1. How to attract the right customers
Before you even start looking for customers, you need to know who they are and create an online presence or portfolio to attract them.
Now, I want to be clear here: I'm not saying that you should rely solely on your online presence to acquire new customers. You don't have time to wait!
But it's important to have a great online presence before you start prospecting because potential customers will be researching you. A quality online presence and portfolio will help you convince them to engage you.
Perfect your portfolio
If you don't need a sophisticated website, you need a portfolio that reflects your talent and past results.
Give examples of your previous work and develop the projects to put them in context. Explain what you've achieved, how you've done it, and to top it all off, be sure to include a testimonial from the customer.
You want to provide as much proof as possible that you are the right person.
Now you're probably thinking, “How do I incorporate information into my portfolio if I'm a new consultant?”
Great question! Here are a few ways to do that:
Use work from your previous jobs (make sure you have the consent of your former employers anyway.)
The work you have done as an employee is very relevant to your work as a consultant. If you are a financial consultant who worked in an accounting department, explain to your potential customers how your former employer benefited from your work. Or if you're an SEO consultant, explain how your skills helped your customers rank first on Google for a particular keyword.
Offer to work at a discounted rate to get testimonials.
The main thing here is not to force people to give their testimony. Just let them know that you're charging less because you're just starting out and hoping to get more testimonials as you gain experience.
Offer to work for free in exchange for testimonies.
While some people refuse the idea of working for free, the truth is that many new consultants do it to make a place for themselves and gain authority.
Put order in your social networks
Do a quick Google search for your name. What do you find?
Are the results something you'd be happy to see your potential customers find?
If you have a forgotten Instagram account with party photos or a neglected Twitter account that has nothing to do with your business, delete them, make them private, or better yet, start fresh by publishing articles and tips that help solve the problems of your ideal customer.
READ MORE: The 3 best inexpensive businesses to create with €1000 or less (or even €0!)
Optimize your LinkedIn profile
Unlike Twitter, Instagram, or Facebook, LinkedIn is the only place strictly reserved for professional networks. It is therefore an ideal place to find potential customers who will be receptive to the idea of offering your consulting services.
A few quick tips for optimizing your LinkedIn profile:
- Complete your profile: your prospect will want to know as much about you as possible. So share what your consulting service offers. Complete your profile and list all the positions you have held and your achievements.
- Customize your profile URL : LinkedIn offers the option of using a custom URL for your profile. On your profile page, click Edit the public profile and URL on the right side of the page. Under Change your custom URL on the right, click on the icon Edit next to your public profile URL and type in your favorite custom URL, but make sure it's professional!
- Ask for recommendations : Your consulting business may be too young to get testimonials, but you can certainly get recommendations for jobs you've held in the past. Take advantage of this feature to highlight your skills.
- Use a professional photo: Make sure you have a photo in your profile and make sure it's a good one.
READ MORE: 4 business ideas for beginning entrepreneurs
2. Where to find customers for your consulting offer
Now that you've created a great portfolio, strengthened your social media presence, and boosted your LinkedIn profile, you're ready to welcome customers.
The question now is: how are you going to find new customers?
Publish a website
I cannot stress enough how important it is for you, as a business owner, to maintain a website or blog with consistent and useful articles.
Your blog becomes an invaluable asset that will help readers get to know you, learn from you, and ultimately want to hire you.
Optimize your website for Google.
Especially if you plan to work for local clients, you need local SEO to be ranked in searches for consultants in your area. Additionally, you'll want each blog post to be optimized for the keywords that your ideal customers might be looking for.
Post blog posts that might answer questions your ideal customer is asking.
Not only is it great for SEO, but it also helps you stand out as an expert in your niche. By reading blog posts, you learn more about the professionalism and experience of entrepreneurs : you gradually start to trust them (if the content is of good quality and answers your questions). Adopt the same strategy for your business
Make sure your website has a prominent “Work with me” page. On this page, detail the services you offer and how potential customers can contact you.
READ MORE: 5 low-cost business ideas that you can implement with less than 100 euros
Job offers
Many businesses devote significant resources to creating new jobs to meet needs that could be much better met through a consultant.
One thing you can do is respond to job offers but offer your freelance services instead.
Try to present the idea as a way for the business to save money.
For example, instead of a startup hiring a full-time marketing director to create a strategy for launching a new product, wouldn't it be better for them to hire a marketing consultant who can develop a strategy and entrust it to them to implement it?
Point out that this would allow them to avoid additional costs such as employee benefits.
A caveat: make it clear from the start that you are not applying for the position as offered, otherwise you risk wasting time for both parties.
Recommendations from your customers
Even if your working relationship with a client comes to an end, don't necessarily see it as the end.
You need to stay in touch and set up an exit process that impresses them; after all, you never know when they'll need to hire you again. Plus, they probably know someone who needs your help.
At the end of each project with a client, send an initial email that does the following:
- Thank them for their trust.
- Make a list of points that highlight the results you helped them achieve.
- Ask them for feedback (which can later be transformed into a testimony, with their agreement).
- Ask if he can recommend you to someone else who may need your help.
Here's a template you can use:
Hi [customer name],
Now that we're coming to the end of [project name], I wanted to review some of the things we've achieved working together:
- [results 1]
- [results 2]
- [results 3]
It has been a pleasure working with you and I am so proud of the results we have achieved together. At the end of each project, I like to ask my clients a few questions in order to continue improving my services. If you are happy with my work, I would also like to use some of your answers in a testimonial on my website and in my marketing materials, with your name and URL. Would you agree? That would help me a lot.
Thank you for answering these few questions:
- What made you decide to hire a consultant?
- What hesitations did you have when looking for a consultant?
- What results did I help you achieve?
- What did you like the most about working with me?
- What could I have done better?
- Would you recommend me to your colleagues? If yes, who do you think would be the best candidate to work with me?
- Anything else you would like to add?
Once you have received your customer's responses to these responses, hopefully, these responses will be of high quality and can be used as testimonials.
Gather the answers and correct them for greater clarity. Then send the finalized testimonial to the customer, asking them to approve it before publishing it.
You can also tell them that it is possible to write their own testimonial from scratch if they prefer. But almost always, they appreciate having their response used to write their testimony.
Cold Pitching
When you need new customers quickly, cold pitching is the best way to take matters into your own hands!
People often try to avoid doing this, but it is partly thanks to this lever that it will be possible for you to multiply your income.
The basics of a good pitch are:
- Identify a customer you want to work with
- Identify a problem that he has (and may not be aware of) that you can fix.
- Contact him with a convincing argument.
Where to find clients to present your pitch to:
- Brands and people you already follow
- Startups that have recently secured funding
- Job offers
- Announcements of new businesses on specialized sites (or in newspapers)
READ MORE: How do you build a sales pitch? The 15-minute method and 11 quick steps
3. How do you cold market research to get new customers?
It is especially important to perfect the art of pitching. Remember that this person did not ask you to send them an email. She doesn't know you.
In fact, she has every reason to ignore your message. You have to overcome big challenges to convince her.
There are a few strategies used by entrepreneurs that you can use to win new customers.
Elements of a winning pitch
Get personal.
If a prospect opens your email and sees “Dear Sir/Madam” or “Dear Business Owner,” you can be sure that this email will go directly into the spam folder.
Take the time to find out who you are sending an email to.
Every message you send should be personalized to show that you understand the business, needs, or wishes of your potential customer.
Do your research and spend the additional 30 minutes needed to develop a personalized message for each prospect. A copy and paste will be obvious, and the recipient will get the impression that you are not really interested in them.
Identify a problem and fix it for free.
I am a big supporter of offering free expertise because it allows you to gain the trust of your audience and prove that you know what you are talking about. It pays off later on.
For example, when I started offering Growth Hacking services to startups, I found a startup whose application I liked, and whose application I found a lot of potential.
Before introducing myself, I researched the founder's interests, news, and the words he likes to use in his posts in my email.
I actually wrote him an email whose words I knew would touch him. In this email, I sent him food for thought about the levers I had identified that could help him grow his business and how I imagined helping him to do so.
I gave an outline of my plan for free to seduce him. And guess what? The company's growth manager eventually contacted me and wanted to hire me (and even partner with me later).
Many consultants are afraid to make their expertise available for free - don't do it! This often pays off later.
Pave the way for them to say yes.
If you're trying to convince someone to do business with you, don't make them go to great lengths to do it! In your pitch, include everything they need to determine if they want to work with you, including:
- Your first name and last name
- A link to your website
- Your telephone number
Put clear Call-To-Actions (Calls to Action)
Where you want to convert, you need to add a clear call to action at the end of your message.
What do you want the recipient to do? Do you want him to schedule a free 15-minute call to review his sales strategy? Do you want him to respond by telling you the times available this week to discuss his social networks?
Whatever the reason this customer is taking the next step in your sales funnel, be careful not to go too fast: they're just getting to know you!
The call to action in your presentation email should be simple, easy to execute, and free.
So, instead of saying, “Book a social media management package starting at $800 today,” try instead, “When would you be available for a 15-minute chat where I'll explain how I can help you get more leads via LinkedIn?”
Follow up. Always.
If you don't have an answer, don't give up! But don't be pushy either.
I usually wait a week, and if I don't get a response, I send a follow-up email. Many sellers recommend relaunching several times after that, but honestly, I'm sticking to one follow-up.
If they don't respond after two emails, I move on, because I don't want to build a reputation as an intrusive consultant.
4. How do you convince your prospect during the discovery call?
It's only natural to get nervous before a phone call with a stranger. But it's essential to call a prospect to convert them into a customer.
If you're nervous, try role-playing with a friend, working out in front of a mirror, or even recording yourself. It may seem silly at first, but like anything, it gets easier with practice.
What should you say during a discovery call? I strongly believe that as What entrepreneur, you need to lead the call.
READ MORE: How do you conduct customer interviews to improve your value proposition?
Start by quickly summarizing the purpose of this meeting. For example, you can say, “Thank you so much for giving me 15 minutes. I'm going to start by asking you a few questions to make sure we're in sync. Then, of course, you can ask me any questions you want about my services. Does that suit you?”
Then start by highlighting the problem for which they are coming to you and bringing their expectations back to light.
For example:
“It seems that you are stressed and need help setting up systems that will help you automate your business so you can spend more time with your family. Is that right?”
The questions I always ask:
How do you measure success?
I love this question because to make a customer happy, you need to know what makes them happy.
- Will it measure success by the number of new visitors to its website?
- Or will it measure success by the number of people who download its free app?
Define success from the start so you never make a mistake about the goals you want to achieve.
Imagine your ideal daily life after working with me. What does that look like?
This question is great for two reasons: Like the previous question, it helps you understand what is really important to your customer. Plus, it helps the client imagine what it's like to work with you, and it helps them visualize their success with you.
What concerns might you have about working with me?
This may seem like a straightforward question, but it's my favorite one. While you have your potential customer on the phone, now is the perfect time to address any hesitation they may have about you. I also think it shows that you are confident in yourself because it shows that you are not afraid of honest feedback and open communication.
At the end of the call, conclude by reviewing what you discussed, explaining why you are sure you can be useful, and outlining next steps.
Make it clear to them when they can expect to receive a proposal from you, then follow up.
5. Writing the perfect consulting proposal
Proposals come in all shapes and sizes and vary greatly depending on the consulting services you offer. Some consultants send proposals first and then separate contracts.
I prefer my proposal and contract to be a single document, so that the client can read what I am proposing and approve the mission, schedule, and price.
In summary, the following are the essential elements that you should include in your advice proposal:
Cover page
A cover page is simply a cover for your proposal that displays your company brand, client name, project, and date for reference.
Synthesis
The next step is to write a summary, that is, to summarize the entire project on a single page. The summary should highlight the customer's problems and challenges, and how you plan to address or resolve them.
Project overview/scope of tasks
It is in this part of the document that you need to be as specific as possible, because when the dreaded “overtaking” occurs, you can refer to this document, which clearly describes what you will do (and will not do) for the fees offered.
So, if you are hired to write on a client's blog, be sure to specify the number of words you will write, the number of revisions included, etc. Or if you are hired as a life coach, specify how many coaching calls are included, the duration of each call, whether email support is planned, etc. You don't want to leave room for confusion here, otherwise you risk wasting time and money.
Deliverables
As with the definition of the mission, it may be necessary to define the deliverables, that is, the identifiable end products that you will “deliver” to the customer.
There may be a lot of similarities here, but the difference between specifications and deliverables can best be explained by an example.
Let's say you're a freelance writer hired to write an ebook to generate leads for a business. Your specifications may include things like studying the company's brand, researching competitors, writing the ebook, and reviewing it.
Your deliverable, on the other hand, can be a 10,000-word e-book that is fully formatted and delivered through Google Docs.
Calendar
A good advice proposal should meet expectations in order to avoid any surprises. To do this, you must in particular indicate when you expect to complete the service.
So, in your calendar section, answer:
- When does the project start?
- When does the project end?
- Are there intermediate steps?
On this last point, in the case of long-term projects, it may be useful to provide milestones to monitor the work done. This can help you manage your time and reassure the customer that things are going according to plan.
You can also use checkpoints to unlock a partial payment of funds. Just be careful not to lock yourself into too many milestones to maintain flexibility in your workflow.
Fees and terms of payment
Clearly state how much your fees are and what they include. Also specify due dates, accepted payment methods, and payment terms.
For example, if you require a 50% upfront payment, be sure to make it clear that you won't start working until the customer makes the first payment.
Customer requirements
This section of a consulting proposal is not very popular, but personally I always include it and find it important.
Often, when there are delays in consulting projects, the bottleneck is with the customer. For example, any web developer knows the pain of being stuck on a project because they expect resources from the client.
If there is a part of your work that could be blocked through no fault of your own, be sure to indicate it here.
Expiry date
Again, this is not a popular section for advice proposals, but for me, it's a must! By setting an expiration date for your proposal, you avoid a potential customer coming to you three months later to accept your proposal.
As you know, by that time you may be full or your prices will be higher. A client cannot reasonably expect you to drop everything and complete the proposed project if they don't act quickly. That is why I strongly recommend telling the client when the proposal will no longer be valid.
Optional: Contract terms
Some consultants send a proposal first to be signed and approved by the client, and then a separate contract to be signed by the client. I prefer to save time and energy by having my proposal also serve as a contract.
If you choose to make your proposal a combination of proposal and contract, include the terms and conditions.
The most common are cancellation, payment terms, or other clauses specific to your business.
How to send the proposal
Once you've written your proposal, you can keep it quick and simple by sending it online for an electronic signature.
What if the customer wants changes?
It is common for a client to ask for revisions to the proposal before signing it. Don't be discouraged, it's part of the negotiation process.
It's best to pick up the phone with the customer to discuss their concerns and what they would like to see changed. Then let them know how long you will need to review and resubmit the proposal.
Other tips for proposals
Send the advice proposal quickly. Be sure to send the proposal at the time and date you promised. If you can do it within 24 hours, even better.
Follow up no matter what happens. You sent the proposal two days ago and did not receive a response?
Always, always follow up.
And remember, follow-up is always a sales opportunity. So don't say, “I'm just following up. Did you have questions after we called?” Add value by reiterating your customer's desires and offering advice on how you can help them get there.
Here is an example:
Hi [potential customer],
I really enjoyed our call yesterday and reflected on what you said about the need for a stronger presence on Instagram. I think you could start working with influencers in your niche to amplify your brand. I've attached a list of Instagram influencers that I've identified that would be perfect for your business.
What do you think about it? And don't hesitate to let me know if you have any questions about the proposal. I will be happy to call you again. I really think we would work well together to come up with an Instagram strategy that will boost your sales by at least 20%.
Always rephrase your customer's true desire. They don't just want a social media consultant, for example. They want to make more sales by harnessing the power of Instagram.
Show them that you can give them what they want, and they will hire you. Of course, don't make empty promises. Tell them why you are sure you can help them, and remind them of the results they've had with others in the past.
6. Warning signs and how to respond
Customers are also people. They have their own ambitions, motivations, and goals. Sometimes these things don't match what you have to offer. `
If you encounter a customer who has one of these weak signals, here are some suggestions to get out of this delicate situation and seduce the potential customer.
The customer is stuck on the price
It's understandable that a prospect is hesitant to make a big investment; they've only just met you, after all, and they can't be sure that you're going to keep your promise.
However, if a prospect is undervaluing your services or trying to get a good deal, run away.
I like to stick to this maxim: never negotiate on the price, but only on the perimeter. In other words, you shouldn't lower your price because it doesn't fit a prospect's budget.
You can, on the other hand, reduce what you are going to do and thus lower the price.
You can, on the other hand, reduce what you are going to do and thus lower the price.
Why should you bargain on range but not on price? If you lower your rates for a customer, it indicates several things:
- Your rates were never set in the first place, and you came up with them out of nowhere.
- This customer underestimates your services and expertise.
- This customer is likely to do something similar in the future and/or be a difficult customer because they are simply looking to make a deal.
READ MORE: How much should I charge as a consultant? A breakdown of consulting costs
The customer is not sure that you are the right consultant for them.
Sometimes you take the discovery call and think someone is the ideal candidate, but they're not sure about you.
To give yourself a chance to impress them while reducing their risk, you can do two things:
- Offer a paid trial. The client may not be ready to commit to a three-month service with an investment of €4,999. But he may be ready to try it for 1 month for €1,499.
- Offer a money-back guarantee (riskier). To show your confidence, you can offer a money-back guarantee. However, be aware that this is a significant risk for you. If you choose this option, be sure to clearly define the terms of the guarantee, put it in writing, and have it signed.
The customer thinks it should be “easy.”
It's a huge warning. If a client disputes your price or schedule by saying “This should be an easy job” or “It shouldn't take that long,” they're vastly underestimating what advice involves.
If it were really that easy, they would do it themselves!
If a customer doesn't see the real value and complexity of what you're trying to achieve for them, they're probably not the ideal customer.
If you choose to work with them, they may be fussy and impatient, because after all, they thought it should be “easy” anyway.
The customer is in a hurry to complete the project.
Many consultants charge additional fees if a client needs to complete a project quickly. Why?
Think of these fees as a tool. They should serve 2 distinct purposes:
- Emergency fees should deter customers from applying for urgent jobs.
- Emergency costs should cover your opportunity costs
So, if a customer tells you that they need something for tomorrow afternoon, it's totally acceptable to charge extra for the emergency. If they're balking, they're probably not a client you want to work with.
Conclusion
If there's something I want you to take away from this article, it's that finding clients for your consulting business isn't as hard as you think, but it's also not as easy as you might hope.
To get customers, it's not enough to know where to look. Remember these important steps to find the right customer:
- Create an online presence that attracts the right kind of customers.
- Writing a great pitch
- Make a discovery call to make sure you and the customer are in sync.
- Write a winning proposal
- Dealing with possible weak signals and managing negotiations
It may seem like a lot of steps, but it gets easier as your customer base grows. And for me, all that energy is worth it to work with customers that we love and to pursue a professional life that we enjoy.
What methods did you use to get clients for your consulting business? Have you had difficulties as What entrepreneur ?
