MONEY

Bob Lurz: Become a top-notch consultant

Bob Lurz
Guest essayist

Startup consultants have valuable expertise, but many are unskilled in the methods, tools and art of marketing. They may have worked for a large organization, but much of those efforts aren't useful for solo consultants. They typically don't have the money or resources for advertising campaigns and mass mailing.

Independent consultants must find cost-effective ways to have impact on prospective clients.

Consultants sell their own solutions to a client's problem or situation, not the well-known services of larger organizations.

So, how might prospective clients gain a reasonable degree of confidence in a consultant? Three major factors, along with cost, drives hiring decisions: reputation, recommendations, and relationships. Here's how you can build on those three Rs.

Reputation: Build your reputation by being recognized as an expert in your field. Acquire credible recognition in the form of testimonials, endorsements, media interviews, awards and advanced degrees and develop credibility by speaking, training, writing, publishing and posting.

Recommendations: Ask people who know your work to recommend you to others. When they cite specific benefits, they enhance your esteem in the eyes of a prospect. Notable people who endorse your value can nudge a prospect to hire you.

Relationships: Prospects are more apt to hire consultants they know, respect and trust. You can build relationships in many ways, but personal interaction is the best. Follow up with attendees after presentations and training sessions, network at professional events and connect through LinkedIn, and volunteer in professional organizations.

How to start? Learn to market yourself as a consulting entrepreneur. Start with methods that suit your personality and skills, and then learn other things as needed. For instance, if you write well, but don't like speaking to groups, write a newsletter or articles.

Also, post to blogs and various social media sites like LinkedIn. Be sure to display your professional skills and benefits on your website and social media pages.

Try combinations of methods to get your word out and be persistent. Build off those three Rs.

Learn more on consulting during a Consulting Business Boot Camp sponsored by the Rochester Professional Consultants Network and Monroe Community College, starting Feb. 4. For more information, or to register, go to: rochesterconsultants.org/bootcamp.

This week's Nextpert

Bob Lurz is president of the Consultants Accelerator. Interested in being a Nextpert? Email:RocNext@DemocratandChronicle.com.