Marketing Your Consulting Business. by Robert H. Badgley, Ph.D. Outline. How the Consultant Works Getting Contracts 3. Types of Marketing 4. Examples of Marketing. 1. How The Consultant Works.
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Robert H. Badgley, Ph.D.
3. Types of Marketing
4. Examples of Marketing
Brings his / her own knowledge and a substantial set of files to meet the client’s requirements
Is his / her own boss
Has no routine work hours at the client’s firm
Is not one of the group, and is not a contractor
Often works on relatively short projectsA Consultant ---
The Consultant is in demand because of in-depth knowledge of a topic in which a Client needs help
People skills and organizational boundaries are not usually important to solving the Client’s problem
Single projects are common, and might result in a long-term support effort
Results are often difficult to predict in advanceThe Consultant as a Subject Matter Expert
The Consultant is in demand because of knowledge of how organizations function
People skills and organizational boundaries are usually important to solving the Client’s problem
Client process problems usually require a continuing effort and are often cyclical in natureThe Consultant as a Process Expert
A clear belief in his / her unique ability to solve Clients’ problems better than anyone else
An exceptional interest in becoming and remaining an acknowledged expert in his / her chosen field
Strong self confidence that no matter what type of Client problem is encountered, it can be solvedThe Successful Consultant Has ---
Communicates well over a range of organizational levels
Understands and practices self-promotion continuously to keep the contracts coming
Deals well with change and rejection, and is pragmaticThe Successful Consultant Also ---
You can never stop marketing. There must be almost continuous marketing throughout your career as a consultant, regardless of workload.
After your first contract is received, your marketing effort can decline to those hours not spent on your first project.
Regardless of project workload, you must always do marketing – never less than 5-10% of your hours, or about 2 - 4 hours per week.Time Commitment for Marketing
First, ask yourself three key questions:
Your Present Assets
Some groups may serve only a limited geographic area, such as YourEncore, a mid-West group.
Expert Witness groups support the legal profession in law cases:
Round Table GroupSpecialty Focus Group Marketing
Contact Thread (Network) Marketing
Met contact person named “Greg” after he had been unable to solve a “Fans” vibration problem for his commercial building client. The client subsequently contracted me, and I asked Greg to re-join the “Fans” project as my assistant.
The “Fans” project was eventually solved.
Greg later asked me to assist him on a “Large Fans” project at the Smithsonian Air & Space Museum.
The “Large Fans” problem was eventually solved.
Greg asked me to assist him on a natural gas
line valve vibration problem for Washington Gas.
The valve problem was subsequently solved.
Greg later asked me to assist him on a steel rolling mill vibration problem.
A solution was subsequently found.
Washington Gas later asked me to assist in
resolving vibration problems on two different kinds of hexane injection pumps, with Greg making the vibration measurements.
10. A solution to this problem is currently being implemented
Contact Thread (Network) Marketing
Met contact person “Bill” when he was retained to solve a machinery failure problem at my firm
Was later contacted by Bill, after I left my firm to work as a consultant, to assist in a factory explosion investigation. Effort lasted 2 years.
Was later contacted by Bill to work in a refinery investigation. Effort lasted 3 months.