I want more clients!
...said every consulting business leader I've ever spoken to.
Let me tell you what they never say:
I want more marketing!
In fact, what I hear more often than not is:
“I don’t want to market and sell, I just want people to buy!”
The problem is...
Your growth strategy is limited if you're relying solely on repeat business and referrals...
The problem with waiting for people to just "come and buy" is that it means your business growth is limited to repeat business and referrals. And, whilst they are incredibly important, they're difficult to predict.
This means your risk your business growth being stagnant, or worse, shrinking!
You have to implement effective marketing. And what I don't mean by that is that you attend the occasional networking event, or do the odd exhibition here of there.
That’s not strategic marketing. In fact, that’s not even tactical marketing. At best it’s hope marketing.
The other thing I see with firms who don't take marketing seriously is a combination of: 1) relying on out of date marketing tactics, and 2) getting their consultants to "do" marketing. I can tell you for a fact that if this is your approach, you're leaving a lot of food on the table.
You may want more clients, but in order to achieve that what you need is effective marketing...
This is where the difficulty begins. Marketing is such a big, complex topic. And over recent years the pace of change has been fierce!
Much of what’s been shown, taught and implemented in the past fails in today's world.
A world where digital and traditional channels have combined.
A world where, just because something works for one firm, there's no guarantee that it will work for yours.
A world where you can no longer rely on a single marketing channel - you must be omnichannel. Serving your prospects and clients wherever they are, however they want.
The successful marketing of a consulting business relies on building trust, and that takes time...
Few people understand the nuance of marketing a consultancy.
Instead, they try to implement the same strategies and tactics that work for product sales and online-only businesses.
That's when you hear people talking about marketing funnels. But marketing a consulting firms is about building trust, not funnels.
The challenge is to identify which marketing channels you can deploy to affordably build trust, get engagement with prospects, and to do so both predictably and in the shortest time possible.
And for any channel to work, you must commit to being consistent, persistent, and patient. You’re too intelligent to believe that you can simply do these things once and expect positive results. Building trust takes times. You can't shortcut it.
What you can do, however, is gather and analyse data.
Data that will enable you to accurately identify what’s working and what’s not. And in response, adapt your marketing strategy and tactics.
So what‘s this site all about, and what will you find on here?
Well, like all good marketers, we started above by identifying the problems that we help you to solve, and the opportunities that we help you to realise.
As a reminder, it's firms who want more clients (the opportunity).
And it's those firms who aren't getting the marketing results that they need; or they don’t have the time to market effectively; or they find themselves paralysed by choice and the fear of making the wrong decisions; and it's those businesses still relying on repeat business and referrals as their sole growth strategy (the problems).
That's the problems and opportunities, but what about the "ideal client", the 'Perfect prospect"?
If you're a micro-business, boutique firm, medium-sized firm, or even an enterprise business that consults...
If you call yourself a consulting business, a professional services firm, or something else that describes what you do...
If your core business asset is the knowledge in the head's of your employees...
And your core customers are other businesses...
Then it's you! You are who this site is for.
Firms that consult, who want more clients, and who need better marketing.
Let's get on with the solutions> Where to next?
To The Blog...
Tons of advice, guidance, and 'notes from the field' covering all aspects of running a business that consults.
From marketing, to sales, to engagement delivery.
To the FREE Resources...
For those topics that you want to dive into in more detail, in the Resources section there are surveys, infographics, in-depth guides, templates, training videos, and more.
Who on earth am I, and why should you listen to me?
Martin J Williams
I've been a consultant to mid and large-sized corporates for 25 years.
Selling consulting engagements from 4 to 7 figures, I’ve worked in every size consulting firm, from my own one-person startup, through to global firms with hundreds of thousands of staff.
In my quest to build a successful consulting business, I invested tens of thousands on business coaches and courses, and read hundreds of books.
I tried every marketing tactic you can think of, from blogging, podcasting, webinars, content marketing, paid advertising, cold calling, and many more.
Along the way I experienced more failure than I ever thought possible! However, through it all I learnt what actually works to successfully generate leads for a consultancy.
Now, I didn't choose or mean to become a marketer - I had to do it out of necessity. But then, like all good passions, it found me! I'd learnt too much to keep it to myself, so I now combine my expertise in consulting businesses with my knowledge and experience in marketing to help my clients to grow!