Transcript Confab 2008 - HRD Press Online

A STATE OF THE INDUSTRY: CONSULTING 2009
AVOIDING THE UPCOMING CONSULTING “CRASH”
The Current Climate
They Can’t Find You…
trust
value
Lack of an Established Relationship
Lack of Funds
risk
Lack of Executive Buy In
Want a Known Commodity (CYB)
Contract
2009 Leading Concerns
Concern #4: The Coming Wave
How Many New Consultants
Are There?
• Rapid Increase in Competition
• Internal Employees Transitioning
• It’s Not Just Retirees and Layoffs
• Very Low Barrier of Entry
Consultancies & Money
350,000
300,000
300000
250,000
200,000
150,000
100,000
190000
175000
173,000
165000
160000
160000
149000
137000
Consultancies
123000
110000
Money in Billions
90,000
50,000
0
2000
2002
2004
2006
2008
2009
Concern #4: The Coming Wave
Priorities:
• Build Relationships Constantly
• Improve Internal/External Lists & Reach Out
• Become a “Value Provider of Note”
Questions to Ask Yourself:
Do I have a viable marketing engine?
Am I Delivering Value with Every “Touch”?
How Much Contact is Too Much?
How Does The Marketplace View My Expertise?
Concern #3: Large Companies
Big Firms Vs… Well, You.
• What is Your Client Deciding On?
• Big Firms Seeking Small Business
• The “CYB” Reasoning
Consulting Projects: Fortune 500
Percentage
PercentageofofWork
Work:
2005-2007
Projected
Small
Small
16%
23%
Mediums
Mediums
20%
11%
Large
Large
Firms
Firms
64%
66%
Concern #3: Large Companies
Priorities:
• Become Known as THE Expert in Your Field
• Market Your Value Proposition
• Engage Your Client in Your Efforts
Questions to Ask Yourself:
Is Your Marketing Consistent & Constant?
Do You Actually KNOW Your Advantages?
Have You Written/Updated a Marketing Plan?
Concern #2:
The New Face in Town
Clients Want Faster,
Cheaper, Better
• Decision Makers Are Getting Younger
• You’ve Got to Play By The Rules
• Clients are Searching for eFriends
Generations in the Workforce
50
45
40
35
Silents
30
Boomers
25
Gen X
20
Gen Y
15
10
5
0
2007
2011
Concern #2: The New Face…
Priorities:
• Know Where the Key Players Are
• Showcase Your Flexibility
• Small, Active Community with Interactive Outreach
Questions to Ask Yourself:
Widening the Circle of Your Perceived Expertise?
Are You Actively Socially/Electronically Involved?
“Calling to Action” in Sales & Non Sales Marketing?
Concern #1:
It’s the Economy, Stupid
Consulting Now – Hey, Bubbles Pop…
• The Economy Has Collapsed
• Consultants are Scrambling for Work
• Inactive Clients will Disappear
Growing Industry Segments
 Education
 Insurance
 Energy
 Hospice/Elderly Care
 Debt Collection
 Necessary Soft Goods
 Home Repair
 Many, Many Others
Concern #1:
It’s the Economy, Stupid
Priorities:
• Create Yourself as an Expert, and Brand It!
• Become a Consistent “Value Provider”
• “Touch” more people. Increase your base.
Questions to Ask Yourself:
Should You Hide, Or Get ACTIVE?
What Industry Segments Are You Missing?
Does Your Marketing Smack of Desperation?
Reviewing the Issues
 More Consultants, More Dilution, Get Busy!
 Big Firms Are Targeting Your Clients, Get Visible!
 Decision Makers are Changing, Get Socially Active!
 The Economy is in Turmoil, Get Creative!
The Trouble with
Marketing…Pareto Strikes Again!
 The Book says you should spend 20% of your billable
time marketing.
 8 hours per week
 35 hours per month
 420 hours per year
 Based on this formula you are paying yourself over
$60,000 per year as a part time marketing
professional…
Are you getting your money’s worth?
But That’s Not All…
Here’s What Goes Wrong
 Lack of Strategic Objective
 No unifying theme, inconsistent images/messages
 Reliance on Perfect Timing
 Strike one, you’re out & the game is over
 Distaste for Sales & Marketing Tasks
 Your resistance to selling activities keeps you away
Bringing it All Together
Addressing Your Needs
The Process of Client Acquisition
List
Generation
• Personal
• Researched
• Purchased
Lead
Generation
• Marketing
• eMail, Etc.
• Web Page
Follow
Up
• Responder
• Report
• eBook
New Informational Customer
Customer
Engagement
• Newsletter
• White Paper
• Specials
Sales
• Webstore
• Fulfillment
• Follow Up
New Consulting Client
New
Client
• Trust
• Value
• Comfort
Making Marketing Easy…
 Ready-To-Customize Newsletters
 Professionally Designed Marketing Pieces
 High-Value Research Reports & White Papers
 System with Lead Capture & eMail Functionality
 Branded and Stocked Webstore
 Product Fulfillment & Lead Disbursement
 PTG Membership with Full Benefits
 Consistent Training Opportunities
What is a Client Worth to You?
 Consulting Industry Averages
 $12,000 Per Year
 3 Year Lifecycle
One New Client is Worth $36,000
The PTG eMarketing System

24 Customizable Newsletters for Clients
$12,000

12 Lead Generation Marketing Pieces
$ 6,000

3 Lead Generation Industry Reports
Totaling
$ 3,000
$21,000
Plus You Receive Incredibly Valuable:
*Online Marketing System
*Customized Webstore with Fulfillment
*Additional Landing Pages
*Promotional Marketing Pieces
*Lead Generation Product Promotions
Membership in PTG*
Correspondence Marketing *
Follow Up Mailers*
Training Webinars*
MAP Mentor Network*
*Commissions on Products & Licenses*
Total Actual Value
Well Over $30,000
Our Offer & Options
 Monthly Payment – No Contract
 $795 Per Month
 Annual Contract – Paid Monthly
 $399 Per Month
 Annual Contract – Paid Up Front
 $2,995 Per Year ($249 per month)
What Consultants Are Saying
“I just want to thank you. Your system has forced
me to do the marketing I know I’m supposed to
be doing but wasn’t, and then makes it simple
to do. It has changed the way I do business.”
“Nobody looks out for independent consultants
in this way. We’re always giving the help, now
we’re finally getting some. This was a total nobrainer for us.”
We’re Close To Our Number…
Seminar Only Special:
$995.00
Three Month Special
Annual Options Available
24 Customizable Newsletters – Custom Online Webstore – Industry Reports
eMail Marketing Pieces – Membership in PTG – Promotional Marketing
Consultant Marketing Guides – Discounts on Marketing Services & Lists
Customizable Landing Pages – Training Webinars – Follow Up Pieces
“Big Ticket” Opportunities – Online Marketing Deliver System – Much More!
Questions or Comments?
 Don’t forget to sign up for another webinar:
 Pricing Your Consulting Work
 Notable Marketing – Get Loud!
 Automated Marketing, 24 Hours Per Day
 The Ultimate Consultants Resource