stop giving your time away for free: how to sell your services as a consultant
TRANSCRIPT
How much time do you spend every day researching products for customers?
Time is money
How often do those customers take those ideas and then shop around for the cheapest price?
Losing money
Why let this happen?
Most lawyers provide similar expertise, but you don’t shop around once you’ve selected representation.
The same should apply to you. Customers shouldn’t be shopping around after they’ve received your time and effort.
Price isn’t the deciding factor
…no, really.
55% of customers will pay extra to guarantee a better service. So don’t give into the price war (Source: Defaqto)
Attracting Customers
How to attract customers who are looking for consultancy services (and are willing to pay for them).
Defining your expertise
Choose the niche that:
ü You have personal experience in
ü You see as a growing industry
ü Has the most opportunity in your area
You’ll have a better chance of success if you concentrate your efforts on a single niche.
What’s your drive?
Simon Sinek’s Golden Circle
¤ Why - This is the core belief of the business. It's why the business exists.
¤ How - This is how the business fulfills that core belief.
¤ What - This is what the company does to fulfill that core belief.
What separates you from others?
Show that you’re different from others and offer something of real value.
Learn from Apple’s marketing strategy.
Strategy for your niche
q SEO within your niche
q Exhibitions within your niche
q Email marketing that doesn’t focus on the what, but the why.
Showcase your expertise
In every buying decision, customers want to find an expert who has a proven solution and track record.
1.) Find your Why
2.) Find your
Niche
3.) Share your
knowledge
4.) Share your
success
Be seen as an expert
Multi-channel marketing
Brush up on your skills on multi-channel marketing so you can show how promo items tie into the wider company goals.
Positioning
Consultant
BOTH!
One or the other…or both?
Anatomy of a consultancy-led website
Clear CTA
Social Proof
Focused on Services, not Product
*Our* Fresh Ideas – Signposting Expertise.
Credibility (Clients)
Clearly Laid out Areas
of Expertise
Credibility (Organizations
)
Deliver the wow factor
Virtual Presentations
Creating a virtual presentation for your clients allows them to see their logo on products, so they don’t have to imagine what the possibilities are and are more likely to buy.
Speedy Response Time
Responding within the first hour of their inquiry is key to keeping your business competitive.
Client Testimonials Testimonials strengthen the credibility of you and your business and as you know, people won’t do business with you if they don’t trust you.
Places where you can put your testimonials:
q Blog
q Brochures
q Website
q Emails
q Direct mail letters
q YouTube
Handwritten notes
Handwritten notes have become almost extinct in the business world. If you are looking for ways to stand from the crowd, try putting pen to paper whenever you have the slightest excuse.
Company Stores
Whether you've already won the business, or you're setting up a company store as part of a sales pitch, making sure that the website matches their existing branding is critical. It shows that you're in tune with their needs and prepared to exceed their expectations.
Questions? Contact Martin Varley: [email protected] Contact Sarah Wilson: [email protected]