Consulting secrets

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Information about Consulting secrets
Education

Published on April 4, 2014

Author: DYNABRASIL

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Consulting secrets

CONSULTING SECRETS FRED GLEECK – First Edition – Fast Forward Press • Henderson, NV If you find typographical or grammatical errors in this book, they’re here for a reason. Some people actually enjoy looking for them and we strive to please as many people as possible. TRIPLE Your Income to

Consulting Secrets to TRIPLE Your Income By Fred Gleeck Published by: Fast Forward Press 209 Horizon Peak Drive Henderson, NV 89012 702-617-4205 – phone fredgleeck@mac.com www.fastforwardpress.com All rights reserved. No part of this book, including interior design, cover design, and icons may be reproduced or transmitted in any form, by any means (electronic, photocopying, recording, or otherwise) without the prior written permission of the author, except for the inclusion of brief quotations in a review. Cover design © 2004, TLC Graphics, www.TLCGraphics.com. Interior layout by NZ Graphics, www.nzgraphics.com Copyright © Fred Gleeck 2004 ISBN: 0-936965-04-5

CONTENTS Acknowledgements . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Preface . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 About the Author . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 Contact Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14 Your Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 My Goals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 How Much Experience Do You Need? . . . . . . . . . . . . . . . . . . . . . . . 21 Consulting is Not a Get-Rich-Quick Scheme . . . . . . . . . . . . . . . . . . 22 1. Strategies for Success . . . . . . . . . . . . . . . . . . . 25 Appoint Yourself King or Queen . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Identify Industry Leaders . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 Market Through Associations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Working With Multiple Associations . . . . . . . . . . . . . . . . . . . . . . . 29 Creating a New Association . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Handling Association Politics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Piggybacking on Industry Events . . . . . . . . . . . . . . . . . . . . . . . . . . 31 Leverage Strategic Alliances . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Alliances with Vendors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33 Alliances with other Consultants . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Joint Ventures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Use the Funnel System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37 Be Outrageous! . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 2. Overview of the System . . . . . . . . . . . . . . . . . 41 1) Select a Niche . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 2) Determine Whether or Not the Niche Has a Sufficient Number of Buying Units . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 41 3) Create a Line of Products to Sell to This Niche . . . . . . . . . . . . . 42 4) Generate Leads into Your Funnel . . . . . . . . . . . . . . . . . . . . . . . 42 5) Get Your Leads to Buy Some Product, No Matter How Inexpensive . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 6) Trade Customers Up the Ladder to More Expensive Products Automatically . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43 CONSULTING SECRETS TO TRIPLE YOUR INCOME – iii –

7) Maintain Regular Contact with All of Your Customers . . . . . . . 43 8) Convert Product-Buying Customers into Consulting Clients . . . 43 9) Trade Smaller Consulting Clients Up to Larger, Monthly Retainer Contracts ASAP . . . . . . . . . . . . . . . . . . . . . . 43 10) Generate Repeat Consulting Business by Delivering Tangible Consulting Value . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 11) Generate Great Testimonials to Use to Sell More Consulting Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 3. Selecting Your Niche . . . . . . . . . . . . . . . . . . . . 45 Calculating the Number of Buying Units . . . . . . . . . . . . . . . . . . . . 47 Is Your Niche Worth It? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 4. Creating Your Line of Products . . . . . . . . . . . 53 Why So Many Products? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 The “Wow” Factor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54 Front-End/Back-End Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55 Product Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 5. The Quick-Start Product Line . . . . . . . . . . . . . 59 Low-Priced Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 Becoming an Affiliate . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60 Licensing Products from Others . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 6. Yes, Your Book! . . . . . . . . . . . . . . . . . . . . . . . . 63 A Book in a Weekend? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65 Three Ways to Write Your Book . . . . . . . . . . . . . . . . . . . . . . . . . . . 66 The 25x4x2 System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66 The One Page per Topic System . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 The Transcription System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 67 Editing Your Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68 Designing Your Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69 The Text Block . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 69 The Cover . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71 Getting Testimonials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74 Printing Your Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75 Short Run Printers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75 Print On Demand (POD) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76 Registering Your Book . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77 CONSULTING SECRETS TO TRIPLE YOUR INCOME – iv –

ISBN . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77 Library of Congress . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78 Advanced Book Information (ABI) . . . . . . . . . . . . . . . . . . . . . . . . . 79 Bar Code . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 Copyright (Form TX) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80 7. Subscription Products . . . . . . . . . . . . . . . . . . 81 Newsletters & e-Zines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 Publications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 82 Tape-of-the-Month . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 84 Membership Site . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86 8. Audio Products . . . . . . . . . . . . . . . . . . . . . . . . 87 Equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87 Recording Equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88 Duplication Equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89 Packaging . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90 Distribution Options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90 What Should You Record? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91 Record Your Seminar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91 Record an Interview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92 Interview a Prominent Expert . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93 In-Studio Recording . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94 Providing Free/Low-Priced Audios . . . . . . . . . . . . . . . . . . . . . . . . . 94 9. Video Products . . . . . . . . . . . . . . . . . . . . . . . . 97 Should You Hire Someone or Do It Yourself? . . . . . . . . . . . . . . . . . 98 Equipment . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 99 Product Placement in Videos . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101 10.Consulting Services— Have You Thought of These? . . . . . . . . . . . . 103 Private Seminars . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103 Teleconferences . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104 Monthly/Weekly Coaching . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105 Roundtables in Cities You Visit . . . . . . . . . . . . . . . . . . . . . . . . . . 105 Critiques . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106 Mystery Caller . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107 – v – CONSULTING SECRETS TO TRIPLE YOUR INCOME

11.Using Seminars to Build Your Consulting Business . . . . . . . . . . . . . . . 109 Why You Must Do Seminars . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110 The Seminar Formula . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111 Planning Your Seminar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112 Creating a Great Seminar Title . . . . . . . . . . . . . . . . . . . . . . . . . . . 112 Designing Your Seminar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113 Seminars vs. Boot Camps . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114 The Modular Content System . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116 Setting the Date . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118 Best Months . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118 Best Days . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118 Avoiding Conflicting Events . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119 Selecting a Location . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 120 Pricing Your Seminar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 122 Promoting Your Seminar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123 Early Enrollment Incentives . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124 Advertising Your Seminar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124 Newspaper Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125 Magazines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 126 Trade Publications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 126 Using Direct Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127 Writing a Direct Mail Piece . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 128 Sending Postcards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 131 Seminar Hotlines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132 One-Step vs. Two-Step Seminar Promotion . . . . . . . . . . . . . . . . . . 133 Handling Registration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133 Toll-Free Number . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 134 The “Heart Attack” Seminar Registration Curve . . . . . . . . . . . . . . 135 Taking Payments . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 136 Preparing Your Seminar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137 Warning: Always Get to the Room Early . . . . . . . . . . . . . . . . . . . . 137 Setting Up the Room . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138 Theatre Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 138 Classroom Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139 Round Tables . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139 U-Shaped . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140 Seminar Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140 – vi – CONSULTING SECRETS TO TRIPLE YOUR INCOME

Should You Use Name Tags? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140 Handouts/Workbooks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140 Evaluations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 142 Delivering Your Seminar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146 Starting the Seminar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 146 Encouraging Audience Participation . . . . . . . . . . . . . . . . . . . . . . . 147 Using Exercises . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149 Staying on Schedule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 149 Repeating Questions Asked . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 150 Using a Content Action Idea Sheet . . . . . . . . . . . . . . . . . . . . . . . . 150 Giving Exact Times for Seminar Topics . . . . . . . . . . . . . . . . . . . . . 151 Planning Breaks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 152 Using the “Post-It® Note” System to Postpone Questions . . . . . . . . 152 Leveraging Guest Speakers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153 Using Hot Seats . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 154 Group Outings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153 12.Filling the Funnel . . . . . . . . . . . . . . . . . . . . . 157 Overview of the Process . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 157 Test Before Investing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159 Free Ways to Generate Leads . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159 Generating Publicity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 160 Writing Articles for Trade Publications . . . . . . . . . . . . . . . . . . . . . 162 Teaching Continuing Education Classes . . . . . . . . . . . . . . . . . . . . 163 Speaking at Industry Conventions . . . . . . . . . . . . . . . . . . . . . . . . 165 Speaking at Trade Shows . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 167 Exhibiting at Trade Shows . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 168 Setting Up Your Trade Show Booth . . . . . . . . . . . . . . . . . . . . . . . . 169 Personal Contact Marketing (Networking) . . . . . . . . . . . . . . . . . . 171 Participating in Online Groups . . . . . . . . . . . . . . . . . . . . . . . . . . 172 Cold Calling vs. Lead Generation Advertising . . . . . . . . . . . . . . . . 173 Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173 Using Repeat Exposures . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 173 Classified Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 174 Display Ads . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 176 Direct Mail . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 177 Sequenced Letters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 178 Postcards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179 Endorsed Mailings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179 – vii – CONSULTING SECRETS TO TRIPLE YOUR INCOME

Using Public Databases . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 180 Using the Web to Market Your Consulting Services . . . . . . . . . . . . 181 13. Selling the Products . . . . . . . . . . . . . . . . . . . . . . 183 Understanding Return on Marketing Dollars . . . . . . . . . . . . . . . . . 183 Measuring Your Progress . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 185 Understanding the three types of customers . . . . . . . . . . . . . . . . . 186 Licensing Your Products . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 189 Licensing to Dealers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 189 Multi-Site Licensing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191 Step-Down/Step-Up Offers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191 Pre-Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193 Up Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193 Creating a Catalog of Products . . . . . . . . . . . . . . . . . . . . . . . . . . . 194 Setting up Hotlines . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 194 Answering the Phone . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 196 The 30-Day Delivery Rule . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 197 Shipping Your Product . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 198 Getting an Outside Vendor to Handle Fulfillment . . . . . . . . . . . . . 198 Handling Returns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199 Managing Your Database . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 200 14.They Call You for Consulting–Now What? . . . . 203 Setting Your Fees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 204 Offering a Guarantee . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 204 Inform First, Sell Second . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 205 Responding to Customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 206 Handling Customers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207 You Don’t Want Every Customer . . . . . . . . . . . . . . . . . . . . . . . . . 208 You Can’t Read Your Prospects’ Minds . . . . . . . . . . . . . . . . . . . . . 209 Be Persistent, Not Pushy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 210 Find Hardcore Supporters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 211 Promotional Materials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 212 Testimonials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 213 Faxable Sales Material . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 214 Tiered Brochure . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 216 Web Site . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 217 Business Card . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 218 Novelty Items . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 219 – viii – CONSULTING SECRETS TO TRIPLE YOUR INCOME

Traveling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 219 Luggage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 220 Airline Clubs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 220 Your Air Carrier and Rental Car Companies . . . . . . . . . . . . . . . . . 221 Hotels . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221 Proposals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 221 Contracts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 222 Negotiating Your Fees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 224 Performance Contracts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 225 Retainers: Your Bread and Butter . . . . . . . . . . . . . . . . . . . . . . . . . 226 Discounting Fees . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 228 When Should You Walk Away? . . . . . . . . . . . . . . . . . . . . . . . . . . . 229 Generating Repeat Business . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 230 Expanding Into New Markets . . . . . . . . . . . . . . . . . . . . . . . . . . . . 231 15. Conclusion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 233 Other Valuable Learning Resources From Fred Gleeck . . . . . . . . . . 235 Order Sheets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 239-241 Fred Gleeck’s Million Dollar Rolodex . . . . . . . . . . . . . . . . . . . . . . 243 Books You MUST Read . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 244 – ix – CONSULTING SECRETS TO TRIPLE YOUR INCOME

Acknowledgements Whenever you complete a book like this one there are plenty of people to thank. I’d like to list those who I feel most deserving of mention here. First, thanks to Tami Dever for the cover. Although Tami is no longer working on covers for me these days, she did an excellent job with this one and she still needs this men- tion. Next, to Nick Zelinger for his tireless work with the inte- rior of this book and MANY other books I’ve done over the last year. Nick is the consummate professional and always does a great job. Feel free to contact Nick for both cover and interior design work at znick4@qwest.net. Another important person to thank is Scott Laudenslager. Scott does all of the printing for my books these days and always does what he says he will do. Thanks, Scott! If you’re printing any books yourself, make sure to contact him at: kimcoprinting@qwest.net. Finally, I’d like to thank my mentor (now deceased), Howard Shenson. Howard, wherever you are, thanks for starting me on this path. If not for you I wouldn’t be where I am today. I only hope that I can be as good a mentor to my clients. That’s it folks! Let’s get on with the “show.” To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 10 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

PREFACE About the Author Hi! My name is Fred Gleeck and I’ve been a marketing consultant for over 19 years. I was born in Japan and raised in the Philippines as the son of an American diplomat. I left the Philippines to attend undergraduate school at the University of Florida, where I graduated with high honors and a degree in marketing. After that, I earned a master’s degree in International Management from the American Graduate School of International Management (also known as Thunderbird). After leaving grad school, I moved to New York City where I was promptly fired by five major Fortune 500 companies in a row. There seemed to be unanimous agreement that I should be self-employed. So, I landed my first big consulting assignment with IBM. I worked with them for nine days back in 1985 and made over $31,000! I was psyched! What a great way to make a liv- ing. I trained over 600 people on interviewing skills. For four years, I worked with CareerTrack. At one point they were the largest public seminar company in the world. I was their top speaker in every topic I pre- sented, both from the standpoint of customer ratings and product sales. I still do anywhere from 40 to 50 pre- sentations a year. I’ve done an average of 100 paid pre- sentations a year for the past 15 years. It has been one of my primary means of generating consulting work. To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 11 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

I don’t use “traditional” marketing methods to generate consulting business. Most traditional methods don’t work AND they cost a lot of money, so over the years, I have developed a system that brings clients to me. My system turns your marketing efforts from a cost into a profit center. A number of my consulting assignments come as a result of people who attend one of my seminars. This is how I got the IBM project. By now you may be thinking “But, I don’t like speaking.” Don’t worry, even if speak- ing in front of groups is not your strength, you can still use the system I will reveal to you in this book. In addi- tion to doing seminars, there are a number of other “non-traditional” ways to generate leads and clients for your consulting business. So, if seminars and speaking aren’t your “bag” don’t worry, there are other methods to chose from. I have authored a number of books on topics that are tangentially related to this one. They include: Marketing and Promoting Your Own Seminars and Workshops, Publishing for Maximum Profit and Speaking for Millions. All of these books compliment this one. If you are inter- ested in any of these titles, I suggest you order them through Amazon. However, if you have an order total- ing over $100, contact me directly at 702-617-4206. I go back and forth between my house in the Las Vegas area and an apartment in New York City. I’ll also be spending a lot of time in Europe during the summer. My plan is to spend winter in Las Vegas, summer and fall in New York City and most of July and August in Europe. To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 12 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

I have a sign up in my office. It says: “Net $1 million a year with no employees.” That’s what success as a con- sultant will give you. Freedom to live life as YOU want. Now, let’s get YOU started on achieving YOUR dreams! Contact Information Don’t be a stranger. I would love to hear from you. I encourage your questions and comments. All are wel- come. My contact information is listed below and I encourage you to contact me in whatever way is easiest for you. I am also available to speak to your organization regard- ing this and a variety of other topics. E-mail address: fredgleeck@mac.com Business phone number: 702-617-4205. Address: Fred Gleeck 209 Horizon Peak Drive, Suite 202 Henderson, NV 89012 Website for this particular topic (I have over 150 domains): www.consultingexpert.com If you would like to receive my free seven-day course on how to “jump start” your consulting business, delivered to you via email, send an email to: Tips@consultingexpert.com. After you start the course, you’ll continue to receive valuable information on how to market your consulting business. To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 13 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

Introduction When I was in my early 20s, I read just about every book there was on the subject of consulting. They gave me some great marketing ideas that I could have implemented provided I had a huge wad of cash in the bank. I found that most of these books were based on the assumption that I had the funds to sustain a three- or four- year economic drought while waiting to land a large con- sulting assignment. Over the years, I continue to read books on the topic, and continue to be frustrated. I finally realized that none of these books told you how to start and build a consulting business and make money while you were waiting to land the big money clients. This book shows you exactly how to do just that. That’s why it’s different. Very different. The system that I present to you here is unique. I am the only person on the planet that recommends a system for marketing your consulting business that is a profit and not a cost center. This is revolutionary in the consulting busi- ness. Every other methodology I’ve ever seen suggests a marketing system that costs you money. My assumption is that your relatives have not left you a big chunk of change sitting in a trust fund for you to access as needed. I will also assume that you want to do consult- ing work but don’t want to eat peanut butter and jelly sandwiches while you are waiting to land the big consult- ing gigs (even though I happen to LOVE peanut butter and jelly sandwiches). To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 14 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

Doesn’t it sound more enjoyable to have money coming in while you are waiting on the large consulting jobs? What if it wasn’t just a little money, but a very nice, regular stream? The system I will teach you in this book helps you effectively market your services as a consultant. At the same time, I will also help you make a bunch of money while waiting to land your big money clients. This will prevent you from becoming what I call a “begging” consultant. The “begging” consultant is like the person in high school who couldn’t get a date. Why? They were needy. You got the feeling that they had to be with someone to survive. What was the net result of all this neediness? The exact opposite of what they wanted: NO DATES! This is very similar to most consultants. Consultants who appear to need business will have limited success in getting people to use their services. No one wants to employ the “needy” consultant because the potential client asks him or herself, “If they’re so good, why aren’t they busy?” Perception is reality. You have to look like you are in demand, even if you aren’t. The other side of the coin is that you can’t look like you’re too busy. Otherwise, no one will try to engage your services because they suspect you won’t have the time to do their work properly. You have to strike a balance. You’ve got to look in demand, but still be somewhat available. How do you accomplish this? As an example, you can wait 24 hours to return a call rather than returning it immediately. The system I’ll demonstrate for you here will show you how to make money while you build a base of customers. It will help you build a long-term, sustainable income base. To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 15 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

Traditional consulting only allows you to get paid for the actual time you’re working for a client. That means you can only make as much money as you have time to work. The system I’ll outline for you here allows you to get paid while you sleep. Money will come in regardless of how much available time you have to give your clients. Money will come in 24 hours a day, seven days a week, from all over the world. As a consultant you sell your knowledge, your informa- tion, and your brainpower. The problem with most tradi- tional consulting models is that they concentrate almost exclusively on selling these skills face-to-face. Why not sell your knowledge and expertise in other forms as well? Why not create a system that has clients coming to you? As we begin the 21st century, the traditional consulting model is much too restrictive. The new consultant understands that the delivery of his or her expertise must be multi-faceted. A better name for a consultant in this day and age would be information marketer. With my system, you will market your knowledge and information in a variety of ways; sometimes face-to-face and sometimes in other forms. In this book I will teach you a system to penetrate a niche market with information products. I use that term to include any and all products or services that fall into the following categories: books, e-books, audio tapes, video tapes, seminars and CD-ROMs. These, combined with any other “brainpower” that you can package and sell will com- prise your line of products. After you select a niche, you will “attack” your niche market through the Internet, direct mail, public speaking, CONSULTING SECRETS TO TRIPLE YOUR INCOME To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 16 –

and a variety of other means. The techniques you will find apply to consultants in any and all fields. I am currently involved with numerous niche markets myself. Some of these include video production, catering, film-making, financial planning, self-storage facility operation, and another eight or ten niches. Each quarter or so, I add anoth- er one because it’s a “plug-and-play” system. Rather than jump around and give you examples from all the different industries, this book will draw the vast majority of its examples from the self-storage industry. This happens to be a rather small niche, so it serves as the per- fect case study for this book. As self-storage was my first market, I made a number of mistakes–mistakes that I am not making with each succeeding niche. Mistakes that you won’t have to make at all if you read and learn from my experience. If I can make this system work with self-storage operators, you can make it work with virtually any niche you select. If you have a substantial amount of knowledge in a given field you can easily double or triple your income imple- menting the ideas in this book. However, for many people who read this book, this will not happen. As I emphasize every time I do a seminar, there is a difference between knowledge and implementation. Having knowing is not the same as doing. So, read and IMPLEMENT! It is the only way to succeed. It will not happen by itself. You must DO something. You’ll need to take action now! Please feel free to contact me at any point while you read this book or after you finish it. My contact information is provided at the beginning of this book. I will be happy to To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 17 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

help you. When you call, don’t be surprised if I answer my own phone. Believe it or not, I’m a real person just like you. Also don’t be surprised if I suggest you consider other prod- ucts I have so I can better help you on your journey. Good luck! Your Goals If your goal is not to maximize your income in the short- est period of time as a consultant, this book is not for you. Return it promptly for a refund because you won’t be happy with the system that I espouse. Don’t get me wrong. I believe in a balanced life and all of that other stuff, but this book is about helping you make more money as a consultant–a lot more money. To achieve the goal of revenue maximization, you have to enjoy the work that you do. You have to pick a niche you enjoy and in which you have expertise. I stopped working in one niche market because I hated the people I had to deal with. After a time, I concluded that the vast majority of them were unethical. At that point, I made a conscious decision to avoid working with people that I do not enjoy doing business with. I discovered this simple formula: When you work with people you like, doing what you enjoy, you make more money! How do you get started? First, you need to spend time identifying your ideal client. Don’t worry about what skills and background you need, just start visualizing your ideal client. After you determine who your ideal clients is, start thinking about what your ideal work will be for that client. To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 18 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

After you figure those two things out, you’re on your way to making big bucks as a consultant. If you are reading this and don’t know where to start, don’t sweat it. Many people are in the same boat. The section entitled “Selecting Your Niche” will help you figure it out. Next, develop specific goals for your consulting business. Start with income goals, and make sure to put a timeframe on when you want to be making “X” amount of money. I now have three signs up in my office. One says: “Measurement Eliminates Argument.” Another one says: “Upsell Everything.” The final sign says: “$1 million NET a year with no employees.” In addition to your income goals, list every single out- come you want for your consulting practice. List EVERY- THING you can possibly think of regardless whether you think it is realistic or not. Here’s an example of how you might implement this exercise. Over the years I have lis- tened to and read many of Brian Tracy’s audio programs. One of his exercises asks people to list all of their goals in the present tense. A very broad goal might be: “I am a suc- cessful marketing consultant making $250,000 a year.” After listing all your goals, Brian tells you to pick the most important goal and then do everything you have to do to attain that goal. He suggests you rewrite the goals each morning over and over again. He gives some great stories about the effectiveness of this technique and I would agree that it works. So do it every day. Rewrite your goals over and over. This will help you crystallize your thinking and focus your attention on the task at hand. To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 19 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

My Goals My first goal, through this book, is to give you what I believe to be the quickest and easiest way to make a lot of money consulting in the field of your choice. My second goal is for my own consulting business. I seek to NET $1 million a year with no employees. Well, maybe just one highly competent assistant. The system I present in this book is designed to generate income for you almost immediately. Follow my advice and you’ll start earning cash in as little as 30 to 60 days. Maybe even less. This system is unlike the traditional consulting approach you’ve probably heard about, which often takes months and sometimes years to earn any money at all. If you are just starting your consulting business, follow these steps and you will generate a good living in as little as 12 to 18 months. If you are already a consultant, this book will help you double or triple your income in as little as three years. The primary thrust of this book is to help you make more cash. No “new age”, “touchy-feely” kind of goals. My sole objective is to help make you substantially wealthier. If you somehow object to this highly capitalistic approach, let me give you an example of how you can make money and still have a conscience. In 1999, the president of IDG Books (the company that publishes the “Dummies” series of books) gave a gift to M.I.T. for brain research in the amount of $350 million dollars. If you make yourself a lot of money, you too can influence your favorite causes! To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 20 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

How Much Experience Do You Need? Many people I know use lack of experience as an excuse to avoid starting their own consulting business. This may give you some solace, but it’s not a valid excuse. There are plenty of people who are making big money as consultants who had little or no experience before they started. Whenever I do a seminar on the topic of consulting, I use this example to show people that you don’t need a lot of experience to get consulting work: I describe a guy I know who is a consultant to the banking industry. He is now 31 years old and he makes $2,000 a day for his services. He has been consulting for 13 years and does not have a high school degree. So, if you are over 18 with a high school degree, you have just as much a chance as he had to become a highly paid consultant. So, how much experience do I think you need before you get started? I couldn’t give you a specific number of months or years. Some people are highly competent in a field in a matter of months. Others are still incompetent after years of work. When you feel you know more than 90 percent of the people in your field, then that’s all the experience you need. Some people will get to that point in under a year. Others won’t feel that way after 20 years. It all depends on you. But, don’t let this prevent you from getting started. When I first started doing consulting work in the self- storage industry, I had little to no knowledge of the field. To be honest, the business is not very complicated, although the owners of these facilities would like you to believe they are brilliant business people. Here’s what I say when I speak To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 21 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

to audiences in this field: “The storage business is a simple business, but it’s not an easy business.” I felt comfortable giving advice as a consultant in that niche three months after getting started. You may take less or more time. Only the marketplace will tell you whether or not you have enough background and experience, so GO FOR IT! Consulting is Not a Get-Rich-Quick Scheme If you are looking to make a quick buck, consulting isn’t the business for you and my system will not help you. However, if you are looking to build a consulting empire over the long haul, you’ve come to the right place. The rea- son is that my system requires you to build a solid base of customers. It may take a while, but once built, it will con- tinue to pay you dividends almost indefinitely. It will also become a saleable entity. You and this system will only suc- ceed if you are ethical. You can probably make a little bit of money quickly by taking advantage of people, but you won’t make big money in the long run. My system requires you to produce great materials that have major value for all of your clients, large or small. This requires a little more work on the front end, but pays off handsomely over time. The reason this works is that people either buy “up the dollar chain” or “down the dollar chain.” Some people will get involved with you by spend- ing $19.95 on your book, but this is only the beginning of your relationship with them. After they are happy with your book, they will then invest in your $99 e-zine. Happy with this, they will purchase your audio tapes from a live seminar for $297, and so on. To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 22 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

It can also work the other way. They will show up at a seminar and spend $297. They will then give you an addi- tional check for $777 for your “big product” package. Then later they buy your book for $19.95. However, it is rare that people spend the big bucks with you before spending some small money first. Thus, you need to have quality material developed all the way down to the $9.95 report. If you screw up and don’t deliver quality content and value at that price point, they will not go any farther. So, don’t blow your opportunity with poorly developed products. Even when people buy the more expensive products first, they will buy all of your cheaper products if you give them many times more than their money’s worth. The key is to get them into your funnel as a customer at any level, and then trade them up the ladder over time. To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 23 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

1STRATEGIES FOR SUCCESS Appoint Yourself King or Queen If you are interested in making the most money in the shortest amount of time as a consultant, you have no time for subtlety. So, assuming you have the knowledge to back it up, do what I did in the self-storage industry. Go in and appoint yourself “king.” This is almost as good as own- ing your own island and turning it into a country. Be brash and announce yourself as “the expert.” This will mean that in any of the ads or promotional materials you produce, you will list yourself as the “top” this or that in the field. For example, if you are an engineer, you will become the “top civil engineer in the pipe fitting business.” My very first ad in the self-storage field stated that I was the top marketing expert in that industry. How could I dare do this? Because I was able to support the claim. I was an expert marketer and I had a general knowledge of the self- storage industry. I did my homework and I knew I could back up my claims. Additionally, up till then, no one else had claimed the title, so I won by default. You may feel funny about going into an industry and wearing the king’s crown without having been born to To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 25 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

royal parents. However, keep in mind that many currently accepted experts have done exactly that. If you doubt this is true, find a copy of Robert Ringer’s Winning Through Intimidation. Read his section on something he refers to as the “Leap Frog Principle.” If you don’t do what I suggest, someone else will. Someone may have already claimed the crown for your niche. Take a close look at the current top consultant in your field and you will probably see that he or she did something similar when they first entered the market. If the top crown is taken, you can either take on the king or queen directly or find a sub-niche and declare yourself king or queen of that province. Identify Industry Leaders As you involve yourself in an industry with the goal of selling information products, the first thing you should do is identify the industry leaders. Why? First, you want to do research for your product development. Second, you may want to approach these folks to see if you can get them to endorse your products. Third, if they really like what you have to sell (and like you personally), you may even be able to get them to sell your products for you. How do you find the industry leaders? Begin by going through the trade publications. Look for names that keep appearing. Who is writing articles on a regular basis? Who is advertising regularly? Ask the association bigwigs to rec- ommend whom you should talk to. When I first got involved in the self-storage industry, I found the gurus pret- ty easily. I walked around the trade shows and read all the To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 26 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

trade publications. I also purchased all the information products I saw advertised in the trade publications. This helped me identify every guru in the industry. Then I con- tacted them and learned as much as I could. If you are entering an industry you know very little about, you can run classified ads seeking industry experts. You may be surprised at how many “experts” respond! If I ran one, my ad for self-storage experts would read some- thing like this: “Storage marketing experts sought for lucra- tive consulting project.” You will get enough responses that you will be able to screen for the ideal interview subject. If you decide not to interview some of the respondents, be careful not to alienate any of them at the beginning because they may be helpful to you later. Once you collect these names, you need to approach these individuals directly. Call, e-mail, or write to them. Introduce yourself and try to befriend them. You want to try and rally these people to your side. Often, these folks aren’t expert marketers and feel honored just to be asked for their opinion. You want to learn as much information as you possibly can about the industry. Formulate a key set of questions that you want answered before you call them. Ask them about their biggest fears. What are they most con- cerned about? What keeps them up at night? Why do you want this information? It will tell you exact- ly what products you need to develop and give you a blue- print for what you need to produce. You’ll also get an idea whether these folks will make good dealer/affiliates for your products. You may even want to co-produce products with some experts. If they’ve got specific knowledge that you To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 27 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

think will sell, consider asking them to help you develop the content in exchange for a piece of the pie. This saves you a lot of time because they’ll do most of the content development for you. All you’ll have to do is pay them a certain percentage of sales for each of the products that they help develop. Market Through Associations Industry associations and professional organizations serve as your main springboard for your consulting busi- ness. These organizations are a collecting point for your prospects and provide a forum for personal contact market- ing (networking). First, you need to figure out how many associations are in your field. How do you do this? Enter the key word or words from your industry into your favorite Internet search engine. In most cases, with enough surfing, you will find all the associations that exist. While you’re at it, find all the trade magazines in the industry. Also, talk to everyone you meet in the industry to find the top organizations. For example, when I go to any search engine on the Internet and pull up the key words “self-storage,” usually the first item I see is the Self-storage Association (SSA). Do the same with your target market/industry. After you find your target associations, make contact with these folks. Volunteer to help out and see if you can get to speak at their events. To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 28 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

Working With Multiple Associations Don’t assume there is only one association in your indus- try. Frequently there are at least two, sometimes more. Try and hook up with all of them because different organiza- tions have different “personalities.” For example, the stor- age industry has two groups. One of them, the Self-storage Association (SSA) attracts the “old guard.” The other organ- ization, Inside Self-storage (ISS), attracts a younger, more aggressive crowd. When you find more than one association, often one organization has broken off from the other. For example, in the self-storage industry, there was originally only one association. Then one day a guy who worked for the old organization got ticked off and decided to start his own organization. This second group has now surpassed the other group in terms of notoriety and attendance at events. The second organization (ISS) attracts “wanna- be’s” and those just starting out. Due to their aggressive marketing tactics, ISS has the largest industry trade show in Las Vegas every year. If you encounter a situation like this with multiple com- peting associations, be careful to play the political game correctly. By getting too tight with one group, you may alienate the other and their potential consulting clients. Try and stay on the right side with all the organizations. This way, you’ll be able to speak and network at all of their con- ventions. I talk about handling association politics in more depth later in this chapter. To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 29 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

Creating a New Association It’s possible there are no associations in your industry or the ones that exist are small and disorganized. Perhaps, if you’re like me, you will want to start your own association after you overstay your welcome with any or all of the exist- ing associations. In any of these cases, why not start your own association? In addition to gaining credibility for yourself, you can now appoint yourself king of your association. What should your association offer? Study the other association(s) in the indus- try, then offer the same things, only better. Your position as president of your association will add credibility to you and everything you do. It is well worth the time and effort. In my case, I launched the Self-Storage Marketing Association (SSMA). I didn’t start the SSMA right away. I waited until I gained a critical mass of notoriety, then it became much easier to recruit members when I launched the association. Handling Association Politics I’m told the key to winning at association politics is sim- ilar to those skills necessary to succeeding in the military: Always follow the chain of command and make sure that anything you do is approved by the leadership within the association. Get them to sign off on any and all actions that you take that may be controversial. If you are going to stay on the right side of both (or all) associations, you will have to walk a political tightrope. As To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 30 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

mentioned earlier, sometimes two or more organizations are at war with each other. If you favor one group, you may alienate the other. Play the politics correctly and you will be able to speak at any and all conventions and have their blessings. Despite your best efforts, you may find yourself alienat- ed by one or more industry associations. Although I emphasize you should do everything you can to avoid it, when this happens you can make the best of the situation by adopting a posture as the industry “bad boy (or girl).” For example, in my case, for various reasons, I managed to annoy both the associations in the self-storage industry. As a result of my being on the outs with them, I decided to make the best of it by using their shunning me as a mar- keting ploy. On all of my correspondence I now put a notice that says, “Banned by the SSA.” Although I would prefer to be on the their “A” list, I’m able to differentiate myself by taking the renegade approach. This turned into a very effective marketing method because my approach appealed to a segment of the membership who disliked or were suspicious of the association. Piggybacking on Industry Events One way to raise your profile and increase attendance at your seminars is to schedule your event just before a major conference or other industry event. This way, people who were planning to attend the industry event anyway can sign up for your seminar and simply add an extra day or two to the beginning of their trip. To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 31 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

If you can get the association to sponsor your seminar, all the better. One of my competitors in the self-storage business was invited to do a full day conference before every industry convention. Since the association promotes his event, they have no cost of marketing. The association provides a forum to talk to these folks and tout themselves as experts; with no out of pocket cost to them. These events can prove quite profitable. A while back, I was given an opportunity to speak to the self-storage folks through one of the associations. In a 50-minute time period, I closed orders for close to $65,000 worth of products. Once you learn how to sell products from the platform, I suggest you never speak unless you can also market your products at the event. If you, like me, end up on the organization’s “bad boy/girl” list, then you will have to work outside their sanction. In this case, I hold my seminars the day before the association events start, on the same day that my competitors have their events. I compete with them head on and differentiate my seminar by offering an incredible guarantee. I tell people that if they don’t generate at least 10 times what they paid for my semi- nar in additional profits over the course of the next year, they get their money back. Why do I offer such a guarantee? Because it works, and I’m confident about the quality of my materials. Whenever some- one calls and asks why they should come to my event and not attend competing events, I just ask them to call the other pre- senter and see if they have the same guarantee I do. I tell them that, unless someone can offer them this kind of guarantee, they shouldn’t attend. They usually call me back to sign up. CONSULTING SECRETS TO TRIPLE YOUR INCOME To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 32 –

Leverage Strategic Alliances One of the ways you can leverage your marketing resources is to strike strategic alliances with vendors, other consultants, and even competitors. Alliances with Vendors One way to leverage your marketing efforts (particularly in an industry that is new to you), is to negotiate marketing alliances with key industry vendors. Successful vendors are connected to the needs of the industry they serve. The smart ones are always on the lookout for new ways to add value to their offerings and tap other sources of customer referrals. This creates an opportunity for you to offer them a win-win relationship. Here are some rules-of-thumb when planning alliances with vendors: First, try and deal only with those vendors that are at the same level of quality you are. For example, in the self-storage industry, there are at least six or seven software suppliers specific to this market niche. I only deal with the one that is perceived as the highest quality service provider. Second, try to negotiate a deal where you get a percentage of sales from customers you refer rather than a one-time, flat referral fee. It is often easier to sell this con- cept, because you are asking for less money up front. Let me give you an example of how this works. As I gave seminars in the self-storage industry, I also asked questions. I inevitably heard great things about some vendors and really bad things about others. After collecting this infor- To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 33 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

mation for a while, I identified a software company, a product manufacturer, and a service provider that I target- ed for a marketing alliance. I called the software vendor, who got consistently good ratings from my attendees, and asked them if they would like to work a deal. I suggested that we set up a way to cross- promote. I would recommend their software, and they could recommend my marketing materials. They were happy to do it. Why? Because the average cost of marketing for any business is around 15 to 20 percent of their gross sales. If you provide business leads for their $1000 product or service and you get $100 for each sale it’s a good deal for everyone. They reduce their cost of marketing (to 10 per- cent) and you get a nice referral fee. The other two vendor alliances were with a company that produces locks and a service company that provides electronic check processing. With the lock company, I worked out an arrangement where I would promote their products through my newsletter and let them use my mail- ing list for an ongoing piece of the action. They continu- ously give me 7.5 percent of all orders originating from my customers. I could have asked for “X” number of dollars for every customer of mine that comes on board with the lock manufacturer, but I would rather make a percentage of the total orders and have that amount coming in continuously. Only make an arrangement like this if you are confident in the integrity of the vendor you are dealing with. If not, you may never get paid, much less make the annuity you were confident of receiving. I worked out a similar deal with the service company To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 34 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

that provided electronic check processing. In this case, they give me a flat $50 referral fee for each new customer I send them, plus a small percentage of the action for every check they process. If you can find a way to work deals like this with lots of vendors in numerous industries, you can start to make some REAL money. For example, between the lock manu- facturer and the electronic check processing company, within about two years I earned more than $1,000 a month! Alliances with other Consultants I define strategic alliances with other consultants as any situation where you work with another consultant in the same field. This may mean co-producing an event, sharing resources, or sending clients to other consultants for work that you can’t or choose not to do. Striking up a strategic alliance with other consultants is an excellent way to leverage your resources. However, be careful because sometimes egos will clash. It’s not always easy to make everyone happy. Look for mutually beneficial ways to work together. Many consultants in a given indus- try have different areas of expertise that complement areas where you are weak. Be careful how you set up the alliance. In general, I am not a big fan of formal partnerships. As you’ll read in the next section, I have on occasion, entered into joint ven- tures, but I have also lost more than one friendship from a partnership. In my eyes, it is best to operate alone with peri- odic strategic alliances that you set up as needed and spell To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 35 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

out on paper. Try and avoid any kind of alliance that might make it difficult to extricate yourself later. Make all deals on a project-by-project basis. This way, each engagement has a beginning and end point. Joint Ventures In some rare cases, you may want to create a more formal strategic alliance by creating a strategic alliance. Warning: you must be very careful before you enter into a joint venture. Everywhere I turn, I hear nightmare stories of partnerships and joint ventures gone bad because people got into these relationships with individuals they hardly knew. Don’t get into a business arrangement like this unless you absolutely trust your partner. In two of my markets, I have a joint venture with a buddy of mine. I entered into this arrangement with this individual after having known him for eight years. I would trust him with my life. I would trust him with my money. I would trust him with my kids’ money. Here are some tips regarding joint ventures: • Find someone who has skills that are substantially different than yours–someone who complements your strengths. Try not to get involved with someone who is a lot like you because your skill sets become redundant. • Make sure you have a solid agreement. Even with my friend, who I trust implicitly, our agreement is in writing. A partnership is like a marriage, and a contract is required between the two parties. • Give yourself an out clause. In my situation, we have a clause that allows either one of us to buy the other party To collect your free gift worth $77, send an email to tips@ConsultingExpert.com – 36 – CONSULTING SECRETS TO TRIPLE YOUR INCOME

out at an agreed-upon amount. If one person wants out, they must come up with the cash. If they don’t, they are forced to sell to the other party using the contractual formula. This makes everything fair. • Be sure to establish who owns the copyright for any jointly produced materials. In the informational product business this is an important issue. Put all the terms in writing. Use the Funnel System As a consultant and information marketer, you need to plan and produce a full line of supporting products. What does it mean to have a line of products as opposed to a sin- gle product or just a collection of products? The answer is to create a series of products that fill specific price points in what I call the Product Funnel. Over the years, I’ve created my own version of the famed Product Funnel, an example of which is shown on the fol- lowing page. I recommend you define and create products at the fol- lowing price levels as you design and fill out your product line: • $10 or less: a special report, excerpt from a book, special issue of a newsletter, or research study. • $20-$40: your book (I cover writing your book in Chapter 7.) • $100-$200: audio or video cassette collection, or individual training videos. • $300-$500

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