Make Money From Your Skills and Knowledge as a Consultant (Part 2)
In my previous article I talked about setting up as a consultant and how this can be a great way to capitalize on your work-related skills and experiences.
I discussed the range of opportunities for self-employed consultants and how to research the market and establish a strong personal brand. This time, I’ll be focusing specifically on how to market your consultancy business.
I’ll start with a time-honoured method…
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Using a Mailshot
This is the traditional approach to marketing a service to businesses and still has many attractions. You will need to compile a list of potential clients you wish to target, perhaps using business directories and/or the internet. It is then a matter of putting together a package including a letter and maybe a brochure as well, along with any other enclosures you deem appropriate. A reply-paid envelope, for example, will often boost response rates.
The more modern approach is to use email. This has various advantages, the most important being that it is quicker and cheaper. Email marketing is typically used for establishing initial contact with a prospective client, to be followed up with written information and/or a phone call if any interest is expressed.
This method does have the drawback that you may not be able to find email addresses for all the businesses you want to target. In addition, many business people are inundated with emails, and other things being equal are less likely to read them than messages that arrive in the post (and if they have spam filters, they may not see your email at all). Nonetheless, when you are starting out, an email campaign has much to recommend it, and there is nothing to stop you following up with a mailshot and/or phone call later.
The Seminar Method
This can be a great way of making money as a trainer, and it can also help you land consultancy clients. Right now, due to anti-Covid measures, it is difficult to apply in the traditional way. Sooner or later, however, normal times will return and these measures will be relaxed. So I will set out the bare bones of the seminar method here.
The idea is that you arrange seminars or training sessions in your specialist subject, typically lasting a day or half-day. You book a room in a hotel or conference centre for this purpose and advertise your seminar through emails and/or mailshots sent to likely prospects.
A reasonable target for your first seminar would be 10 to 20 clients. You would need to pay the hotel a room hire fee of £50 to £100, and there would also be some publicity and promotional costs. An initial budget of around £400 would probably cover all of this.
If your clients pay £100 each, with the numbers mentioned you would be looking at a gross return of £1000 to £2000. Assuming – as mentioned above – you spent £400 on setting up and running the seminar, that would leave you £600 to £1600 clear profit.
That’s not a bad return in itself, but the big attraction is that if some clients are impressed by your expertise, there is every chance they will want to engage you for other services as well, from in-house training to mentoring and consultancy. If this becomes an ongoing arrangement you will have a source of regular income, and may be able to charge a monthly retainer for your services as well.
The seminar method is an under-used approach among trainers and consultants, yet it has huge money-making potential. While it would be difficult to apply at the present time, you could certainly adapt it to the online world (see below). For example, you could set up an online seminar using video-conferencing software such as Zoom or GoToMeeting. You could even create a web-based course in your specialist subject using a service such as Teachable.
Either way, in addition to whatever fees you charge, you would be building a pool of potential clients for your consultancy service as well.
Online Marketing
The internet is, of course, a massive boon for entrepreneurs. Used the right way, you can attract a never-ending stream of clients and potential clients by this means.
As I said last time, your website is an essential tool for this. If you take the time to create a good-looking site with quality content, in time you can expect to start attracting search-engine traffic. In other words, people looking for a consultant or trainer in your niche will see your site listed high in their search results and hopefully click through to find out more.
It will take a bit of time for your site to be listed in the search engines, and longer still for it to achieve a high ranking for your target keywords. You can, however, assist this process by using search engine optimization (SEO). This is a huge topic in itself, and I recommend looking online for more information. Search Engine Journal is a good place to start.
Here, though, are a few basic SEO tactics you can use to start boosting your rankings…
- Share links to your site on social media such as Facebook, Twitter and Instagram.
- Comment on blogs and websites relevant to your field of expertise, with links back to your site. You could offer guest posts to the owners of these sites as well.
- Add a blog to your website, in which you talk about relevant issues and share helpful tips.
- Join online forums and put a link to your site in your signature text (not all forums allow this, though, so check their guidelines first). Put a link in your email signature as well.
You could also consider self-publishing a short ebook on your specialism and give it away free from your site and/or sell it cheaply as an Amazon Kindle ebook. Again, link from your ebook back to your website. Not only will this assist with your search engine ranking, it may also bring you some clients directly.
SEO can work well over time, but if you want to get up and running faster you could consider paid advertising. One method that can bring results very quickly is Google Adwords. These are the small ‘Ads by Google’ that appear in search engine results and on related websites.
The method generally used to charge for these ads is ‘pay per click’ (PPC). In other words, you pay a set sum to Google every time someone clicks on one of your ads. You can choose the keywords that trigger your ads, and set a maximum you are willing to pay for them. The more you bid, the more prominently your ads will be displayed.
Google Adwords is a powerful tool for bringing targeted prospects to your website. For more information and to sign up, visit www.google.com/adwords.
Finally, there are websites where you can advertise your services and connect with potential clients. Job auction sites such as Guru and Upwork are one possibility, with many thousands of projects posted by would-be clients. You are unlikely to be able to earn top rates via these platforms, however. There is a lot of competition, and as they are international you will be up against people in low-wage economies whose overheads (and fee expectations) may be much lower than yours. If you are looking to gain experience and testimonials they may be worth trying, but they shouldn’t be your first port of call.
A better bet may be sites aimed specifically at connecting consultants with potential clients. One of the more established websites in this field is The Consultant Hub. Joining costs several hundred pounds (tax deductible, of course), but for that you get access to thousands of unadvertised consultancy opportunities, an individual profile page on the website, membership of a private online forum, and access to training and networking events.
More Top Tips
Finally, here are a few more tips for building your training and consultancy business…
- Prepare a short pitch that answers the common question, ‘What Do You Do?’ Try to have a core message that can be summed up in one sentence, e.g. ‘I help small business professionals promote their products and services to people who need them.’
- Keep up to date with your specialist subject. Join the relevant professional organization/s, read the latest books and journals, and subscribe to authoritative blogs and websites in your niche.
- At the end of any training or consultancy session, ask for feedback. Not only will this give you valuable information on areas where you can improve, positive comments may be useful for testimonials (with the client’s permission, of course).
- Listen carefully to what clients tell you about their businesses and any areas where they are having problems. This is priceless market research, and may suggest new services you can offer in future.
- Build links with consultants and small businesses with expertise in areas related to yours. For example, if your specialism is copywriting, you might want to link up with a graphic design agency. As well as helping your clients by introducing them to other professionals with skills they need, you may be able to negotiate referral fees.
- Keep in regular touch with clients, and let them know about any new services you may be offering. Typically 80% of your business will come from repeat clients, so be sure you stay on their radar for the next time they need someone with your particular expertise.
In Conclusion
Selling your skills and knowledge as a mentor, trainer or consultant can be both enjoyable and lucrative. You can work from home, and full-time or part-time as you prefer. This can also be an ideal opportunity for older people who may be looking to reduce their working hours while still earning a decent income.
The work is varied and interesting, and you will have the satisfaction of sharing your skills and experience with people and businesses who can benefit from them. And with many companies relying increasingly on freelancers to help keep overheads low, there has seldom been a better time to get into this field.
Good luck, and happy consulting!
Disclosure: this article includes some affiliate links. If you click through these and make a purchase, I will receive a commission for introducing you. This will not affect the service you receive or the price you pay.