book

The Profitable Consultant: Starting, Growing, and Selling Your Expertise

by Jay Niblick, Marshall Goldsmith

April 2013

Beginner

274 pages

6h 13m

English

Wiley

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Why Choose Management Consulting as a Career?What Does a Management Consultant Do?Types of Practice Mind-SetsTrends in Management ConsultingRisks of Independent ConsultingWhat Experience Is Needed?
Opening Your DoorsWhat Should You Call the Business?What Business Structure Should You Choose?Should You Have Insurance?The Importance of PlanningThe Critical Importance of BrandingWhat Business Supplies/Materials Will You Need?Business Cards, E-Mail, and LetterheadBrochures/Marketing CollateralPhone LinesStock HeadshotWebinar CapabilityEstablishing Your Internet PresenceListing with Website DirectoriesBankingDo You Need an Office?Software ProgramsWhat Will Your Role Be?The Myth of Strengths and WeaknessesThe CEO Bucket ListOutsourcingTalent Bartering
The Money SideDetermining Your True Hourly Base RateTypes of Fee Structures and BenefitsThoughts on Pricing in GeneralHow to Deal with People Who Always Want a DealProven Methods to Increase/Protect Your ProfitsHow to Increase Fees Appropriately

Proposals as Confirmation—Not NegotiationA Brief Word on ContractsThe Option of Multiple YesesNegotiating Price for Maximum ProfitInvoicing ProperlyDealing with DeadbeatsFiring Your Bottom 10 PercentJustifying Your Fees
Choosing Your Target MarketThe Greatest Profit Key in the WorldTeam SeparationWhat Is Your Final Offering (UVP)?
Effective MarketingEducation-Based MarketingThe Golden Rules of EBMThe 16 Marketing VehiclesWebsite MarketingSocial Media MarketingBlog MarketingArticle MarketingLecture/Seminar MarketingWebinar MarketingPresentation MarketingVideo MarketingAudio Podcast MarketingWorkshop MarketingBook MarketingDrip or E-Mail MarketingReferral MarketingEffective Partnership MarketingNetwork-Based Marketing (i.e., Networking)Research-Based MarketingPress Release MarketingWhere to Take Your Awesome Press ReleaseNonstarters in Marketing
Cause #1: Selling Is a Full-Time JobCause #2: Selling Isn't Right for What You DoCause #3: Selling Isn't Right for YouCause #4: The “Die-chotomy” of Being an Independent Consultant
Becoming the Business Diagnostician“He Who Identifies the Cause of the Problem Gets to Fix It”The Psychology of SalesThe Diagnostic Sales ProcessThe Physician AnalogyInduce the Customer to Come to YouEstablish a Concrete Power SourceAdvance a Hypothetical CauseRecommend Diagnostic ProfilingBehavioral ProfilesMotivational ProfilesOrganizational ProfilesNegotiate the Appropriate SolutionConnecting the DotsDon't Forget to Close
Effective Communication = Effective PersuasionThe Seven Buying Motives (Why People Buy)The Four Buying Styles (How People Buy)Buying Style Communication TipsWho's on First?Connection versus Speed
Squeezing the TriggerComfort ZonesCourage to ChangeJust What Is a Qualified Prospect?Always Deliver Superior Customer ServiceWhen to Squeeze the TriggerYour Launch Checklist

Content preview from The Profitable Consultant: Starting, Growing, and Selling Your Expertise

Appendix D

Launch Cheat Sheet

Launch Checklist

Use the checklist below to keep track of the steps you've taken as you build your new practice, prepare for going to market, kick off your marketing activities, and head out the door to land your very first client. Hey, if it was easy, everyone would be making fat six-figures working in their pajamas.