Most consultants neglect their marketing. Generally you like doing the work more than getting the work. But to be successful as a consultant you must build some form of marketing into your regular schedule. Here are a five tips on how to approach the process.
Most consultants neglect their marketing. Generally you like doing the work more than getting the work. But to be successful as a consultant you must build some form of marketing into your regular schedule. Here are a five tips on how to approach the process.
You have to take responsibility for generating new business. If there’s no responsibility, there’s no production. Pick a method and put it on your schedule. (Click here to see five examples of methods firms have used to build big consulting businesses.)
- Marketing is a part-time job and it must be recognized as a real job.
- It takes time to make connections. Budget time to go meetings, call people, write notes, follow-up, and so forth.
- Once you get organized, clerical help can work on your marketing. Others can make phone calls, send direct mail, and so on.
- Your current and past clients are generally the best place to start with your marketing. Don’t neglect existing business to chase after possibilities. Even past, unhappy clients are better than cold leads.
- Try something new every month. Send a postcard to current clients. Call three large prospects a week. Get interviewed in the paper. Offer a seminar. Ask your friends for referrals. Write an article. The possibilities are endless. Not all will work or fit your style, but find the ones that do.
Marketing is the building of relationships between your company and prospects, referral sources, and clients. It shouldn’t be neglected. It shouldn’t be painful. It is as much the source of your profits as the efficient running of your consulting jobs.
Actually, there’s an even more positive way to look at marketing as an ongoing part of your consulting career. It is an acceptable reason to approach anyone (“I’m a consultant on XYZ, do you know anyone who may need that kind of help?”). You’ll have a reason to meet new people and learn about new businesses and issues. In the process you’ll make new friends. And some of them will pay you money! How can you lose? As discussed elsewhere, marketing is really a good excuse to have an enhanced social life. Enjoy it!
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