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How to Niche to Toddler or Preschooler Sleep Expert as a Sleep Consultant

Have you ever gotten so into something that you just needed to go deeper…and deeper…and deeper?!


As sleep consultants and founders of The Collective for Family Rest and Wellness, we’re constantly learning and evolving. It never stops!


We’re such “sleep nerds” that we even have alerts set on our accounts for when new research in the sleep field is released.


Being sleep-obsessed is one thing, but being sleep-obsessed with a narrower focus of one specific area can be life-giving for your sleep consulting business.


I, Ashley, for example, love working with newborn families. I will also happily work with infants. But toddlers and “big kids”?? No, thank you. I’ve done my diligence and worked with that population, and I’ve learned that I just really don’t like it all that much. I’m to the point in my business where I can be picky with who I work with.


Luckily, I know a lot of sleep consultants who do enjoy working with toddlers and preschoolers, and I even have one on my team that serves that population!


If that sounds like you, keep reading - this post is all about how you can successful niche to serving toddler and preschooler families. (And, for the record, just because I don’t like working with them doesn’t mean I don’t know how to do it…) I’ll go over everything you need to know, like:

  • Making sure you have adequate knowledge of toddler and preschooler development

  • Who should specialize in working with toddlers or preschoolers

  • How you can become an expert in toddler and preschooler sleep

  • How to niche to serving toddler and preschooler families

  • Tips for starting to act as THE toddler expert



toddler sleep expert


Make sure you have adequate knowledge of what sleep looks like in early childhood.


First things first, you NEED to have the foundational knowledge of working with children from ages 2-5 years. There is A LOT of development that happens the first five years of a child’s life, and with our programs, we’re looking at every angle of every child and family in order to ensure that you, as a sleep consultant, are serving them in that way.


There are many nuances from working with family to family, but having a strong foundational knowledge of strategies you can use with these age ranges is a great starting point to helping you narrow down what you might do with each individual family.


If you don’t feel like you have a lot of tools for ages 2-5 years, and you really enjoy working with this age, we’d recommend continuing to educate yourself and getting more tools in your sleep consulting toolbelt!


Become an Expert in Toddler Sleep


The Certified Toddler and Preschool Sleep Consultant course from The Collective for Family Rest and Wellness is a great place to start if you’re looking for more age-specific knowledge and strategies. In addition to our full sleep consultant certification course, The Sleep Consultant Academy, we offer continuing education courses for those who wish to expand their knowledge:


If you’ve been through our program, you already have the age-specific knowledge and credentials, but if you’ve been certified in a different program and don’t feel confident in your knowledge for any of these age levels, you are certainly welcome to join us in The Collective to gain this knowledge and become dual-certified.


Not only will you gain the knowledge you need to feel confident in niching to this age level, but you’ll also get another badge for your website with this add-on certification!


Okay, okay, let’s circle back to the Certified Toddler and Preschool Sleep Consultant course since that’s why you’re here…


In the course we cover all of the following:

  • Foundations of sleep and sleep science, including why we sleep, circadian rhythm, stages of sleep, hormonal and sensory regulation of sleep, sleep environment, hygiene, routines and more. 

  • Sleep modification with toddlers and preschoolers - how to identify sleep issues, choose the right approach to independent sleep for unique situations, and support emotion.

  • Toddler specific trainings from experts on subjects like melatonin usage in children, using reward charts and positive reinforcement, child temperament, and potty training and sleep.

  • Troubleshooting common sleep disrupters like regressions, illnesses, daycare, screen time, separation anxiety and nighttime fears.

  • Common toddler sleep situations like crib to bed transition, weaning the pacifier, and using an Okay to Wake Clock.

  • How to work with clients, components of a sleep plan, your client workflow, parenting styles and how to encourage and support families.


And more!



specialize toddler sleep expert


Who should specialize in toddler sleep or preschooler sleep?


You might be wondering, “Is this really for me??”


Let’s find out!


If you’re the kind of person who loves a challenge and encompasses any of the following, you might be a good fit for niching to this population of little sleepers:


  1. Patience: Toddlers and preschoolers can be unpredictable and may require a lot of patience when dealing with their behavior and emotions. You yourself will need patience, and you’ll also need to coach the parents of the child in this area as well if it’s something they’re struggling with.

  2. Understanding and empathy: Being able to understand and empathize with young children's feelings and perspectives will help in building a positive relationship with them - this goes for you if you’ll be doing in-home consultations for this age OR for their parents during the coaching period.

  3. Creativity: Having a creative and imaginative approach can make activities more engaging and enjoyable for toddlers and preschoolers - the more fun you can make the process, the better they’ll “buy in” to the process and you’ll see easier improvements with sleep.

  4. Flexibility: Being adaptable and flexible is important when working with young children as they may have changing needs and preferences. Toddlers and preschoolers are smart. What worked one day might not work the next. You need to know when it’s time to make changes to continue to move in the right direction with their sleep.

  5. Positive attitude: Maintaining a positive and upbeat attitude can help create a fun and nurturing environment for toddlers and preschoolers to learn and grow. Let’s be honest - toddlers can really wear their parents down. Staying positive for them is key!

  6. Communication skills: Effective communication, both verbal and nonverbal, is essential when working with young children to build trust and establish clear expectations. It’s essential to be clear so children understand.

  7. Energy and enthusiasm: Working with toddlers and preschoolers can be physically and mentally demanding, so having high levels of energy and enthusiasm can help keep up with their pace and activities. Make sure the parents you’re working with understand this is a crucial part of the sleep training process.

  8. Understanding child development: Having knowledge about child development milestones and age-appropriate activities can inform your interactions and support the children's growth and learning.


You may also want to consider adding this certification to your credentials if you’re already the following or are training to become any of the following:


  1. Early Childhood Educators/PreSchool Teachers: These professionals work in preschools, daycares, or early education centers, providing a structured educational environment for young children.

  2. Childcare Providers/Nannies: Childcare providers and nannies offer care and supervision for toddlers and preschoolers in the absence of their parents or guardians.

  3. 3.  Pediatric Nurses/Nurse Practitioners: These healthcare professionals specialize in caring for infants, toddlers, and preschoolers, providing medical attention and monitoring their growth and development.

  4. Pediatricians: Pediatricians are doctors who specialize in the medical care of children, including toddlers and preschool-age children.

  5. Child Psychologists/Child Development Specialists: These professionals study and work with children's development, emotions, and behavior, providing assessments and interventions to support healthy development.

  6. Speech-Language Pathologists: Speech-language pathologists assess and treat speech and language disorders in children, including those in the toddler and preschool age range.

  7. Occupational Therapists: Occupational therapists help toddlers and preschoolers develop the necessary motor, cognitive, and sensory skills to perform everyday activities.

  8. Social Workers/Family Support Workers: Social workers and family support workers provide assistance and support to families with young children, helping to ensure their well-being and accessing needed services.

  9. Play Therapists: Play therapists use play as a means of therapy to help young children express themselves, develop social skills, and manage emotions.


It is important to note that these are just a few examples, and there are many other professions and roles that involve working with toddlers and preschoolers. If this sounds like you, keep reading!


How to Niche to Toddler or Preschooler Sleep


As you’re digging into our course, we’d recommend you solidify your learning by creating content that relates to the toddler and preschool years, and connecting with other professionals who also work with this population (refer to the list above for ideas of who you can begin to connect with in your local area and online!).


In addition to expanding your knowledge in this age-level, starting to create content for toddler and preschool parents, and networking with like-minded professionals, you can also begin to update your sales funnel to focus on toddler and preschooler problems/solutions - make a freebie that solves a toddler and preschool-specific problem so that you’re starting to bring more of these families into your funnel.


Start Acting as the Toddler Expert


Here are a few things you can do to set yourself apart and begin to establish yourself as a toddler and preschool-age expert:


  • Create a targeted website: Develop a professional website that showcases your expertise in toddler and preschooler sleep. Include informative content, testimonials from satisfied clients, and a clear call-to-action to encourage potential clients to reach out for a consultation.

  • Publish informative blog posts: Write blog posts focused on specific sleep challenges faced by toddler and preschooler families. Offer practical advice, tips, and solutions to common sleep issues. This will help establish you as an authority in this niche and attract organic traffic to your website.

  • Social media engagement: Leverage social media platforms such as Facebook, Instagram, or TikTok to connect with your target audience. Share sleep tips, success stories, and educational content through posts, videos, and live Q\&A sessions. Engage with parents by responding to comments and direct messages promptly.

  • Offer free resources: Develop downloadable resources such as sleep guides, checklists, or sample sleep schedules that specifically target toddler and preschooler age groups. Offer them as free resources on your website in exchange for visitors' email addresses. This builds your email list and allows you to nurture leads through targeted email campaigns.

  • Collaborate with parenting influencers: Collaborate with influential parenting bloggers or social media influencers who have a strong following among toddler and preschooler parents. Seek opportunities for guest blogging, podcast interviews, or joint social media campaigns to reach a wider audience and promote your expertise in this niche.

  • Sponsor local parenting events: Explore opportunities to sponsor or participate in local parenting events, workshops, or fairs. Set up a booth, provide informational brochures, and offer short consultations or mini-workshops to engage directly with parents and establish your presence in the community.

  • Network with professionals: Connect with professionals who work directly with toddlers and preschoolers, such as pediatricians, preschool teachers, or child psychologists. Offer to provide educational presentations or workshops to their clients or employees. Building relationships with these professionals can result in valuable referrals.

  • Ask for testimonials and reviews: Request testimonials from satisfied clients and publish them on your website and social media platforms. Encourage clients to leave reviews on platforms like Google My Business, Yelp, or Facebook. Positive reviews and testimonials significantly boost credibility and attract new clients.

  • Create video content: Record informative videos addressing common sleep concerns and sharing tips and strategies for toddler and preschooler sleep. Post these videos on YouTube or TikTok, and share them on social media to increase visibility and engagement.


Remember to tailor your marketing efforts to the preferences and needs of toddler and preschooler parents. Focus on providing valuable content, building trust, and showcasing your expertise to attract and retain clients in this niche.


Here is a quick list of common toddler and/or preschooler problems that you can use in your marketing efforts: 

  • Handling the ever-so-popular case of FOMO

  • Bedtime stalling - asking for one more drink of water, needing to use the bathroom (again), saying, “just one more book, please!”

  • Bedtime becomes the time to ask ALL THE QUESTIONS

  • Refusing naps

  • Not understanding how to use a toddler clock

  • Avoiding the “second wind” with timing bedtime appropriately


Okay, we’ve listed so many ideas for you to successfully niche to toddler and preschool-age sleep, and you might be feeling a bit overwhelmed. But don’t!


Baby steps.


Start now my enrolling in the Certified Toddler and Preschooler Sleep Consultant course and expanding your knowledge. 


Then, bookmark this post to come back to as you start your new marketing efforts! We’re so excited for you and cannot wait to see you in our student- and graduate-only Facebook group!


You’ve got this!

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