Advertising

Although it can be costly in some forms, advertising is perhaps the most common form of marketing and self-promotion. Television ads and full-page spreads in mainstream publications will most likely be out of your reach (unless Donald Trump is funding your consultancy), but there are plenty of other more affordable options out there. Remember, it is all about getting more “bang for your buck”, so it will be in your best interest to maximize on your advertising dollar. Advertising in local magazines or the local newspaper can be cost effective when addressing certain demographics. Purchasing a short prime time spot on the radio is another method, but costs several orders of magnitude more than print to get across its message. When done properly, radio can be an awesome advertising vehicle (just ask Howard Stern).

Perhaps the most significant “bang for your buck” outlet for your advertising dollar is the web. Web sites are very affordable (even free if you know what you are doing). A web site is an excellent method of advertising because you can attract many entities on a global scale (a little search engine optimization can garner 1,000's of page views a day) and you can reach the widest audience possible (potentially, anyone with an internet connection). Be sure to print up a healthy portion of business card and in addition to land-line telephone, mobile phone and fax numbers make sure the URL (uniform resource locator) for your web site is displayed prominently on the front of the card.

Cold Calling

This is usually everyone’s least favorite method of marketing. “Cold calling” refers to the practice of calling a company or individual “out of the blue” with the intent to sell them on your services or business. Cold calling is so popular because all you need is a phone book and a telephone. If you are a computer consultant, all you need to do is pick up the phone and call every tech-related company within driving distance and in an attempt to sell them you spiel. It is recommended that you establish a format or basic outline to use for every call. If you find that you have success using a particular method, it’s a good idea to make a note of your success so you can apply similar techniques at a later time. The key to cold calling is to be as articulate and as observant as possible. You will need to be able to express your level of skill and talents while simultaneously convincing the person on the other end why they need someone like you.

The goal of a cold call is not to get a job, but rather simply to get your foot in the door. A cold call, which leaves you with any more information than you started with, is a successful cold call. Leaving a cold call with an actual job offer is nearly unheard of. What you are actually aiming for is the opportunity to meet in person with the individual responsible for hiring consultants for the company, but there are a variety of successful outcomes for the cold calling scenario, such as getting more information that you otherwise would not have had (phone numbers or other information regarding potential clients, etc.), or learning more about the organization you are trying to woo into a transaction with you. The more you learn about the particular subject of a cold call, the closer you can get to…

Warm Calling

Warm calling is similar to cold calling, but instead of contact completely new entities, you are either re-calling past cold calls that have given you more information regarding their business details, which will afford you an easier time turning a phone conversation into a workable potential client meeting OR you are calling entities for the first time since another third party has given you information regarding the called. So-called “warm” calls are much more desirable that “cold” calls, as the warm variety does not have the same uncomfortable “breaking the ice” factor that you have when doing the coldest of cold calls. Furthermore, if you have more information regarding the business structure of the called party, you have a much better chance of directing your call to individuals in a position to give you business.

Volunteer

In the beginning of your consultant career (and, indeed, potentially throughout your career), you may find it necessary and/or useful to give away your talents for free. This can be frustrating, but there are MANY benefits to this approach. For starters, EVERYONE likes to get something for free, and the recipient of your good will is much more likely to pass on a positive reference or otherwise provide free word of mouth advertising. In addition, if you are an advertising or marketing consultant (or, indeed one of many different types), you may use volunteer work as a “portfolio piece” which is another way to draw in more customers. Perhaps most importantly, by working in any capacity, even a free one; you will be exposed to a myriad of potential clientele within the industry of your choice. All things considered, volunteer work — when executed properly — can be a win-win situation.