Directories should be a part of every consultant’s marketing strategies. The secret is to be listed in the right directories – those used by potential clients. So give some thought to where you might look to find someone like yourself. Most directories provide search capabilities (expertise, location…), so consider your search categories. If you don’t […]
Recently ran across this web site and newsletter, and wanted to share it here. In addition to being a useful resource, it is also a delightful success story. In 2000, Michael Katz launched Blue Penguin Development, a one man firm that teaches professional service providers how to position themselves as “likeable experts.” Much of his […]
Not my favorite approach, but when times are desperate… I’m with luminaries like Alan Weiss, Howard Shenson, and Perry Marshal on this method. Much better to have potential clients call you, rather than the other way around. As Shenson once said, your marketing goal should be have clients clamoring for you. Think about it. As […]
The tough part is making it a success. Recently ran across a blog post on business startups. The author suggested consulting, since it was so easy that anybody could do it. Of course, the author had never started and run a full time consulting practice himself. Go figure. So, time for a short rant… But […]
If you like teaching (Lead Generator #11), you may consider developing and presenting your own materials. Due to the considerable start up efforts, however, I don’t recommend this for brand new consultants. Other marketing methods usually provide faster results with less work and money. This is an excellent method to consider, however, after you become […]
To share, or not to share – that is the question. (With my apologies to William Shakespeare.) Two schools of thought. One says YES, the other NO. (You say tom-A-to, I say tom-AH-to.) Who is right? Well, it depends — on you and your overall objectives. NO to free advice. As Abraham Lincoln said, “A […]
Teaching can be a great lead generator. It is how I got started in consulting over thirty years ago, and it continues to a nice source of business and income today. Here are five good reasons to consider teaching. 1 – You can begin right away. You don’t need to do extensive marketing or build […]
When you finally make client contact (marketing becomes sales), you often need simple stuff you can hand out or mail – business cards, brochures, folders, letterhead, envelopes, labels, etc. Since these create first impressions of your business, they should be an integral part of your sales and marketing process. These items are often referred to […]
Need some immediate exposure? Is your market primarily local? Do you serve a niche market that is tightly focused? Big trade shows – local or otherwise – too expensive? All good reasons to start your OWN local mini-trade show. We did this in 1986, just prior to launching our engineering consulting business. Like most startups, […]
Done properly, trade shows are a great way to generate leads. Done poorly, they can be a tremendous waste of time and money. Trade shows represent a unique opportunity for both networking (one-on-one) and/or gaining exposure (one-to-many). And unlike most other methods, trade shows can be very personal. Where else can you spend a few […]
If referrals are golden, then multiple referrals are platinum! As you become established, cultivating referrals should be a high priority. Here is a personal example, just published in Million Dollar Referrals, the latest book by Alan Weiss. When asked for examples of “greatest referrals” earlier this year, I responded with the following story. It is […]
Speaking can be a good lead generator, as long as you are in front of the right audience. The secret is to identify your ideal clients, so you don’t waste your time in front of the wrong groups. Focus on your target niches — specialty, geography, industry, and type of business (B2B, B2C, B2G) Speaking […]
Like it or not, age often matters in marketing a consulting practice. Age also matters in customer perceptions, as evidenced by the following examples. Real Life Story # 1 – Floyd, a fellow engineer, was going to law school at night. At the time, he was in his mid 40s, and I was in my […]
Will writing a book help your consulting practice? In my experience, yes! But it is a lot of work, and not something I recommend to those just starting out. Unless you have materials already (such as class notes or a bunch of research), better to start small and consider a full blown book when better […]
Learned this lesson the hard way, at a cost of several thousand dollars. You’re getting it here for free. This story goes back to 1981 and my early days as a part-time consultant. IBM had just introduced the PC. Our major client, a vocational school, asked for an evening class that focused on how to […]
When dealing with prospects or clients, age is a very important parameter. One size (or approach) does not fit all. According to many authors, there are four major age groups that coexist today, each with their own distinct culture and ways of doing things. All were influenced by the conditions when they were growing up. This […]
Do you need a website, particularly if you are just starting out in consulting? YES! Just like you need business cards, letterhead, envelopes, and some sort of brochure. Not only does a web site (and other simple collateral) provide information, but it shows that you are serious about being in business. Think of your web […]
Professional organizations offer a ready made network of friendly potential clients. The secret is to be an active participant, not just a passive member. As an added bonus, these organizations can help dispel the loneliness that often accompanies consulting, particularly for solos. Most technical professions (medicine, law, accounting, engineering) have well established organizations. They may […]
Newsletters are effective lead generators when you already have a list of past business contacts. What? You don’t have a list? Well, I guess we need to talk about that real soon. Until then, read on. Newsletters are a great way to stay in touch, and to remind people you are in business. They are […]
A blog can be an effective way to generate leads, particularly if you enjoy writing and are willing to do so on a regular basis. A well written blog also enhances your credibility and visibility. But the best reasons for starting is business blog are that you can do so immediately — and even at no cost! […]
