It’s easy to say YES. Perhaps too easy. When the client asks for something – new research, some ad-hoc analysis, an extra workshop – it usually seems like a reasonable request. After all, they pay the bills and shouldn’t they get the most out of their consultants? When the consultant says YES to a new… Read More »
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In 1983, Amy Trask USC (So Cal) law student makes a cold-call to the LA Raiders looking for an internship. Dialogue goes like this: LA Raiders switchboard operator: “What’s an internship?” Trask quickly replies “I work for you, and you don’t pay me.” The response: “C’mon down.” After an internship in their legal department, she… Read More »
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Increasing your visibility, specializing, and cultivating relationships in your network are three of the most powerful ways to launch yourself toward consulting success.
My guest on this episode is UK-based consultant Stefan Drew, who is also known as the Marketing Magician. He works mainly in the education sector, but he has a wide breadth of experience — from international environmental organizations and national membership organizations to web design for local companies. He is known for producing great ideas “out of thin air,” and his clients rave about the ROI that they receive after working with him. He has many years of experience and wisdom, and on this episode of Consulting Success you’ll hear several inspiring stories that will ignite your desire to take your business to the next level. If you’re trying to create greater visibility, wondering whether or not you should specialize your business, or hoping to discover the one secret to quick consulting success, you need to listen to this episode of Consulting Success with Stefan Drew.
Specialize or offer it all — what do today’s successful consultants do?
When first developing your consulting business, you may be wrestling with one major question — do I spread myself among several efforts, or simply focus on one target audience? I always encourage consultants to specialize, but I had to ask Stefan about his experience. His success came from one of these approaches, but his advice leans heavily toward the other. His answer may surprise you, but you won’t want to miss the reasoning behind it.
Have a lot of expertise to offer? You should still specialize.
Even if you can offer expertise in several areas, maintaining a focus in one specific area will still increase your business. Stefan shares his experience with shifting his focus from environment and education, “and everything else,” to simply the first two. The point of view that comes with your expertise can still be applied to your focus, and that increased specialization will create the greatest value for your clients. You can find out more about the benefits of specialization on this episode.
Your email list may not be working as well as you think it is.
Email lists are one of the most popular ways that many consultants try to reach a wide audience, but Stefan argues that they are not the most effective. He has an extensive list of ways that you can contact potential clients and generate business. You won’t want to miss the many success stories he shares, that prove that a little work can go a long way in securing the best clients.
Building momentum creates the results you are seeking.
If you are just starting out at building your consulting business, you may be feeling overwhelmed at all of the steps ahead of you. Some of the steps can seem like a lot of work, but the momentum that comes with each effort will help project you toward the payoff. As a successful marketing consultant who is now in the position to turn clients away, Stefan has plenty to say about how to make your first steps your most effective ones. Be sure to listen to this episode to find out exactly where you should start.
Key Takeaways:
[:17] I welcome Stefan to the show and he shares the highlights of his career path.
[4:30] Do you have what it takes to make it as a consultant? Stefan’s advice can help you decide.
[7:10] Generating business means doing as many of these things as possible.
[12:00] Why it is so important to have one clear focus.
[13:32] Stefan’s number one tip to drive you forward in your career.
[18:20] A dry spell in business can be discouraging, but it can also propel you forward to achieve even greater success.
[21:58] Discover a variety of ways to position yourself to reach your ideal clients.
[27:30] The power that comes with increasing your visibility can start with something as simple as a new nickname.
[30:00] Building your business from scratch? Stefan says you should start here.
[32:40] The secret strategy to success starts with cultivating relationships.
[38:48] Stefan’s delectable source of inspiration.
Mentioned in This Episode:
Stefan Drew
FE News UK
Tweetables:
“You can stale a bit if you’re working in the same sector all of the time.” — Stefan Drew
“Don’t spread yourself so thin that you can’t do anything properly.” — Stefan Drew
“You have to have a very distinctive point of view. Just being another … consultant doesn’t hack it anymore.” — Stefan Drew
“Sense your opportunities — and use them — to build your profile.” — Stefan Drew
“The business of consulting is really about relationships.” — Michael Zipursky
Stefan Drew on The Magic of Specializing So You Can Turn Requests for Work Away: Podcast #7 is a post from: Consulting Success
I first read this catchy acronym in the Harvard Business Review here. It’s not a subtle metaphor, but very easy to understand. Apt. Vivid. In the United States, we have a huge obesity problem, and frankly, the same thing exists in corporations. This is not restricted to this country or just to publicly-traded companies. Global. Non-profits. Governments.… Read More »
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The Defiant Ones: For those who (like me) signed up for HBO Now for just 2 months to watch Game of Thrones season 7 (affiliate link), please spend the 4 hours to watch The Defiant Ones (affiliate link). Amazing documentary on Jimmy Iovine and Dr. Dre. A short list of the musicians they worked with / produced:… Read More »
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James McKinsey, the founder and namesake of McKinsey & Company, discovered this the hard way when he was recruited by one of his clients to be CEO. After many years consulting, he now had the authority to implement. In 1935, Marshall Fields was in need of help. The retailer had lost $12M over the last… Read More »
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Preparing for crisis before it hits can protect your consulting business from everything from criticism to collapse.
On this episode of Consulting Success, I’m joined by Jonathan Bernstein of Bernstein Crisis Management. Jonathan is the author of “The Manager’s Guide to Crisis Management,” a great book that provides the basic skills and knowledge to deal with the crises that inevitably occur in any business, no matter the size. At first I wasn’t sure if crisis management really applied to consultants, but Jonathan quickly proved otherwise. He describes crisis management as the “art of avoiding trouble when you can, and reacting appropriately when you can’t.” This wisdom doesn’t only apply to big businesses — crisis mode can hit anyone at anytime. On this episode you’ll learn more about the benefits that come with preparing ahead of time for any crisis that may come — and how to handle it smartly.
Jonathan works with companies both to preventing crises from happening, and also to maintain business continuity and functionality when a crisis does hit. A single major crisis can knock a small business entirely out of the running, but a creative and effective crisis management plan can help consultants and small businesses minimize damage from a crisis. Jonathan refers to this as the “art of crisis management,” and in this conversation he proves that having a plan in place is essential to every business, regardless of size.
I have always been a major advocate of reaching out to the people that inspire you, and I really identified with the story that Jonathan shares about the bold moves that he made when changing his career path. From his first career in the intelligence department of the Army, he learned how to assess vulnerability. He made the leap from Army to consulting because of one bold move. His example proves that taking the time to study your mentors and increasing the size of your network will always pay off, and you’ll want to be sure to take the time to listen to how important that move was to his incredible success.
Shooting from the hip and burying your head in the sand are two of the things you absolutely do not want to do while in crisis mode. It can be hard to tackle head-on, but taking control can help you turn crisis into triumph for your consulting business. You definitely won’t want to miss his advice for how to handle negative online criticism. Listen for that and more strategic advice, including Jonathan’s five keys to communication when handling a crisis, on this insightful episode of Consulting Success.
[:40] Consultants and small businesses can benefit from a crisis management plan.
[7:24] The art of crisis management requires creativity, intuition and more.
[9:15] Jonathan’s decision to leave a lucrative job at a large PR consulting firm to become a crisis management consultant.
[12:20] Taking the time to learn about and reach out to your mentors can create major payoffs in your career.
[16:21] Jonathan’s decision to leave a major company to start his own business, and the greatest challenges he faced.
[20:21] How he lands clients and what has been the most effective in his marketing.
[24:12] A challenging year can provide some of the greatest lessons.
[29:41] Jonathan’s approach to pricing his services.
[31:56] What are the direct impacts to business when writing and sharing books?
[33:44] When you encounter a crisis (which you will) here is what NOT to do.
[38:53] Jonathan’s five keys to communication when handling crisis.
Bernstein Crisis Management
The Manager’s Guide to Crisis Management, by Jonathan Bernstein
“If you are … constantly educating them and raising their threshold of awareness … they are going to call you.” — Jonathan Bernstein
“A crisis can affect a company of any size, whether it’s one sole person … or tens of thousands of employees.” — Michael Zipursky
“When you put things into perspective, often things aren’t as bad as you think they are.” — Michael Zipursky
A Consultant’s Guide to Crisis Management with Jonathan Bernstein: Podcast #6 is a post from: Consulting Success
