| In today's constantly changing job market | | | | field in which you consult. Interviews, |
| more and more well educated people with a | | | | articles written by you or quoting you, or |
| wealth of experience are being laid off. Many | | | | public speaking can make prospects familiar |
| of them try to find other jobs but with | | | | with your name and the services you |
| little or no success. Because of this many | | | | provide.But don't spend too much time on PR. |
| people are deciding to parlay their | | | | Remember, you're in the consulting business |
| experience and know-how into a small | | | | and should be spending your time on marketing |
| consulting practice.It sounds, easy, fun and | | | | and delivering services to clients. For the |
| exciting. You would be your own boss, making | | | | most effective PR, use specialized firms if |
| all the decisions. You would go wherever you | | | | you can afford it. They're in contact with |
| wanted, whenever you choose. You would pick | | | | media for all their clients and can identify |
| your clients and get paid handsomely for your | | | | the best opportunities for you.Consultants |
| expertise and interpersonal skills.But being | | | | often get so involved in marketing to |
| an independent business consultant is more | | | | potential clients that they forget to market |
| than just being a well-paid business advisor. | | | | to their peers. If you have an expertise in a |
| You must also be an entrepreneur. You have to | | | | specialty needed by another consultant's |
| know how to manage a business, keeping | | | | existing client, for example, the other |
| control over the detailed administrative | | | | consultant will gladly refer a client to you, |
| support systems that run your office, such as | | | | if you have a reputation for quality |
| accounting and personnel. You also have to | | | | performance. That quality performance will |
| know how to market your experience and write | | | | make the referring consultant look good to |
| winning project proposals, because if you | | | | his or her client.To market to your peers, |
| don't sell, you don't survive.A consultant is | | | | first keep them informed about what you are |
| also a project leader. You have to know how | | | | doing now. Let them know your current |
| to plan, lead, and implement complex | | | | assignments and interests. Second, meet with |
| projects, and often several at the same time. | | | | your peers at professional meetings to |
| You have to manage fee structures, deadline | | | | establish close, personal relationships. |
| pressures, and client expectations. You have | | | | Third, impress your peers with your |
| to know how to respond to conflicts or | | | | competence rather than your salesmanship. |
| hostility within client organizations.Do you | | | | Then, perhaps, they'll do some marketing for |
| think you have what it takes? Are you still | | | | you.Once you've identified prospects and |
| tempted by the idea of either leaving your | | | | scheduled first meetings with them either in |
| current job or if you're unemployed stopping | | | | person or by phone, you are now ready to |
| your career search and setting up your own | | | | begin selling. The first thing you must do is |
| consulting business? If you are then keep | | | | to qualify the prospect. This means you have |
| reading.If you've decided to start your own | | | | to determine whether you can help them, and |
| consulting business the first thing you must | | | | whether they will allow you to.In the |
| do is to decide if you want to be a | | | | consulting business it's difficult to qualify |
| generalist or a specialist. For example if | | | | prospects without meeting them personally. |
| your background has a specific industry | | | | You can establish some prequalification |
| focus, then you should become a specialist. | | | | criteria. For example, you can decide not to |
| If, on the other hand, you have skills that | | | | sell to companies with less than $500,000 in |
| cover various industries and functions, then | | | | sales, since it isn't likely that they can |
| you are probably a generalist. As a | | | | afford you in the first place.But to know |
| generalist, you bring the perspective of | | | | more specifically whether you can help |
| different functions acquired through your | | | | prospects, you need to know exactly what they |
| previous job experience.It is usually easier | | | | need. Therefore, to qualify a prospect it is |
| to market a specialty rather than general | | | | best to meet them personally or at least talk |
| services because you can be precise about | | | | to them by phone. You cannot qualify a |
| what you will offer the client. The problem | | | | prospect by exchanging e-mails.To help you |
| with specializing in a specific market is | | | | better evaluate and identify the needs of the |
| that new consulting jobs in that market can | | | | prospect you need to get some important |
| decrease or dry up completely in a hurry. But | | | | information. You need to know what their |
| you may also find that, over time and with | | | | business is and what their role in the |
| more experience, you will be ready to offer | | | | business is. You need to know exactly what |
| your services outside the industry you first | | | | the problem is and you need to make it clear |
| specialized in, or that you have expanded the | | | | to them what your background is and how you |
| services you offer to clients.Once, you've | | | | can solve their problem.The purpose of the |
| set up the basic financial, personnel, and | | | | initial meeting or conversation with a |
| legal resources you need to run your business | | | | prospect is for both of you to get to know |
| it is time to start marketing your consulting | | | | each other. But keep in mind that you are |
| experience. Selling involves meeting and | | | | qualifying the prospect, finding out what he |
| talking to prospects to discuss their | | | | or she needs and whether you can help. On the |
| problems and your qualifications, and then | | | | flip side, the prospect is qualifying you to |
| proposing your solutions to their | | | | determine whether you have the experience and |
| problems.Before you can begin preparing | | | | resources to help him or her with |
| marketing materials to contact prospects, you | | | | problems.Before you can submit a proposal to |
| have to decide which industry you want to | | | | the potential client, you have to introduce |
| serve, what type of services you want to | | | | and sell yourself. If you don't pass this |
| provide, and who the decision makers are you | | | | first step, you will never get the |
| should be trying to reach. You also need to | | | | opportunity to even present a proposal.You |
| find out who will be competing for the same | | | | might feel that your experience and expertise |
| market and what their strengths and | | | | are so valuable that you shouldn't have to |
| weaknesses are and most importantly, if a | | | | resort to selling. But this attitude won't |
| marketplace exists for your services.Once you | | | | get you any clients. When you sell yourself, |
| have decided what you will market and to | | | | the process must reflect your strategy. For |
| whom, you can begin to choose your marketing | | | | example, if you are going to position |
| techniques. Here are some for you to | | | | yourself as a top-of-the-line consultant you |
| consider:* Newsletters or articles. An | | | | must offer more than the basic services tied |
| informative newsletter or articles published | | | | to the assignment.When you are selling your |
| in industry periodicals, will make your name | | | | consulting services to a prospect, it is |
| known and enhance your credibility with | | | | essential that you emphasize to the prospect |
| prospects. This is an excellent marketing | | | | how he or she will benefit from hiring your |
| tool to use on the Internet. You should have | | | | services. For example, you will show them how |
| a sign up place on your Web site for | | | | to save money or enhance their growth.Being |
| prospects to sign up for your free | | | | an independent consultant can provide you |
| newsletter. And there are some very good Web | | | | with the freedom, excitement, fulfillment, |
| sites for publishing articles you write that | | | | and money that you dream about, but only if |
| can help you get the exposure you need.* | | | | you set up, and market your business the |
| Seminars. Sponsoring or cosponsoring a | | | | right way. In part two we will cover how to |
| seminar also enhances your identity and your | | | | write proposals, protect yourself, and |
| reputation. If you can afford it, pay for the | | | | solidify you client |
| attendance of a targeted group of executives. | | | | relationships.Copyright© 2005 by Joe Love |
| It's an expensive but very successful way of | | | | and JLM & Associates, Inc. All rights |
| obtaining clients from the prospective pool.* | | | | reserved worldwide.Joe Love draws on his 25 |
| Referrals. There's nothing like a referral to | | | | years of experience helping both individuals |
| open a prospect's door. People do not refer | | | | and companies build their businesses, |
| those they do not respect and esteem to those | | | | increase profits, and achieve total success. |
| they know. Referrals are therefore a | | | | He is the founder and CEO of JLM & |
| convincing testimonial to your qualities as a | | | | Associates, a consulting and training |
| consultant.In addition, with a referral you | | | | organization, specializing in personal and |
| know that the prospect is interested in | | | | business development. Through his seminars |
| buying, so you've already got a head start on | | | | and lectures, Joe Love addresses thousands of |
| the selling process. A referral from a peer | | | | men and women each year, including the |
| to a potential client is valuable. A referral | | | | executives and staffs of many of America's |
| from a prior client to a potential client is | | | | largest corporations, on the subjects of |
| even more valuable.* Public Relations. Public | | | | leadership, self-esteem, goals, achievement, |
| relations is getting yourself known in the | | | | and success psychology. |