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SolveYourProblem
eBusiness Series:
How To Start Your Own
Coaching or Consulting Business
( 18 pages )
Marketing
Your Consulting Business
- 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. Like we have mentioned
before, 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 1000s 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.
 
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