Small companies and consultants have something in common that is a real and difficult business issue. That is, keeping a sales pipeline full while delivering products and services to existing customers.
We Deliver
Consulting delivers professional fees for the consultant in return for professional services, wisdom, expertise and results. As a consultant, I savor the opportunity to bring my services to a customer in need and to help them solve their problems. There is nothing more satisfying than getting involved with a client and delivering results.
The consultant’s business problem rears its ugly head when the consulting engagement is over and there is no “next” project waiting.
A Predictable Problem
This conundrum is understandable. As much as we try to beat it, more often than not, it is a reality that we are faced with over and over again. Because we don’t have the next engagement lined up the revenue from a successful engagement is consumed during the down time. As much as we try to hustle the next gig, there are revenue gaps and they should and could be avoided.
You Can Fix it
The answer to solving down time and the subsequent frantic rush to the next project is to make a commitment to regular sales or prospecting activities. It doesn’t take much time to send a letter, an e-mail, to make a phone call or to attend a mixer. When we are absorbed by our projects and our customers, we naturally want to keep the billing meter moving. In the big picture, that is wrong thinking.
Bigger Guys Don't Have to Deal With This
If your firm is big enough, you can afford the luxury of employing a Business Development Manager (a more refined title for salespeople). So, this issue is not a problem…that is if you have a productive business developer.
Take Control
My advice is to put aside some time every day or week to meet new friends, establish relationships, tell your story and ask for work. If you can send out a few letters each morning, send some e-mails each week, a newsletter each month, make a few phone calls to prospects and old customers each week and then show up at relevant networking meetings, your new business pipeline will fill with opportunity. Then, when your current engagement ends, there will be other clients waiting for your services.
Why Not An Ongoing Campaign?
Regular marketing campaigning/prospect development just makes sense. No more sales conundrums please.
Tuesday, November 22, 2011
Sunday, November 6, 2011
Why Complicate Things?
I gave my “Sales Advice for Start-ups” presentation to a group of budding Entrepreneurs recently at a local business incubator. I enjoy doing meetings like this. The people who attend are desperate for knowledge. They want to know how to make the bell ring and start earning a living from the business of their passion. Was it all happiness? Not really.
Practical Advice
On a scale of ten, I believe that my material is very close, if not a ten. I have taken a very difficult challenge (selling) and distilled it down and made the key points easy to understand. These ideas, tips, strategies, tools and tactics have served me well over the years. They are the truth.
Bad Grade?
At the end of the evening, my contact at the incubator solicits feedback for the class. Last night she had gone home early, so I had to pass out and collect the forms myself. I would rather not be faced with critique one minute after delivering a presentation, but I had to do it. One thing I didn’t want to do was to read any of the grades, but I did. The very first one had my presentation and material rated a three out of five.
The ordinary grade instantly bothered me. At the bottom of the page the comment was that the presentation and material was too elementary and not challenging enough. I have now mulled that over and have decided that this person got it wrong. He or she didn’t get it.
The reality of selling is that it is a very easy and simple activity when done correctly. It isn’t hard when salespeople or Entrepreneurs (same thing) do the right things and avoid the wrong things. I laid out a road map for success for the class. If one of the participants thought my advice was too simple he or she was right on. My advice is simple and has proven effective over and over again.
Why so Difficult?
My question to this unnamed person would have been “Why do you want to complicate something as simple as engaging in activity based on a fair exchange of value (selling)?”
Reality Check
I looked at a few more reviews before going home. They rated the speaker and material five out of five stars. That was more like it. I guess that I shouldn't be so sensitive.
Practical Advice
On a scale of ten, I believe that my material is very close, if not a ten. I have taken a very difficult challenge (selling) and distilled it down and made the key points easy to understand. These ideas, tips, strategies, tools and tactics have served me well over the years. They are the truth.
Bad Grade?
At the end of the evening, my contact at the incubator solicits feedback for the class. Last night she had gone home early, so I had to pass out and collect the forms myself. I would rather not be faced with critique one minute after delivering a presentation, but I had to do it. One thing I didn’t want to do was to read any of the grades, but I did. The very first one had my presentation and material rated a three out of five.
The ordinary grade instantly bothered me. At the bottom of the page the comment was that the presentation and material was too elementary and not challenging enough. I have now mulled that over and have decided that this person got it wrong. He or she didn’t get it.
The reality of selling is that it is a very easy and simple activity when done correctly. It isn’t hard when salespeople or Entrepreneurs (same thing) do the right things and avoid the wrong things. I laid out a road map for success for the class. If one of the participants thought my advice was too simple he or she was right on. My advice is simple and has proven effective over and over again.
Why so Difficult?
My question to this unnamed person would have been “Why do you want to complicate something as simple as engaging in activity based on a fair exchange of value (selling)?”
Reality Check
I looked at a few more reviews before going home. They rated the speaker and material five out of five stars. That was more like it. I guess that I shouldn't be so sensitive.
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