elaine biech building your consulting practice for © 2011 ebb associates inc
TRANSCRIPT
Elaine Biech
Building Your Consulting
Practicefor
Building Your Consulting
Practicefor
© 2011 ebb associates inc
Survey Says. . .
Marketing, Marketing, Marketing!Top five
Finding clients Marketing Writing winning proposals Developing marketing plans Building client relationships
Others: characteristics, expanding, time, finances, strategic and personal planning
© 2011 ebb associates inc
If Elaine Could Answer
Most important thing about proposals?How do I work less and earn more?Should I narrow or broaden my range?How to find “big time clients?”How do I find clients who have money?How to change my career after 35 years?Why am I still doing this?
© 2011 ebb associates inc
Objectives
This session will:Discuss an easy process to prepare
a marketing plan.Provide a sure-fire way to prospect.Generate marketing ideas &
answers.Help you focus on planning for your
future.Answer your questions.
© 2011 ebb associates inc
Consistent with Yesterday*
To Be Successful at Marketing: Know your expertise areas Know where your clients are Send a consistent message Have to make time to market Deliver content, not ads Remember, it’s about them Keep your pipeline full; keep leads flowing Study your competition
*Thanks Paul & Marcy
© 2011 ebb associates inc
What have you gottenyourself into?
© 2011 ebb associates inc
Why Do YOU Want To Be A Foodservice
Consultant?
? ??
?
??
?
?
© 2011 ebb associates inc
Why?
Get rich consulting?Avoid politics and paperwork?Be seen as an expert in your area?Have more free time?Be in a respected profession?Easily break into the field?Easy business to start?
© 2011 ebb associates inc
The most important reason
to become a consultant is because
you want to.© 2011 ebb associates inc
Entrepreneur Attitude
Do you have what it takes?
© 2011 ebb associates inc
What Value Does aConsultant Add?
© 2011 ebb associates inc
Dollars and Sense
How much will clients pay?
Plan with the end in mind.
The 3x rule. Where to start;
when to increase. Bidding proposals. Add a guarantee.
© 2011 ebb associates inc
How Much Will Clients Pay?
? ?
?
???
?
?
© 2011 ebb associates inc
Pricing Ethics
Determine a consistent pricing structure
No bargains Find an equal trade off
© 2011 ebb associates inc
Your reputation will be built by thousands of
actions, but may be lost by only one.
© 2011 ebb associates inc
$ Tips to Stay in Business Look like a million from day one. Acquiring a new client takes 10x the
effort. You can be profitable and still go out
of business. Go for the big fish. “So what’s this going to cost?” Practice, partnership, or a company? Be compulsive about billing your
clients. The time to market is all the time. The most important time to market is
when you’re too busy.© 2011 ebb associates inc
Do Everything You Can to Grow Your Business!
© 2011 ebb associates inc
The best way to predict the future is to invent it. Alan Kay
The best way to predict the future is to invent it. Alan Kay
© 2011 ebb associates inc
Predict Your Success?
Guarantee Business SuccessHigh quality product/service
customers want or needEfficient business processes in
placeEnsure customers know about
youCreate a solid business/marketing plan
Implement the plan© 2011 ebb associates inc
ABCs of MarketingA
Assess
The Situation
BBuild a Potential
Client Base
CContact
Potential Clients
© 2011 ebb associates inc
Why a Plan?
FocusPace yourselfAchieve your goalsMeasure progressFinancial tool
© 2011 ebb associates inc
Why a Plan?
FocusPace yourselfAchieve your goalsMeasure progressFinancial tool
© 2011 ebb associates inc
Minimums You Should Consider
Commitment
Consistency
Creativity
Three Cs of Marketing
Three Cs of Marketing
© 2011 ebb associates inc
Marketing is a combination
of intuition and logic.
© 2011 ebb associates inc
MM U U
MMUU
The MUMU Measure
MemorableUniqueMailableUseful
MemorableUniqueMailableUseful
© 2011 ebb associates inc
Sending a Keeper
Why and when?Who?How much?What? From where?What message?How?
© 2011 ebb associates inc
Marketing: It’s in the Bag
Let’s “bag” your concernComplete the statement:
I need an idea for how to __________
© 2011 ebb associates inc
Prospecting
Take the Chill Out of Cold Calls
1 Identify 20 Candidates2 Complete Company Profiles3 Gather Information About Each4 Compose Letters 5 Mail Letters and Follow Up as Promised
© 2011 ebb associates inc
The larger the client, the larger the
discretionary funds available.
© 2011 ebb associates inc
Uniqueness
How Can You Stand Apart?
Know Your Customer Needs
+Add Your Special Touch
= An Edge on the
Competition
An Edge on the
Competition
© 2011 ebb associates inc
Your First Meeting
Constantly Improve:Evaluate your contracting
meetingsIdentify what you can do better
next time
© 2011 ebb associates inc
Your personality, not your expertise, will
land many contracts.
© 2011 ebb associates inc
A sale is not something you close; it closes itself
while you are busy serving your customer.
© 2011 ebb associates inc
The 4 R’s
Relationships
Referrals
Reaping New Business
Repeat Business
© 2011 ebb associates inc
Clients will ask you to discuss your skills. . .
© 2011 ebb associates inc
However. . . they evaluate your character.
© 2011 ebb associates inc
Marketing on a ShoeString Budget
© 2011 ebb associates inc
Tightwad Marketing
What have you done?
© 2011 ebb associates inc
Creativity Flourishes
•Someone you have not worked with
•Select one item
•Identify 3 ways your creativity could flourish . . .
•Someone you have not worked with
•Select one item
•Identify 3 ways your creativity could flourish . . .
© 2011 ebb associates inc
Marketing ebbvice
Wallow in Your Junk MailGo for the Big Fish; You’ll Spend
the Same Time Baiting the HookMail a Lumpy EnvelopePersonalize Your MarketingThe Time to Market is all the TimeKeep yourself in Front of Your
Clients
© 2011 ebb associates inc
In the End. . .
. . . There’s only one time to market:
all the time
© 2011 ebb associates inc
You’re Always Marketing
As a Consultant you are always “on” and marketing:
When you deliver service on time and under budget
If you are honest, ethical, and easy to work with
If you have given more than you promised
Marketing and selling your services NEVER stops—you are selling YOU!
© 2011 ebb associates inc
Fast Fourteen to Do Today
1414 1414
14141414 1414
© 2011 ebb associates inc
ebb’s 13 Truths
1. You need clients more2. Listening is
imperative3. Do your homework4. Believe in what you do5. More specialized. . . 6. The time to market is
all the time7. Most important time
to market is when you are too busy to do so
© 2011 ebb associates inc
ebb’s 13 Truths
8. A billable day is a billable day
9. If you’re in it only for the money
10.Satisfying your client is most important
11.Your personality, not your expertise will prevail
12.Dress for success
© 2011 ebb associates inc
ebb’s 13 Truths
Most Importan
t
Most Importan
t
© 2011 ebb associates inc
Quality
First, Last, and Everything In
Between
© 2011 ebb associates inc
And now
it is time for you
to just . . .
© 2011 ebb associates inc
Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it! Do it!
Do it!Do it!
© 2011 ebb associates inc
Elaine Biech
Marketing Your Consultant
Practicefor
Marketing Your Consultant
Practicefor
© 2011 ebb associates inc