Under the urge
You set out to share your knowledge and make the world a better place.
That is what lurks at the heart of consultants, coaches and all the independent professionals that provide services that assist in solving problems or providing a skill set that a client doesn’t have. The few of us that consult with consultants have heard about this dedication time and again.
If it were not for this urge a huge number of entrepreneurs would not join the work force. They would continue in their hum drum lives clocking 8 or more hours a day in a cubicle or, these days, working from home.
The world would not be a better place. But even if they decided to be a solopreneur there would be a gap between hanging out the shingle and having a steady stream of clients.
The inevitable gap
Whatever expertise is at the center of each individual’s urge to make a difference, they quickly come to the conclusion that they need to learn how to find prospects, turn them into clients and get referrals from them. They have to learn how to market and sell their services.
If they can’t fill that gap they are out of business before they start. Most, if they figure this out before announcing their new business look for advice from those they believe are successful. The appeals are varied but all come down to a small bribe to “pick your mind.”
Asking is right
That demonstrates a key element that can lead to their success. That urge to find out, to ask questions but, more importantly, to listen is a predictor.
The predictor is the ability to hear what is being said. Ever had a conversation where you are trying to get something across and a few minutes in you become aware they didn’t hear you? Or a least that is what appears to have happened. Sometimes they heard all you had to say but they pushed it through a filter and your views got skewed.
So in those mind-picking conversations I try to listen as well. And I ask questions about their suppositions as well.
The Quiz Funnel
That is what led me to develop a Quiz Funnel about Consultant Marketing. It is called [Quiz] What’s your #1 Consultant Marketing Mistake? See it here.
If you are a consultant or a coach, I urge you to take the quiz. It embodies knowledge gained by surveying people in all levels of consulting for 17 years about the marketing that works, what doesn’t and where they see things heading in the coming year.
The benefit of the funnel to anyone engaged in this business is that allows you to pick hundreds of minds at one time by simply answering 12 thought provoking questions about how you are marketing your services. It takes 3 to 5 minutes.
Based on your answers you learn the single most important mistake you are making whichever of the categories you fall into:
- Unaccompanied—Thinking about going into the trade. Outside, looking in. Stressed as you consider whether this is the right thing to do. Sure, you’ve been thrilled when you tried it as a side hustle. But still you’re looking for answers.. Take the quiz and find out.
- Ticket Quandry—You’ve decided that you are going to set up a practice but before you enter the fray you want to get a better handle on how to at least get some folks into the funnel. Take the Quiz and find out
- Crack the Whip—is what it feels like when you’ve been at it successfully for a while. But there is that nagging feeling that the business is running you. You’d like to know what to do to get back into control. Take the quiz and find out.
- Roller Coaster—can become the operating procedure in your practice whether you just started or been at for years. It’s when you market, market, market until you find a client and then do the work, do the Work, do the work. Round and round you go at breakneck speeds with no time to plan, unsure of what you can do to break the cycle. Take the quiz and find out
- Fun House—You’re not sure. Everything is like one of those distorted mirrors. Finding new business is like working you’re way through a maze and feeling time limit encroaching on you. Frustration is at the center of your day. You’d like to know how to sort out direction and take action calmly. Take the quiz and find out.
Those designators come from listening to consultants, coaches and independent professionals across the years. The more I listened the more a vision of an amusement park grew as a way to frame the common circumstances.
The most common is Roller Coaster. Sooner or later just about every professional finds themselves clicking up the marketing first slope and then having the gravity of the situation propel them through curves they didn’t anticipate.
That was the impetus to look at the other behaviors that seemed to occur all too frequently. Unaccompanied came out of relating to the solopreneur striving to summon up the courage to hang out their shingle. I see them staring in at the amusement park nose pressed and fingers clenched on a chain link fence.
Ticket Quandry is for those that have made the leap of faith but are still feeling their way. Their quandry is the level of commitment they bring to the business. I’ve seen seasoned pros revert to this behavior when confronted with major shifts in the industry they serve. Covid has impacted many in this way.
You’ve reached the phase in your organization where business just seems to be rolling along without a lot of concern. You aren’t really working a plan to bring business in. You could picture yourself on one of those whirligig rides that starts slowly revolving, picks up speed, and then pins you in your seat. Suddenly you understand what people mean when they talk about the business running you. Crack the whip is how those that have lived it describe the problem.
The Fun House ain’t. Whether you’re a solopreneur, a partnership, an ensemble or a group every practice can fall into this situation. When business is good we tend to rein in our reviews of processes particularly marketing. Then one day you find yourself a little disconnected. Those you work with seemed to have changed. And all you want to do is find your way out of this unfamiliar territory.
You’re not alone
None of us operate at the highest level all the time. We’re human. We learn as we go. We ask for help.
Sometimes we listen.
I’ve been listening for a lot of years. What I’ve heard might help you.
And so it goes
Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc.
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.