Sales Conundrum

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.