You chose to be a consultant so you could help people overcome obstacles and achieve their objectives, and that’s a worthy and lofty goal. But if you’re like many consultants (dare I say most consultants), you struggle to consistently acquire high-quality, high-paying clients.
So, what do you do? How do you ensure that you don’t join the throngs of consultants who ultimately feel unfulfilled, consistently worry about revenue or even close their businesses?
I’m about to tell you one of the most effective ways to develop a steady flow of clients. As a result, you’ll be on your way to helping more people and developing the prosperous business you had envisioned.
A surefire way to build a consulting business, and many other businesses for that matter, is to implement the concept of “one to many.” The idea is to do something once and have it impact many people. This strategy includes, but certainly is not limited to, public speaking and writing. Although these two specialties and their intended results may be similar, I will focus on public speaking.
Think about how effective it would be to speak to audiences made up of your ideal prospects. It would be similar to a singer performing for an audience. When people hear the singer, some enjoy the experience, and that is enough for them. Others become raving fans and buy the singer’s music and other products. They go to the singer’s website and sign up for notifications about future appearances. They are the ones who tell others about their experience and share the music.
The idea is to do something once and have it impact many people.
When you speak in front of your target audiences, similar things happen. Some people will appreciate the knowledge you share with them. Others may become fans and visit your website to learn more or sign up for notifications from you. Yet others will go even further and seek to do business with you.
If you’re with me this far, you’re probably thinking one of three things: 1) “I’m nervous about speaking in front of groups.” 2) “I’m not very good at speaking in public.” 3) “I have no idea where I would speak.”
If you’re nervous, you’re not alone; everyone is anxious to some degree when it comes to public speaking. Thankfully, speaking in front of others is like most things in life that frighten us; the more you do it, the more comfortable you become with it. So speak as often as you can, even to small groups.
No matter how much fortitude you have when it comes to speaking in public, if you don’t know how to craft and deliver presentations that resonate with your audience’s wants and needs, getting in front of your prospects may do more harm than good. Don’t let this dissuade you. There are many resources available to help you become an effective – if not powerful – public speaker. They range from free training, such as Toastmasters International, to online courses, to personal coaching.
Determining where to speak is relatively easy. If you’re new to this idea or want to try out your material, speak at a local chamber of commerce, Rotary Club or similar group. Eventually, you’ll want to speak at organizations made up of your target audiences. For instance, if you consult for manufacturers, you would speak at the various manufacturers associations and similar organizations. You could also produce your own events, such as webinars or presentations where you invite members of your target audiences to attend.
I encourage you to follow this three-step process of developing your message and delivery, determining public speaking opportunities and building a steady flow of clients that you may have otherwise never experienced or perhaps even thought possible.
Peter George is president of Peter George Public Speaking Inc. in Providence and specializes in helping attorneys and executives improve their public speaking skills.