Marketing for Consultants Survey Results 2014

The results are in…

We asked over 15,000 consultants how they market their consulting services as we do each year.

We’ve compiled the results and created an infographic that shows you what type of marketing consultants are finding most effective and what is the most ineffective.

See the full infographic with survey results below: Continue Reading

Sorry It’s Marketing, Not Consulting

Marketing-Not-Consulting

We’re all in the marketing business.

Consulting or coaching is what we get to do once we win the project.

Don’t forget that.

Just the other day I was speaking with a consultant in my Coaching Program. This consultant was previously a Vice President for a large international company.

If you want to have clients lined up to work with you, to grow your income and make your business a long-term success, start focusing on your marketing.

She earned a great income, traveled the world and enjoyed all the benefits that come with it.

Two years ago she decided to leave the corporate world and go out on her own.

As soon as she launched her consulting business she got some great referrals. That kept her busy. It was a great start.

Now those initial referrals that were so easy to get have started to dry up.

She’s not getting enough clients and certainly not with enough consistency.

Not only is she feeling frustrated, she’s also starting to doubt herself.

There’s no reason that she should though. She’s great at what she does. She knows how to provide massive value to her clients.

She just needs more clients. She needs to market and promote her services.

Remember, not only do you need to be great at what you do, you also need to become great at marketing.

There are specific steps you can take right now to get refocused, to position yourself as an authority in your marketplace and to start attracting your ideal consulting clients on a consistent basis.

That’s what my Marketing for Consultants program is all about. Don’t wait for your referrals to dry up. Take action now and make sure you’re marketing your consulting services.

If you want to have clients lined up to work with you, to grow your income and make your business a long-term success, start focusing on your marketing.

Chasing a Lost Dragon

Chasing Lost Dragon

The Chasing Dragon Cafe opened up several months ago. Their story is one you need to learn as a consultant and marketer of your own services.

The cafe is on a very visible street corner. Tens of thousands of cars and likely hundreds of thousands of people see the cafe each day.

It pays to specialize. When you do, you’ll be known and remembered for something, instead of nothing.

When you walk in the decor is simple, calming and pleasant. It’s a breath of fresh air in a landscape surrounded by national and global coffee chains.

The space is large, great for meetings, to read a book or get some work done.

The coffee and tea are above average. The staff are knowledgeable and friendly.

You might think that this new cafe has all the ingredients to be a success.

You’d be right, many of the critical factors of business success are here. But the Chasing Dragon has one major flaw…

It doesn’t know who it is.

The Dragon Cafe wants to be everything to everyone.

It’s called a Cafe, which in this city means a coffee shop. A place you can go to get a great coffee, tea, pastry or sandwich.

The problem is first visible before you even enter the café.

The sign outside the door got my marketing ‘warning bell’ ringing. Continue Reading

3 Steps to Marketing for Consultants

Marketing-Books

I love marketing books and have hundreds on my bookshelf (as you can see in the photo above). And I have hundreds more on my computer’s hard drive.

But most marketing books contain too much information.

If you’re spending all your time dabbling in different marketing tactics without giving these 3 steps the attention and care they deserve you’re leaving money on the table.

The author wants to give you lots of value and publishers require that books usually be a set minimum length.

But marketing books don’t need to be long.

For consultants the marketing process comes down to key 3 things:

1. Figure out your ideal clients’ Core Problem: What is the biggest problem they are having that they are actively looking for a solution to (or will be in the near future).

2. Get your ideal clients’ attention: Find the best place to reach your ideal clients. Educate them and offer them value. There are many ways to do this with free reports, webinars, articles, and workshops, etc.

3. Have a sales conversation: A percentage of the buyers that consume what you’ve offered them will want your help to solve their problem. This is where you get paid.

Of course there is much more to each one of these steps and that’s what I teach the consultants I coach, but you don’t need lengthy books to make your marketing work.

What you need is a clear mind and deep focus on each one of these 3 steps to execute them properly.

If you’re spending all your time dabbling in different marketing tactics without giving these 3 steps the attention and care they deserve you’re leaving money on the table.

Questions to consider:

  • Who is your ideal client?
  • What is the common problem your ideal clients face?
  • Does your solution speak directly to that problem?
  • Do you know how to reach your ideal clients?

If you want help working through this process get in touch here.

5 Steps to Find Your Ideal Clients

Finding Ideal Clients

When I ask my clients or coaching students “who is your ideal consulting client?” very few know how to respond.

I’ll usually here something like “small business owners” or “CEOs”.

So start by figuring out the type of work you want to do. Once you’ve done that you can move on to the next step.

If you’re basing your marketing on a general response like this you’ll be heading for trouble.

The better you can define who your ideal client is, the more effective your marketing will be, the more leads you will get and the more clients you’ll land.

To figure out who your ideal clients are you need to go through the Ideal Client Discovery process.

I teach this process in detail to my private clients and high-level coaching students.

1) Before you can even start to decide who your ideal clients are, it’s important that you define for yourself, what is your ideal project? What type of work do you enjoy most? And which delivers the biggest profit for you?

There’s no point in marketing to ‘ideal clients’ if you don’t enjoy the work you’re doing with them. Continue Reading

Tips for Communicating Effectively With Your Consulting Clients

Communicating With Client

Sometimes your clients know they need to take action but don’t.

Your clients’ intentions are likely good, yet they, like many others in the world of business fall victim to life’s constant busyness.

First, before you kick off the project set the expectations that your client should have of you and that you will have of them.

Consultants often ask me, “Michael, my clients aren’t being responsive. They seem happy with the way things are going, but not much is getting done. And I don’t want to push them too much. What should I do?”

Here’s what I suggest:

First, before you kick off the project set the expectations that your client should have of you and that you will have of them. This will help keep both of you accountable and the project on track.

Next, if you find yourself in the situation where your client isn’t being responsive or taking the action needed to make the consulting project a success, meet them. Do it in person if you can, or on the phone at the least. NOT over email.

Find out what’s going on and why they are not able to take the action originally agreed to when the project started. Continue Reading

2 Marketing Mistakes Mr. B Will Regret

2 Marketing Mistakes

I met with an ad executive who represents one of my clients the other day.

For confidentiality I’ll call him Mr. B.

Mr. B is quite successful in his market. He earns a low six-figure income and has been working for a well known business publication for several years.

Hone in on the type of business and industry that best represents your ideal clients.

As we sat at a local restaurant for our late afternoon meeting enjoying a beer Mr. B asked me if I could send any more business his way.

I told him I’d be happy to but that he’d need to be more specific and tell me what kind of client he was looking for.

“Any kind of company will do” was his response.

Big mistake. I suggested he be more specific or I couldn’t help him.

It’s not because I didn’t want to, as I’ve written about before, to get maximum referrals you need to be specific in your request of what kinds of referrals you want. Continue Reading

The Best Marketing Tactic for Consultants

Marketing Tactic

Click here to ReTweet: The Best Marketing Tactic for Consultants

The right marketing strategy and approach can literally have your phone ringing off the hook. Your inbox flooded with inquiries from prospective clients hungry to pay you to help them.

Consultants face a constant challenge of bringing in new leads to their business.

And that’s what marketing is all about.

The right marketing strategy and approach can literally have your phone ringing off the hook. Your inbox flooded with inquiries from prospective clients hungry to pay you to help them.

I’ve been in the marketing and consulting business for over 12 years now. And today I’d like to share with you the best marketing tactic for consultants.

I’m sure you’re eager to know what it is. But before I share this, it’s important that I lay the foundation for you first.

You need to understand these key points… Continue Reading

How Consultants Make Money – Marketing Survey

We are doing our annual survey on Marketing for Consultants ( http://goo.gl/6M9Zw ).

There are just 10 simple questions for you to answer. And we will then share the results from the whole community with you.

This is your chance to learn what type of marketing is working best for consultants in 2013. Plus, more…

It only takes 30 seconds to fill in the survey: http://goo.gl/6M9Zw

**It would mean a lot to me if you’d reply to the survey. I know surveys are usually boring, this one really won’t take you long. I promise.**

Share your reply here: http://goo.gl/6M9Zw

Remember, we’ll share the complete results from this survey with you soon.

To your success,

Michael Zipursky
Consulting Success

One-to-One Marketing for Consultants – The Message

The Marketing Message - Consultants

The fourth in a series of five articles on one-to-one marketing. If you missed the previous three, here they are:

  1. 4 steps
  2. The List
  3. The Offer

Once you have your list and offer in place, it’s time to think about your message.

When introducing yourself to prospective clients, you want to open by describing the problem your audience is likely having – the problem that you’ll be able to solve if they hire you.

This is the most visible part of marketing your consulting business, but it’s not about promotion and hype. It’s about communication.

Understand your objective

Because your objective is to generate leads, you don’t need or want to tell your whole story. Not yet anyway.

You just want to tell them enough to get them to request your offer.

You do want to provide some introductory information about yourself so there is some context for your offer, but this should be minimal. Save your full story for another time.

Focus on your prospects’ problem

As a consultant, you solve problems. When introducing yourself to prospective clients, you want to open by describing the problem your audience is likely having – the problem that you’ll be able to solve if they hire you. Continue Reading