However, in order to get your hands on some, or a lot, of that money, you need to have clients first. Michael W. McLaughlin, co-author of Guerilla Marketing for Consultants, recently shared his strategies for acquiring clients as part of an online article. McLaughlin is also the publisher of Management Consulting News.
According to McLaughlin, consulting services bring in revenue between $130 billion and $150 billion each year. Professional consultants earn more than doctors and lawyers. However, the consulting industry is competitive, and just 10 firms own almost 40% of the consulting market share in North America. The key to being a successful consultant and having a profitable consulting career is getting clients. Here are McLaughlin’s strategies for getting clients as a consultant:
Building a Consulting Practice That Will Attract Clients Will Help You Become a Successful Consultant
Before you start networking and asking for references, it’s important to make sure your business has a saleable skill or unique strategy that will draw clients. McLaughlin recommends that consultants “put the marketing and consulting fundamentals in place” so future clients will come to them. He offers these simple steps to creating consulting business fundamentals:
- Know exactly what to say to convince a client you are the best consultant — in one minute or less.
- Develop a marketing strategy that emphasizes action.
- Master the consulting process.
- Focus on value and results, not price.
Clients seek consultants when they are in dire need of help. And when they seek out help, they want it immediately. Results are expected in a short period of time. So, first, market a specific area. Then, deliver results in a matter of weeks. McLaughlin suggests asking yourself these questions:
- What, exactly, are you offering as a consultant?
- Why are your specialty and consulting skills needed?
- How will the client benefit from hiring you as a consultant?
Have a Marketing Plan That Spells Out Your Expertise as a Consultant to Expand Your Consulting Business
McLaughlin suggests that consultants who are looking for clients spell out their marketing plan on a single sheet of paper in seven sentences that address the following guidelines:
- Describe the purpose of your strategy.
- Describe the benefits to your clients.
- Describe the target market(s).
- Describe your niche.
- Outline your marketing strategies.
- Describe your business.
- Outline your marketing budget.
Conclusion
The consulting profession can be a lucrative one. However, you will not be successful if you have no clients. The strategies outlined above will help you get more clients, increase your business, and have a successful consulting career.
