Monthly Archives: December 2021

Consultant Marketing Game Change

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Change is the heart of consulting.

Without change we would be out of a job. Change is perceived by clients as a problem and they go looking for someone to solve it with expertise or experience they don’t have. We wind up working with them for a single engagement or, over time, for either multiple, linked engagements or just providing services in a single expertise on an ongoing basis.

Most of my interactions with clients are in the latter category. I tend to stay with clients for a while. I’ve worked with a current client now for over 25 years, celebrated a ten-year anniversary with one and I’m coming up on 3 years with another.

I still do singular encounters when I believe I can be of real assistance within the client’s time frame. I’ve come to the conclusion that Contact Relationship Management is no longer an arena I want to work in. Why? Management doesn’t understand it and more importantly does not understand that tasking sales-people with upkeep is a losing proposition.

For the future

I’m shifting my emphasis so that I will offer these services:

  • Marketing Consulting for consultants and coaches (Solopreneurs, Partnerships and Ensembles short and long term)
  • Strategic Marketing Counsel for entrepreneurs and start-ups
  • Speaking on topics that make individuals and organizations more memorable and more profitable. (Keynotes, Breakouts and Trainings for associations and businesses)
  • NEW Products that offer quick and easy branding, positioning and sales development. Example: Consultant Brandr for Linked In which allows you to inject your brand into your Linked In Profile in just one evening.
  • NEW The Credibillity to Cash Junto (named for the group Ben Franklin formed– a continuing conversation about establishing and maintaining your six-figure practice—a mastermind group limited to just 8 consultants that want to take their business up a notch.

Proven Publishing

That means I will continue publishing information on what works and what doesn’t in Marketing in general and consulting in particular.

Blogs I intend to publish blogs both in the USA and internationally on a regular basis every two weeks at a minimum. The topic will continue to be Consultant Marketing and will cover subjects from Practice Management  to promos, PR and Premiums. The emphasis will continue to be branding across all the media available and how to move from suspect to prospect to client.

The Newslog, newly named Credibility to Cash will continue on a weekly basis. The new version will have the same information in an article, a video and an audio as requested by the current recipients. The first quarter for 2022 is in production now

The annual Consultant Marketing Survey is now in the field. This year’s results report will be available by New Year’s day! Sorry, no results tabulated as yet so I can’t provide a single finding! And yes, we will do it again next year.

Speak your Way to Business Riches A step-by-step guide to Get Booked, Get Heard and Build Your Business is in first draft. Look for it as a print on demand book from Amazon about the end of the first quarter. (Junto members and Newslog subscribers may receive webinar invitations as well as chapters in PDFs prior to publication)

 In all we do in the coming year, the emphasis will be on showing you how to move from Credibility to Cash.

And so it goes.

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc. See Jerry’s speaker demo reel.

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

Credibility to Cash TM is his latest way to share experiences so you can take your business up a notch…or two Sign up for the unique audio/video/article Newslog here.

Consulting: https://www.JerryFletcher.com
Speaking:  https://www.NetworkingNinja.com

Consultant Marketing Name Change

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It is not something to do lightly.

You just don’t wake up one day and decide to change the name of key communications tools that have become familiar to those you have built relationships over time.  

The day inevitably comes.

You think about it. Sleep on it. Have long dialogues within between the emotional aspect and the quiet logical voice. That conversation is one each of us must go through even though we know how it is going to come out.

Visceral wins.

Gut feeling beats the hell out of logic.  Emotion is a body blow to logic. Mood stymies reason. And so it goes.

The decision is made.

Going Forward, the Newslog is going to be called Credibility to Cash.

Why? Because the first time I saw the words written on a torn-out scrap of notebook paper I knew they were right. The right words don’t need graphic embellishment. They don’t need to be presented in new world announcement typography. When they are right, they are RIGHT.

I was in Miami at a gathering of successful speakers, coaches and entrepreneurs. All of us were intent on helping each other find ways to shake off our doldrums and take our businesses up a notch. It’s not like there were any slouches in the group. We would not have been invited if that were the case.

I had scheduled a few minutes with Jeff. His unique ability is in naming things. We talked briefly about what I was doing in my Consulting practice working with elite consultants from Singapore to Madrid to make them more memorable and more profitable. He listened, really listened and then said, “So you guide them to find a way to build credibility and that leads to generating more cash, right?”

I agreed and then he tore a piece of paper from a small notebook and wrote these words in blue ink at the bottom of the page:

            Credibility to Cash Conversion Cycle

            Credibility to Cash Conversation

I circled Credibility to Cash in red and put it in the 3-ring binder I was carrying keeping  notes at that multi-day event. That was late in May of 2021.Now I find myself at the end of the year and just getting around to implementing actions considered when the year was stretching spring-time muscles.

A name is sometimes just a beginning

That’s not to say nothing has been done. I put together a 90-day plan but it was not the one the seminar leader was driving us toward. The objective was to be a complete overhaul of the business shifting to a more powerful approach generating significant new income levels.

My 90 day plan had a physical health component as well as long term scheduling component I had to deal with. The physical component was knee replacement surgery. I came home with a newly strengthened desire to get it done and by fall proceeded to go through all the hoops to get it paid for by insurance. Unfortunately, Covid has filled the hospitals and my surgery ahs now been delayed three times.

Long term scheduling is a delight and a devilment. It is great to know you’re scheduled to speak somewhere and all the details have been taken care of, the flight, transfers, hotels. All that stuff. But Even if you are speaking virtually you need to do all the prep and continue your work with current clients.

I knew what I was going to be doing for 5 months after returning from Miami. So I squeezed what I could into my schedule. I checked off these actions in getting here to the holidays:

  • Logo design (Cristy did a magnificent job)
  • Logo design for transition (You’ll be seeing it next week)
  • Research on building, running and making a peer advisory group profitable for all who are involved
  • Action plan for shifting Blogs and Newslogs from A Different Slant to Credibility to Cash
  • Development of Brandr, a product that makes it simple and easy for consultants to add their brand to their Linked In Profile in an evening incorporating their WHY.os

We are well down the road from Credibility to Cash.

And so it goes.

Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc. See Jerry’s speaker demo reel.

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

Credibility to Cash TM is his latest way to share experiences so you can take your business up a notch…or two Sign up for the unique audio/video/article Newslog here.

Consulting: https://www.JerryFletcher.com
Speaking:  https://www.NetworkingNinja.com