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Face-to-Face Client Meeting Primer

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When you run a good meeting,  you show prospective clients that you can be trusted.  The project will be in good hands because you are a pro.   In your meeting you will show that you are prepared: you understand the clients’ needs and the needs of the clients’ customers.  You demonstrate your value-added and ability to meet or exceed expectations.  You know how to land the plane and they will  look like a genius for hiring you.

Here is the continuation of the meeting primer developed by Geoffrey James,  author of  “How to Say it: Business to Business Selling” (2011).   James  suggests that you follow these rules to make sure that you make a good impression in your next meeting and I totally agree.  I’ve edited and condensed his list.

8.   Don’t start the meeting with a SALES PITCH.  If you are meeting with a prospective client who would like to get to know you better,  respect that wish and be grateful for the chance to build a business relationship.  Do not be crass and push a selfish agenda.   Rather, encourage the prospect to talk about him/herself and the business and what’s gone on in the past, what the preferred future will look like and the role you can play in bringing the business to that point.

9.   RESEARCH the client’s organization,  so that you’ll have a good understanding of what business priorities and concerns are likely to be before you walk into the meeting.   Have ideas of how your services can benefit the organization.  Visit the company website and read the mission statement,   familiarize yourself with the organization’s primary products and services and get to know its clients.  In other words,  do your homework.

10.   Remember the NAMES of everyone at the meeting.   After the introductions,  make a note of the names of all participants.  Offer your business card to all and try your best to likewise get a card from everyone present,  so that you can confirm titles and have contact info.

11.   Take NOTES,  so that you’ll have a record of what everyone has agreed to,  especially you.  Remember to bring a nice note pad or your notebook computer.  It can be very useful to send a confirmation email to everyone,  as a way to confirm any agreements and time tables.

12.   Keep the meeting on FOCUS,  so that you don’t lose control of the agenda and fail to get your questions answered.  It will be up to you to bring the meeting back to the main topic if the client  tends to meander into sidebars.  Make sure the meeting is productive and not a waste of time.

13.   End the meeting on TIME.  Respect the client’s schedule and do what you can to follow the agenda.  The only exception would be if the client is anxious to push forward ASAP and creates space in his/her calendar to spend more time discussing the project.

14.   FOLLOW UP on whatever you agree to do,  within the expected time frame.

15.   Write a THANK YOU LETTER.  If you were invited to meet with a prospective client or reconnect with a previous one,  demonstrate your appreciation in writing.  Get some nice stationery  (time to get your own personalized business stationery printed up fast if you haven’t done so already)  and write a three or four sentence letter.   Drop it in the mail maximum 48- 72 hours after the meeting.

Thanks for reading,

Kim

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Face-to-Face Sales Meeting Primer

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Lucky you,  at last you scored a meeting with the dream client you’ve been pursuing for months.   Or did you get back in the door of a former client and sign on for repeat business?  A meeting to discuss specifics has been called and you can taste the contract.  To make sure that you don’t inadvertently put your foot in it and screw up your good fortune,   herewith is a sales meeting primer that will help your face-to-face meetings produce the outcome you want.  These pointers were developed by Geoffrey James,  author of  “How to Say It: Business to Business Selling”  (2011).  I’ve condensed and edited.

1.    Have a specific GOAL, or list of OBJECTIVES,  that will define the purpose of the meeting.  When the meeting is called to discuss a specific project,  then your goal is to get the information you need to determine how you will meet the client’s expectations and the project  time-table.  You must also determine whether you can do the job on your own,  or if will you need to subcontract some part of it.  A few days before the meeting,  start jotting down questions that will bring out the necessary info.

2.   Create a meeting AGENDA,  which can be that list of questions you’ve come up with.   

3.    Arrive EARLY to the meeting,  15 minutes ahead of time.   Go to the restroom and check your appearance.

4.    Turn off your PHONE.  

5.    Do not TALK TOO MUCH.  Remember that the meeting’s purpose is for you to gather information and for the client to communicate project needs and timetable,  confirm that you are qualified to do the job and get a sense of how it will be to work with you.  By all means,  greet your client with some friendly banter that reveals your authentic self.  A minute or two of social lubricant is necessary to relax everyone.  Just don’t let the chit-chat go on and on.  You are the one who must gracefully segue  into the business conversation.

6.    Don’t be PASSIVE.  Remember that you’ve been invited into the meeting to make a contribution,  to add your expert insights and opinions.  Speak up when necessary.  Ask questions,  provide answers.

7.    Don’t ARGUE with the client.  If your client has a business practice or opinion that seems unusual to say the least,  diplomatically ask what has brought him/her to that conclusion.  There may be a compelling reason that you haven’t thought of.  Be careful not to make the client feel as though he/she is out in left field,  or behind the times  (especially if that is exactly the case!).  

Social media gets all the hype and we all love the convenience of email.  Still,  there’s no way to underestimate the value  of human interaction.  For many conversations,  the telephone is better than email and a face-to-face meeting is the best of all.  Learn how to make the most of your meetings.  I’ll be back next week with more on how to run good meetings.

Thanks for reading,

Kim

Survival Strategies , , 3 Comments

Find the Time to Do What You Must Do

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It is not easy to stay focused and manage one’s time effectively,  especially when Freelancing.   Working from home presents so many opportunities for distraction,  from the laundry,  to the vacuuming,  to the suddenly gross- looking bathroom sink.  How can you avoid letting the household chores fester and still successfully complete an in-house project,  keep an eye open for potential new assignments,  create additional revenue streams that sustain financially during the inevitable gaps in contracts or client slow-pay situations and somehow find time for professional development and networking?  Fear not,  Freelancer friend,  there is a way to keep those plates in the air.

The secret is to prioritize and be resolute about it.  Learn to value yourself and your time.   Allow yourself  to acknowledge and honor those things that you Must Do and things that you Want To Do.  Equally important,   allow yourself to recognize low-priority tasks and have the courage to let them fall to the wayside. 

We all have obligations and preferred activities and we have about 16 waking hours each day in which to act upon them.   To manage time effectively,  become more productive and refrain from burning yourself out,  priorities must be made and adhered to.   Be brave.  Climb into the driver’s seat and decide which activities and people mean the most to you and let those choices guide how you allocate your time.

Where to begin? Start with work,  because that is how you earn money.   Make a time line for important projects and/or goals and create a what you Must Do manifesto.  Draw up an action plan to ensure that all deliverables are in hand by the desired date.  Identify important milestones along the way and reward yourself when they are reached.  This will help you to establish the right things to do and when to do them and that is the essence of prioritizing.

Next,  think about your personal life and what you Want To Do.   Are you married,  maybe with children,  or do you have someone special in your life with whom you want to spend quality time?  Refer back to your project/goal time line and brainstorm approaches to Must Do priorities that can increase the amount of Want To Do time.  You still may not show up at all of your son’s football games,  but you’ll be more likely to be at the important ones. 

 When on a serious deadline you’ll probably be basically unavailable while the pressure’s on,  but with careful planning you’ll meet most obligations  (buy take-out food and consider hiring a cleaning service to get you and the family over the hump during a crazy-busy period).   You might even be able to have the occasional quiet dinner with the family or that special someone,  which will give you some much-needed relaxation and battery-charging.  You might be able to accept an invitation to a good party,  too.

Other aspects of your personal life involve only you and those needs should likewise be honored,  because they are what you Want To Do.   One way to get more things done  is to get out of bed earlier,  so consider going to the gym at 6:00 AM or 7:00 AM.   If you’re really busy,  exercise will help you to stay strong,  focused,  creative and in reasonably good humor.  If necessary,  limit work-outs to 30 – 45 minutes,  so that you’ll stay on your time line,  checking off the boxes of what you Must Do.

Along the way,   it will be necessary to recognize which activities and unfortunately,  people,  are time-wasters and limit or eliminate your exposure.  Toxic and/or time-wasting people should be diplomatically ushered to the door.  You have no time available to indulge  nonsense. 

Social media is yet another potential time-waster.  Limit social media activity  to 30 minutes two to four times a week.  Even if your custom has been to spend  lots of time on Twitter because it could be good for business,   ask yourself if you need to post every day? If the verdict is that you must,  then limit tweet  time to 15 minutes/day.

Finally,  learn to forgive yourself if a few things don’t get done.  Do what is necessary to achieve what you Must Do and Want To Do and maybe let the vacuuming wait a few days.  Celebrate your progress and remember to find time to relax and enjoy time with yourself,  family,  friends and special someone.  Give yourself the gift of work – life balance.

Thanks for reading,

Kim

Professional Development Leave a comment

Business Resolutions for 2013

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Becoming a successful Freelance consultant requires any number of competencies,  in addition to a dose of good fortune.  First,  one must be able to position oneself as an expert in one’s field.   Second,  one must know how to sell that expertise to potential clients.  To create the conditions for success,  it is necessary to maintain expertise in order to maintain credibility;  meet and build relationships with those who will hire or refer you;  promote oneself and the business by being visible in the business community in which one operates;  manage  business finances;  and stay optimistic,  focused and disciplined.

It’s a tall order.  Since we’re at the start of a new year,  I respectfully offer you a few suggestions that you may want to adopt as resolutions that will get you rolling in 2013. 

1.  Make money

Sounds like a no-brainer,  no? Still,  you must get into the no-excuses  mindset and lead your business to profitability.   Review your business model.   Re-evaluate your pricing.   Nurture your referral network.   Keep an eye on expenses.   Figure out which self-promotion activities are most effective in making you visible in the circles that connect you with potential clients and noteworthy peers.  Develop business practices that will encourage clients to give you repeat business and make referrals for you.

2.  Invest in professional development

Education keeps you at your professional peak and introduces you to new and better solutions that you can offer to your clients.  Seek out online courses,  check out the business best-seller lists and select titles that address your business challenges and /or attend a seminar or two.

3.  Connect with influential peers

Get to know other Freelance consultants or other small business owners,  including those who offer products and services that complement your own.   Think about creating an informal advisory board and support network that gives you inspiration and encouragement when you need it (and remember to give as good as you get).  You may find a new referral partner.  You might find partners with whom you can develop mutually beneficial programs for clients or peers,  like a webinar.

4.  Re-evaluate how you promote your business

Social media is here to stay,  so confirm that you’re using what reaches your target audience.  LinkedIn is where you start.  If your clients follow Facebook, Twitter,  Google +, YouTube,  etc.,  then establish your presence and keep the content fresh and relevant.  Budget the time for face-to-face activities such as volunteer boards,  participation in charity events,  speaking at conferences,  mentoring programs and teaching courses.

5.  Value your personal life

Work not only hard,  but also smart.  Establish boundaries and unless you’re on deadline,  give yourself time off.  Take vacations as budget allows.  Stay in contact with friends.  Go to the gym.  Learn how to speak a foreign language or how to arrange flowers,  if that’s something you want to do.  Live your life to the fullest.

Happy New Year and thanks for reading,

Kim

Survival Strategies , ,

Keeping Tabs on the Competition

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Merry Christmas! No matter what business you’re in,  it is important to be aware of the activities of competitors.   We can learn a lot from them,  lessons of  both the what-to-do and what-not-to-do variety.   But be mindful that it is inadvisable to base your marketing strategies and sales stories on what competitors do and say.  Such an approach is reactive.  Your business interests are better served when being  proactive.

In other words,  it’s smarter to be yourself.  That takes a certain amount of confidence,  yet there will be no real success in life or business without a secure and healthy sense of self.  Without that character trait,  one cannot be authentic.  Clients respond best to authenticity.

To help yourself stay true to yourself,  start by acknowledging your strengths and remind yourself of where you excel.  Next,  as you monitor the competition,  rather than obsessing over what they are doing, pay attention instead to what they’re not  doing.  Where and how can you deliver value that clients will value and how can you best package and deliver it?

Another big way to beat the competition is to create a good experience for the client.  Think about how it may feel to do business with yourself.  Do you make it easy? Do your business practices inspire trust and confidence? Are you able to anticipate and show empathy for client needs?

Do some reality-testing  while on an assignment and ask your client this:  “What can I do to make things better,  easier,  faster?”  This little question let clients know that you’re willing to go the extra mile and provide services that make their lives easier.  You’ll  look like a hero,  you’ll strengthen client relationships and you’ll position yourself to grab some all-important repeat business.  You may even tweak your business model if you find out that certain of your practices can be an inconvenience.

If you have friends and family who in their jobs hire Freelancers,  ask them what they’d like to see more of and less of in the vendors they work with.  Ask them about what types of behaviors they consider red flags and deal-breakers.   Ask them if they could hand-craft the experience they have when interacting with their Freelance consultants,  what would it look like?

I’ll let you in on a few pearls that were recently shared with me:

  • Let the client know how you will work
  • Answer frequently asked questions before the  client has to ask them
  • Set up a timetable to let them know when they can expect the deliverables and when key milestones will be reached

Aim to make your clients feel guided and taken care of.  This inclines them to trust you and allows them to relax and know that a professional is in control.  You look like a real pro because you are always a step ahead.  You know how to land the plane,  the project is in expert hands and they look like a genius for hiring you.  This also supports premium pricing because you demonstrate in all ways that you are worth the money.   Ta-dah,  you can and will beat the competition!

Thanks for reading,

Kim

Professional Development , Leave a comment

Four Rs for the Holidays

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Freelance consultants usually have to grapple with downtime that is imposed upon us during the Christmas holiday season.  After the first week in December,  it can be impossible to drag a project to the starting gate.  Clients will either shift into party mode or year-end mode and concentrate on wrapping up their own projects before December 25.  Unless the client is facing a January deadline ( thank goodness I’ve got one of those this year,  even if the project is miniscule),  they will put the brakes on things until after the first week in January and there isn’t a blessed thing we can do about it.

But time is our most precious resource,  unrecoverable when wasted.  So the question is,  how do Freelancers make hay during the Holidays?  In fact,  there is no reason that the Holiday season should be less than productive for your consultancy.  I offer here a few suggestions of activities that will pave the way to a stronger and more satisfying New Year:

Reflect

Use the Holiday season downtime to reflect on the events of the year,  professional and personal.  How do you feel about how things turned out? Did you recognize good opportunities?  Did you have the moxie to create still more opportunities? Were you able to overcome obstacles,  or dodge adversity?  Did you achieve you financial goals? Did you pick up any good clients?  Did you get repeat business? Did you enter into any good relationships?

Take an inventory of your year.  Make a list of what you consider to have been your major accomplishments of 2012.  What fell into place for you,  what ambitious plans did you initiate and carry out? How did you reward yourself for your achievements? How did those achievements impact how you feel about yourself and your abilities? Look for patterns of behavior that put you on the path to either success or frustration.  Find the lessons and make note of what you must and must not do again in the future.

Reposition

Once you’ve taken stock and accounted for successes and missteps,  you will be ready to incorporate the wisdom into repositioning yourself,  or otherwise refining and polishing your image.  While you’re at it,  take an objective look at your website,  your LinkedIn page and other social media and  your printed marketing collaterals.  Recite your standard elevator pitch out loud and listen to how it sounds.  If someone walked up to you and gave you that spiel,  what would be your reaction?

Do your marketing materials and elevator pitch address the concerns of your clients and prospects as we approach 2013 and the Fiscal Cliff? Are you relevant? Maybe it’s time to tweak and present you and your skills in a way that will remind clients that your value proposition remains valuable.

Reconnect

The Holidays can be the perfect time to arrange to cross paths with prospects and former clients with whom you would like to forge or renew relationships and get them thinking about ways to do business with you.   If you read last week’s post,  you may have already sent greeting cards to former clients.  There may still be time to make the rounds of selected late season parties,  where you might get an introduction to a prospect you’ve been trying to meet since first quarter.  Check the websites of the more selective networking organizations and see where you might roll the dice.  Even if you don’t meet The One,  you might meet Another One,  who might be less elusive and ultimately more valuable to your bottom line.

Relax

By all means,  unwind and enjoy yourself.  Spend quality time with family and friends,  but earmark some time to be alone as well.  Dolce far niente,  as the Italians say—it’s nice to do nothing,  as least once in a while and we owe that to ourselves.  Catch up on sleep,  schedule a massage or facial if you’ve got the budget.  Downtime is important as a way to reduce stress and recharge our batteries,  which has a positive effect on our resilience and creativity.  When January rolls around,  you will be ready to take it on in style.

Thanks for reading,

Kim

Marketing , , 2 Comments

Holiday Greetings!

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Freelancers know that our business is only as good as our relationships and our relationships are our responsibility to cultivate and nurture.  One of the ways we do this is by sending December holiday cards to clients.  Show appreciation for the business you’ve been awarded and make this small,  yet important,  gesture that is a good relationship building block. 

Sending physical holiday cards,  as opposed to email greetings or e-cards,  demonstrates that you are a gracious and thoughtful professional,  willing to take the time to properly acknowledge and thank your clients at this special time of year.   When you send to your clients a genuine holiday card,   it shows that you understand and respect business etiquette.  Sending  holiday greeting cards is good for business relationships and for business.

 Holiday cards are an inexpensive and effective marketing tool.  They don’t take much time to write.  Your clients will be flattered to receive one from you.  Many business owners and Freelance consultants do not send December greetings to their clients any more  (or if ever),  so when you make the effort to send the card,  you communicate an important statement about who you are and your approach to doing business.  Sending holiday cards helps to distinguish you from competitors,  guards against your being viewed as just another vendor,  enhances your brand and shows clients that you value them.

When shopping for your card,  take special care to select one that will represent you well and will leave the desired impression with the client.  Because it is possible that you’ll have on your list clients who are neither Christian nor particularly religious,  avoid cards that depict a nativity scene or other Christian imagery,  or cards that contain a religious message. 

Scenes of winter or Poinsettias (for example),  with  “Seasons greetings”  or  “Happy holidays” printed within is the business-appropriate choice.  Spend the money to buy a good quality (but not lavish) card.  A small and tasteful card will be perfect.  Expect to pay about $20.00 for a box of 8 cards.

Next,  consider who should receive a card.  Along with current clients,  you’ll also include any clients you’ve worked with during the year.   I send cards to all clients I’ve worked with over the past five years,  as a way to keep my name in front them and remind them that they have not dropped off of my  radar screen.  Later in the new year,  when they’re thinking of whom to call for a project,  I want my name at top-of-mind,  if possible.  BTW,  it’s good to verify that clients from the past are still in the same posts,  so a visit to the organization website or call to the main switchboard will save you from wasting a card.

If you are a very organized Freelancer and had the foresight to order holiday cards printed with your name and business name back in November  (unlike your Diarist),  personally sign your name to the card anyway and write a brief handwritten message.  Along those lines,  do not use pre-printed address labels.  Keep the personal touch going by handwriting the client’s name and address on the envelope.  Verify job titles and always use honorific titles  (Mr. or Ms.).

Lastly,  get your cards stamped (no religious stamps,  use holiday stamps if available)  and to the post office no later than December 15.

‘Tis the season,

Kim

Administrative , , , , , 5 Comments

The Freelancer’s Dilemma : W2 or 1099

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So we continue with the get-your-house-in-order year-end organization.  This week,  you can think about your tax status in an even more elemental way:  are you a Freelance consultant who is on a very long assignment,  or are you an employee?  The federal government continues its focus on the proper classification of employees and contract workers.  Businesses are cutting back on hiring workers who must be paid benefits and the feds are snooping around.  Improper classification of workers violates the Fair Labor Standards Act (FLSA).

As you know,   Freelance consultants are not covered by federal or state wage or hour laws;  are ineligible for employee benefits such as health insurance and retirement plans; and cannot form or join a union.   Our employers are not required to make any withholding whatsoever and so we do not receive unemployment benefits and no one pays into our social security or medicare accounts,  no one deducts federal and state taxes for us.

The good thing is that we have 100%  of our money in hand when the check arrives and that has probably saved you more than once!  The downside is that we are left with a tax bill,  including self-employment  tax,  every quarter.

Businesses may be totally flummoxed about how to classify workers.  For example,  the Internal Revenue Service may classify a worker as an employee and determine that he/she is entitled to participate in the company retirement plan under the Employee Retirement Income Security Act (ERISA).  State government officials may classify that same worker as an independent contractor when determining whether or not that worker is entitled to unemployment benefits.

There are different tests for distinguishing independent contractors from employees.  A big factor is whether the worker or the company controls the manner in which the work is performed.  The more the Freelancer,  as opposed to the employer/client,  controls where,  when and how the work is performed,  the more likely that an independent contractor arrangement exists.   To further clarify,  individuals who are free to provide services to other clients and are able to sub-contract their work are more likely to be classified as independent contractors.

Other considerations include:

  • Whether the worker uses his/her own supplies and equipment to perform the work wherever it is convenient  (like on a computer in a library,  or a cell phone in a coffee shop).
  • Whether the worker can reject an assignment without  fearing termination of the work arrangement.
  • Whether the worker pays his/her own business and travel expenses.

The above conditions would incline that worker toward classification as an independent contractor.  Whether or not a worker has independent contractor or employee status has huge economic implications for both the employer/client and the W2/1099 worker.  Unfortunately,  in today’s job market,  workers are in a vulnerable position,  regardless of the government’s heightened scrutiny of possible mis-classification.

Very few Freelancers who ought to be classified as employees will turn in an employer who is offering steady work,  particularly if the hourly rate is considered acceptable.   We will put up with a few things to get a reliable check.  If you suspect that you are really a W2 who is treated as a 1099 by a business that wants  (or maybe really needs)  to save money,  look at the big picture.

Are you happy working there?  Is the money good?  Is the work good for your CV and the name good for your client list? Are you able to squeeze in work for other clients  (with or without that employer’s knowledge)?

Without exactly letting on that you know the employer is breaking the law,  you might be able to bargain for a few perks,  such as less face time in the office,  or perhaps a shot at working on better projects.  It’s a touchy situation and you don’t want to kill the golden goose.  I’d probably speak with an employment attorney to figure out a strategy.  You don’t want to lose either a regular revenue stream or a reference.  Chalk it up to what one does to remain in business.

Thanks for reading,

Kim

Administrative , , , 2 Comments

2012 Year End Tax Planning

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OK folks,  it’s time to think about what  to do before December 31,  so that you can reduce your tax burden.  If you retain an accountant or a business and tax attorney,  make an appointment to discuss year-end tax planning.  You will have a few of the following issues in mind:

Full deduction vs. Depreciation

Depending on how much money you’re on track to make this year and your ability to reasonably project earnings for next year,  you will either make purchases before December 31,  or wait until after January 1.   Further,  you will either take the full up-front deduction on business equipment,  or depreciate business-related purchases and spread the deductions out over several years,  to soften the tax bite on future earnings.

If you did well financially this year,  you’ll probably take the full deduction on business equipment such as your new computer,  printer,  scanner and/or smart phone this year,  to add more expenses to charge off against gross earnings.   But if subsequent years appear more financially rosy,  then use the depreciation method and spread those deductions forward.

Remember all selling expenses

With the passage of time,  it is easy to allow a few expenses associated with generating revenue to get lost in the shuffle.  Did you attend a professional development conference this year,  or take a course?  Did you buy business books?  Pay to attend networking meetings?  Pay dues to join the chamber of commerce or Rotary club? 

You may deduct these expenses.  Proper labeling and immediate filing of receipts and posting of expenses into QuickBooks,  Excel or even an old-school ledger ensures that you will take all legal deductions in the quarter where they should be documented.  Make it easy for yourself to take advantage of every allowable deduction.  If you have not been on top of this stuff,  start looking for receipts now,  before you get tied up with Chanukkah and Christmas,  and record the transactions,  so you’ll be all set for the January 15 quarterly tax filing.

Retirement plan contribution

Especially if you had a good year,  make the maximum retirement fund contribution.  If you are 50+ years old,  or will celebrate your fiftieth birthday on or before December 31,   you are eligible to make the catch-up contribution of $5, 500.00 maximum.  If revenues generated were not stellar,  try to make the largest retirement fund contribution you can manage  (if you can manage). 

It’s not always possible to set money aside for retirement,  unfortunately.  Making money is often difficult,  slow paying clients ruin cash flow and living  expenses are rising.  It’s been reported that 40%  of the self-employed have no retirement funds available.   Many drew down to stay afloat while re-engineering  professionally,  following a lay-off.  Others used retirement money to launch their business enterprise.   As a result,  the retirement fund deduction is much underutilized,  according to the IRS.

Home office expenses

If your fancy smart phone or land line with bells and whistles are dedicated to business,  then you may fully deduct their purchase and monthly billing charges.  Ditto for your office supplies,  internet connection and other office expenses.  You may also deduct a portion of your heating and electricity expenses  (based on the square footage of your office space as a percentage of your living space).

Create boundaries

The fail-safe way to keep track of business expenses is to open up a separate business checking account and maintain a business-only credit card and thus separate your business and personal spending.  Automatically,  there will be a record of all business expenses.  Most business credit cards will provide a year-end summary of charges,  to help you along  (AmEx does this regardless).

Before the year ends,  get your arms around your business expenses,   allowable deductions and the impact on your tax burden.  As millionaires know,  it’s not just what you make,  but also what you keep.

Thanks for reading,

Kim

Marketing , , 6 Comments

Guerilla Market Guru

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We’ve made it through a very competitive presidential election and we witnessed quite a battle.  The President remains in office because he was the more strategic.  He ran the better campaign,  he had the better ground game,  his get out the vote initiative was superb.  In sum,  President Obama had the better marketing plan.

He didn’t execute as ruthlessly as political strategist Dorie Clark recommends (see the October 30 post),  but he took full advantage of a few key situations,   most notably the well-timed  (for him, anyway)  Hurricane Sandy.  He hopped onto Air Force One,  landed in hard-hit New Jersey (what an entrance!),  reassured numerous devastated and frightened residents and in the process,  managed to have sworn nemesis Governor Chris Christie eating out of his hand,  all with the TV cameras rolling.  New York City mayor Michael Bloomberg,  officially an Independent but really a Republican,  went so far as to endorse the President for re-election.  Talk about fortune smiling.

So the 2012 presidential campaign provides a blueprint for Freelance consultants who are trying to survive and thrive as the economic assault on the middle and working classes continues.  The only possible way to keep your business alive is to survey your unique set of circumstances and leverage all resources to strengthen your position.

One major factor in competing strong in a weak economy is remaining visible.  Longer lapses between assignments,  especially when combined with the insult of smaller projects and fewer billable hours,  are a dynamic that slashes your available money.  Yet one must do all that is possible to preserve the marketing budget,  for that is when we need it more than ever.

When marketing on a limited budget,  be very objective.  Review your marketing strategy and make sure that activities align with current conditions in your business environment.  Contact media outlets that have been just beyond your reach and inquire as to what your budget will support now.  I’m willing to bet that there are deals to be had.  Also,  advertisers can expect to receive some editorial space,  so when you purchase an ad,  expect at some point to be asked to give quotes or even write an article that will showcase your expertise.

Evaluate your core message and verify that it addresses what clients are most interested in when they consider hiring for your service category.  Be aware that client budgets and priorities may have shifted along with the economy.  Examine your website and print collaterals.  Sometimes a client will check you out before calling,  so make sure to communicate a message that will optimize every potential opportunity.

To both improve your reach and save on your marketing budget,   review your social media strategy.  Perhaps this is the time to explore Google + and figure out how it can help you engage clients and prospects,  or at least keep you visible in the best ways.  Google + invites client interaction,  making your marketing a two-way conversation that can enhance your brand by showcasing you as a trusted adviser and authority.

On the traditional media front,  write and distribute press releases to announce your participation in any business-related public event.  Oh yes,  and do make sure that you schedule yourself to speak at conferences whenever possible and conduct workshops and take on teaching opportunities.  Call your local adult learning center,  community college and neighborhood business association to figure out how to get on teaching and speaking calendars.

It is also very important to maintain good relations with current,  or previous clients.  Just last week,  as I finished up with a client meeting,  one of the principals asked if I’d mind if her daughter called me.  The daughter is a dancer with a mid-sized company that needs marketing strategy and PR work.  That meeting itself was the result of up-selling services that expanded billable hours with the client.

Superior service and excellent relationships matter more than ever in a highly competitive business environment.  Christmas and Chanukkah are coming.  Plan to send holiday cards to all clients you’ve worked with in the past five years.

Devise marketing moves to position your consultancy to win as much available business as possible.  Be a fierce competitor not by spending more,  but by being shrewd and recognizing opportunities.   Make every marketing move strategic and create good luck.  Only the strong and the lucky will survive and thrive.

Happy Thanksgiving,

Kim