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by
Debra S. Valle
I had the opportunity to hear Allan Weiss, author of Million Dollar
Consulting speak recently at the Los Angeles chapter of the International
Management Consultants (IMC). His books have always inspired me and my
practice.
He was asked to share his thoughts on how to market yourself as a new
consultant. His ideas and suggestions were so simple, obvious, and often
overlooked that I decided to share them with you as both a reminder and as a
"process" you could easily install or re-install.
Allan is a no-nonsense kind of guy. He makes no bones about what he thinks
makes a service professional successful. You simply have to have the will to do
it—the will to self promote!
Based on my personal coaching and consulting work with a variety of solo-preneurs
over the years, I tend to agree with him. Often times people come to me with
the innate skills and ability, a brilliant business plan, a vision of what they
want, and a clear picture of "who" they will serve. Most succeed, but for a
certain few, their dream businesses inexplicably seem to lose steam and die on
the vine.
Below are four of Allan's tips designed to help jumpstart people new to the
art of self-promotion (and for those of us who may have forgotten some of the
basics along the way!).
1—Be able to answer these questions before any meeting
- Why me?
- Why now?
- Why in this manner?
2—Call everyone you know
Share with them what you're doing and your value proposition.
- Ask if they would have any use of this service.
- Ask if they know of anyone who would have any use of your services.
- Ask them to make a first contact on your behalf.
3—Network with clear purpose
There are many ways to look at networking. You can join associations and lead
groups, or network with or through contacts and raving fans.
- Trade Association/Leads clubs—When you look to join this type of
networking group think in terms of the quality of its membership vs. the
quantity of members. Join at least two or three groups, one that provides
opportunities for learning and skill advancement, and two that attract your
ideal client.
- Unique Multiplier—These are individuals who are always in the middle of
things. Look inside your community, contacts, and your affiliations for the
person who can put you in front of scores of people.
- Nexus Person—These are people who know the someone(s) that you'd like to be
introduced to and could act as your bridge to that individual, organization or
marketplace.
- Sticky Factor—Look at ways to rub elbows with the right group. By
associating with these individuals you increase your visibility or credibility
(i.e. board membership for a non-profit, sports club, golf club, etc.)
- Affinity/Alliances relationships—Look for where the exchange of value with your
partner exponentially expands your reach, your perceived value, and
profitability.
4—Target 12 companies/organizations
Pick 12 targets within a two-hour drive and create a deliberate campaign to put
yourself in front of the most probable buyer.
- Research the company. Learn what you can about its culture,
challenges and management.
- Tell everyone you know that you are targeting these 12 companies, and ask
for assistance. Seek the "Nexus" connection.
- Discover the most probable buyer.
- Send the most probable buyer a Fed EX package offering something of value. Continue
sending him/her information, such as tips, articles, statistics.
- In that same letter tell him/her you will be calling at 10:00 am next Friday.
- To get past the gatekeeper, simply say when you call in, "I am calling at
10:00 a.m. as promised."
- Establish a relationship, ask about his/her challenges, objectives, metrics,
and value to the organization.
- Present a conceptual agreement, and implement with the recommendation that
you meet with the leader every couple of weeks or once a month and revisit the
proposal based on what you're seeing, learning or observing.
I've often wondered if the ability to self-promote with ease is an inherited
gene or a skill set that can be mastered. Allan says the ability to
self-promote is a skill that can be mastered, but the gene that cannot be
developed is the "will" to succeed. I agree.
Not everyone has the "will," the ability to "focus," and the "desire" to do
what it takes to create opportunities where business can flourish. It's just
that simple. But by following Alan's advice, you can take a great number of
steps down the path to successful self-promotion.
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