Getting clients to come to you

Much better than cold calling, is to position your consulting practice in a way that has clients coming to you.  This changes the whole nature of the client relationship and improves your negotiating position for getting higher fees.  Clients expect to have to seek out the expert, better still when they have to compete for your time. There is much greater perceived value for a scarce resource.

Good positioning can be achieved by planting “sign posts” that point to your contact details in places where your market hangs out. The sign posts can be:

• Articles on content sites

• Papers in journals and at conferences

• Editorials in trade journals

• Books that describe your approach

• Joint Venture links with other consultancies

• White papers on your website

Each sign post should be editorial in nature, not a sales document, and they should demonstrate your thought leadership within your area of expertise. At the end of each article or paper, there should be a resource box that goes something like this:

“The author XXX is a leading authority on XYZ, and for further information go to [this website address]“

Also, you should attend networking meetings, business lunches and seminars. If someone is presenting, be sure to ask intelligent questions that reflect well on you and the speaker. Research the other attendees beforehand and develop your game plan. Who do you need to seek out, what will be your focussed message and also stock up on business cards. Preferably, print your message strap-line on the card so that recipients remember the context of your discussion.

Again, retain the initiative, seek their permission to call them the next day for any agreed follow-up.

Tags: Business Cards, Client Relationship, Cold Calling, Editorials, Joint Venture, Networking Meetings, Sign Posts, Thought Leadership, Trade Journals, White Papers