s a joke about there being too many lawyers in the world. So we won’t use that as an example. But lawyers, physical therapists, hairstylists, personal trainers — are the markets saturated? No. Are there people that are more successful than others? Absolutely.

I only started in this business a small handful of years ago. Was the market already saturated? Who knows? I made it work. I made it happen. I am successful in this business. If I were just starting this business tomorrow, like if I hadn’t started yet and I just decided I’m going to become a sleep consultant, I would be successful because I work really hard. I’m committed to my own success. It doesn’t matter how many people are in the industry. I’m here to generate my own success, and that’s what’s going to happen.

When I decided to launch Center for Pediatric Sleep Management — it hasn’t even been two years — almost two years ago, a lot of people said to me there are already a lot of options out there. “Why would anybody choose yours? Why would anybody take your course? You’re new. Why would anybody trust you to train them when they could Google and find these really big companies that are already training people and doing a really good job?” My answer to that is that because I am going to do it better. And that’s exactly what I did. I took a sleep consultant certification course. It was okay. I realized that there was room for improvement. It wasn’t the best that it could have possibly been, and I set out to do it better. That’s exactly what you can do if you decide to be a certified sleep consultant.

There are sleep consultants out there. Some of them are great at what they do. Others are not great at what they do. And if you decide to start on this journey, you just have to decide to be better than the competition. What that takes is that takes mindset work; you have to get to a place in your brain where you believe that to be true. You need to educate yourself. You need to have a really, really solid education where you know your stuff so that you can properly support your clients. You need to be attentive and supportive to your clients. I personally think that’s the easy part, right? That’s why we all get into this business. It’s because at the end of the day, we like supporting parents and we like being helpful.

We, sleep consultants — I know I have a lot of postpartum professionals in this group — we get into this line of work because we’re empathetic. We want to support parents. We want to support children. So we already have that in us, and we just need to decide that we are going to be really good at our craft and do whatever it takes to get there to get to the top.

In under three or four years, I have built a multi six-figure business doing what I am passionate about and doing what I love. That started with supporting families one-on-one through the sleep training process. That evolved into training women to become sleep consultants. The sky is the limit. Who knows? Maybe I’m just getting started. Maybe this is just the beginning. And if you have that type of mindset, you can be successful in any area of business, regardless of whether or not the market is saturated or not.

My answer to the question, is the market saturated, is sort of two parts. One, who cares if it is? Two, no, it is not. If you think about all of the new parents that are having their babies for the first time every single day in this country and all around the world, most parents still actually don’t even know what a sleep consultant is.

If you think about when you’re a new parent, and you’re just bringing a baby into this world, you get yourself a pediatrician. And if you decide to breastfeed, you connect with a lactation consultant. Almost every parent that tries to nurse their baby gets in touch with a lactation consultant. But most parents that are struggling with sleep in their home don’t even know that sleep consultants exist. To me, that means there’s so much more growth and room for growth in this industry before it even comes close to being saturated.

Nobody would say there are too many lactation consultants in this world. The more lactation consultants, the better. Because every parent deserves support through the process of establishing a healthy feeding relationship with their child. I would argue that the exact same holds true for sleep. That the more sleep consultants that come into this field, the more people that get trained to do this work, all that means is that more parents will accept that this is a normalized service to take advantage of. It’s not a luxury good. Right now, it’s a little bit of a luxury good. We see that parents are more apt to outsource or prioritize their own self-care, or just spend money on things that not all parents are ready right now to spend money on.

Right now, it’s a little bit more of a luxury good. But the more sleep consultants that come onto the scene, the more that this field becomes normalized, the more parents will decide to hire a sleep consultant. So I would argue that every time somebody new enters this field, it just helps to normalize our profession which, right now, is still seen as something that’s up and coming. It’s just starting to be a thing. So no, I do not think that the market is oversaturated. I do think that if that thought is going through your mind, it’s just you a little nervous, a little anxious about the idea of getting into something new and putting yourself out there to start your own business and to grow your own self, both personally and professionally. I recognize that that’s really, really scary.

One thing that I would say sets Center for Pediatric Sleep Management apart from our competitors, and this is the whole reason for why I decided to create my program, is because I find that women that are getting into sleep consulting, they have the desire to support families, to support parents, to help kids. They want to be successful in business, but they don’t really know how. They don’t have the tools needed to really sort of pull out that entrepreneurial spirit that is deep within side them somewhere. It’s there. They just don’t know how to find it. They don’t know how to launch a business. They don’t know how to grow their practice. They certainly do not know how to scale and take their business to the next level.

I place a very, very high priority in my program on both business building and entrepreneurship. My students are trained in sales. They are trained in marketing. They are trained in business growth and strategy. We teach not only how to be a good sleep consultant but how to find clients, how to nurture relationships, how to network and connect so that your reach goes beyond just the people that you’re talking to.

I’d love to give examples, one of my favorite examples. I spend all day networking and connecting. I was just telling the ladies that are enrolled in Center for Pediatric Sleep Management — we’re just having a Zoom yesterday — all about how to find clients. What I was really trying to drive home is that in order to be successful in business, it can’t just be you talking about your business. It needs to be other people talking about your business, in addition to you talking about your business.

What does that mean? That means you need to get out there, and you need to connect with other professionals. It means you need to get your network excited about what you’re doing so that they tell their friends about it. The more people that think and know that you’re doing an awesome job in your business, that means more people are sharing your business with their connections and their extended network. That’s really how your business grows.

For somebody that is sitting on the other side of the screen, you’re watching me and you’re probably saying, “Oh my gosh. This is so scary. I have no idea how to do that,” that’s exactly what we teach in Center for Pediatric Sleep Management. That is exactly what we teach. That’s the missing link. That is not taught in other programs online. It’s just really not. I took one of those courses. I learned how to be a good sleep consultant, but I didn’t learn how to be a good business person.

Luckily, I come from a family of entrepreneurs. I have a professional former background in sales, so I know how to do this stuff. It’s my favorite part. I’m sure you can tell. I light up when I talk about business building and entrepreneurship. I spend all day immersing myself in new tools and new ideas that help me to grow my own business, and to better myself both personally and professionally.

I was listening to a podcast this morning by somebody. I can’t even remember her name right now, but she’s like a business strategist type person. She was talking all about sales calls and how to close a sales call. And look, I love getting on the phone with people. I personally think that the way that you close a sales call is if you get along, if you resonate with one another, and if that person on the other end of the phone can see value in what you’re offering.

At the end of the day, I know that I’m offering value. I know that I’m teaching more than just how to be a sleep consultant. I’m teaching how to be a business person, how to be an entrepreneur, how to be an expert in sales marketing, and business strategy. That’s my value. I don’t have to beg. Because what I offer is what I think largely people truly need. Because when you’re deciding that you want to be a sleep consultant, you’re just out there wanting to help people. You’re wanting to support parents and maybe make a couple of bucks along the way.

What I love to show my students is that whatever dream that you have, whatever goals that you’re setting for yourself, I personally think that that’s just scratching the surface. When you do scratch the surface and you realize that, yeah, you’re doing it, and you’re making strides, and you’re finding clients, and you’re building your business, how can we take it to the next level? What else can we do to grow and scale even beyond what our original goals were?

Anyway, that was a long drawn-out. Is the market saturated? No, no, no. Anyway, if you were wondering if the market is saturated, if this question was crossing your mind, I hope this helps to ease your mind about that question. And, as always, hop into my DMs. Ask me questions. Hop onto my calendar if you would like to chat about becoming a sleep consultant and enrolling in Center for Pediatric Sleep management. I would love to chat with you if you’re up for it. Have an awesome day, everybody!

Outro: Thank you so much for listening to this episode of the Becoming a Sleep Consultant Podcast. If you enjoyed today’s episode, it would mean so much to me if you would rate, review, and subscribe. When you rate, review, and subscribe, this helps the podcast reach a greater audience. I am so grateful for your support.

If you would like to learn more about how you can become a certified sleep consultant, head over to my Facebook Group, Becoming a Sleep Consultant or to my website thecpsm.com. Thanks so much, and I hope you will tune in for the next episode.