Let ’em Buy Consultant Marketing

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The e-mail from someone I’d never met pushed for the sale with the first words.

Fresh Meat

If you’re further up the food chain that e-mail was an open invitation to line up a new client. Cold calling with a hard over sales approach does not work if you are selling consulting, particularly high-end.

On line or in person any time you use direct communication you need to already have a connection or be in the process of activating one. That hard sell e-mail is, for me, a cry for help.

Let ‘em buy

The most successful sales people and consultants I have ever met gave me the same advice:

“You can’t sell anything if they don’t want to buy.”

“Stop closing! The less you close, the more successful you’ll be.”

“People buy when they’re ready not when you tell ‘em to”

“Your job is to stay connected while giving them all the info they need including the purchase agreement when they’re ready.”

“They come to your website looking for information. Give ‘em the content they’re looking for but help them buy into you as well as your approach.

Time and energy

In most cases a prospect must meet three conditions:

  • They have a problem you can solve
  • They can pay for your services
  • They are willing to talk to you

Being upfront about your rates after you’ve heard about their problem will pay you dividends both short and long term. I offer a one-hour meeting at no charge so that we can “See if we are comfortable with each other and I can get a better idea what problem they are confronting.” I usually tell them that if I can’t help I’ll recommend someone that might be of help.

Generally, the higher your fee the more you will be expected to meet at no cost. Some organizations will expect you to provide a proposal at no charge as well. Elite consultants are willing to do that if they can have at least an hour of the senior officer’s time and agreement to candidly discuss the perceived problem and the value of a solution to the company

Going retail

Smaller problems, ones that can be solved in a telephone or Zoom session or two need a slightly different approach. It is more retail oriented. Your offering can be presented in a website that is filled with information that is infused with your viewpoint. Including video of you delivering some of your advice is a positive approach.

You may want to have them pay for a session with an established hourly fee paid in advance. But you must make it as easy as possible for them to set an appointment and pay online. There are apps available that easily integrate with your web site.

If the web site visitor is interested in your services they will find your pricing page. Linking pricing and appointment apps on the same page will pay dividends.

Price Points

The price for the service offered is where consultants often go astray. It is not unusual, even in B2B negotiations for the consultant to be asked for his/her hourly rates. Consider this increasing price/value/meeting scale:

Price              Value                           Meeting description

$200/hr          Instant answers         Meeting via appointment, phone or Zoom

$200-500/hr  Report issued              In person or zoom based on geography

$1000/hr        Strategic Planning     Reports & Timelines agreed to in advance

Fixed Fee      Plan & Implement     Time required to reach solution agreed to.

Fee +Comm   Plan/Implement        Agreed solution plus additional impacts

Variables

Your kind of consulting practice will impact how you approach the market. You may tend to maintain a client relationship for months or years. In those situations, a retainer may be the better option. Or, you may be available at a specific rate just to assist in defining the problems that come up over time. Of course, engagement rates would be set separately. Top notch consultants have all kinds of inventive pricing schemes. The most inventive are lined to long-term client relationships.

And so it goes.


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing and Brand development advice that builds businesses, careers and lives of joy.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com

Out of the Box Value

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My daughter and I (she works for the Federal Government) were talking about why the best senior managers regardless of sector are extremely valuable. I was telling her about a 3-minute video I just completed that explains why successful elite consultants set the gold standard. See the video at: https://vimeo.com/356539908

Worth their weight in gold

Managers and consultants are all carefully taught to think, feel and believe that if we can define the problem we can find a solution. The rule of thumb is that solutions reduce costs and increase profits regardless of the kind of resources being considered.

That’s true as far as it goes. It’s a nice comfortable little box.

The best think outside the box

Manager or consultant they demand a sit down with the woman or man in charge, a discovery meeting. They start with an open mind, candidly discuss the visible problem identified by the CEO and ask questions to establish the value of the solution. Elite consultants take it one step further. They add recommendations above and beyond the requested solution to add value to their engagement.

The value-based proposal

Top notch consultants take their time in that discovery meeting. They have the CEO estimate the value of a solution to the visible problem and probe for additional concerns and valuations during the discussion. They get concise agreement on the objectives, how they will be measured as well as quantitative and qualitative impacts of the results. The elite consultant’s intent is to be able to base their fee on the outcome of the engagement in the CEO’s terms.

Their proposal will include three options:

  • Option 1 must satisfy the objectives.
  • Option 2 is more comprehensive (and includes option 1)
  • Option 3 incorporates partnering with the firm to include hands on implementation or overseeing the implementation.

Perception, not a problem

A CEOs job is to keep the company ahead of the curve, see into the future and sense the possible disruptions out there. What if she or he just has a niggling feeling about a potential future problem, or better still an opportunity that is on the horizon? That represents a challenge for most managers not to mention consultants. The CEO wants to get a resolution on the uncertainty. She or he wants to quantify it and then look at the actions required to achieve it or defend from it.

The quantification proposal

Once again you must begin with a discovery meeting. Together, you and the CEO must assess the perceived discontinuity. Two concerns drive the selection of the consultant to handle this kind of engagement:

  1. A successful track record with this client (to include a couple flashes of brilliance and out of the box thinking).
  2. Experience in an industry or a credential in science or engineering that is perceived to have knowledge to bring to this research.

If you are in the room you need to verify which reason brought you there. More importantly, you need to let that reason drive how you build your proposal. Your proposal must identify the objectives, how they will be satisfied and a specific time frame to do so. If you believe that expertise you don’t have is required you must explain how you will find it and how you will engage it. To the degree possible, you must provide a statement of how the information obtained will be evaluated. You may also want to consider how to implement or oversee implementation.

A solution, no problem

Working with elite consultants can prove educational. Recently a client challenged my definition of a Prospect:

“A prospect is someone with a problem you can solve, who has the funds to pay you and is willing to talk to you.”

He said, Every CEO or President or business owner wants more profits, right?” I agreed. He went on, “I’ve stumbled onto something in my consulting over the last few years. It is a solution without a problem. I need a way to describe it and a way to convince CEOs to just have a conversation about it.”

Hidden in plain sight

Yes, for me this idea was outside my comfort zone. For starters the urgency of the problem is not inherent in this situation. You don’t even have a niggling possibility causing concern for the CEO. But, as we strove to build a product description more meaningful and to apply the techniques of 30-Second Marketing TM , I reflected on the testimonials I had videotaped from clients where this process was put in place and realized it was proven thinking outside the box that could only be developed by someone with business acumen and experience that had psychological training.

The Shared Passion Proposal

The key to greater profits, even in a down economy, is hidden in plain sight in every company that has employees. Employees, approached properly can in a relatively short time develop a passion for the business that builds profits long term. The essence of that proposal is, for the moment, a trade secret but I’ve interviewed the men and women that have applied the process in their organizations. Greater dollar profits are the tip of the iceberg in the world of the Millenials.

And so it goes.


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and Grand Poobah of www.BrandBrainTrust.com 

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing and Brand development advice that builds businesses, careers and lives of joy.

Consulting: www.JerryFletcher.com
Speaking: www.NetworkingNinja.com
DIY Training: www.ingomu.com