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