Recently I had the opportunity to meet a one-person
business owner who "commanded" high fees, was held in great
regard by his colleagues and peers, but wasn't making the
money his skills and reputation would have warranted.
The clues were evident: too quick to come way down on his
fees, taking work outside his primary skill area, being
cranky with his low fee clients who didn't understand or
appreciate his skills and contributions, not going to his
professional association because the meeting costs were too
high, not following through with former clients because he
hadn't done anything worth sharing with them, his minimal
web site hadn't been updated in ages and didn't have much
copy that would sell anyone anything, the list could go on
and on.
In short, he was selling himself short, just to get work,
and then getting resentful of the work he had, and the
clients he was working with.
Of course this doesn't have much to do with you, right? (It
did with me for much too long!)
Just in case, let's use him, I'll call him Mike, as an
example of what he could do to turn around his business and
quickly start making real money.
I suggested Mike could do three simple things to turn his
business around: be better known and connected with
potential clients and colleagues, build a web site that
helped sell him and his services, and develop a system for
keeping in touch with former clients, or prospects that
hadn't used him, but were interested in his work.
Get Better Known By Clients and Colleagues:
The classic marketing methods most one-person professional
services business owners use to get better known are
speaking to service groups or associations, writing
articles or position papers, and networking.
As you might guess, Mike had quick objections to all of
these. He compared networking with trying to break into the
dating scene in high school.
Many of us feel the same way. It's hard to meet a group of
strangers, say your spiel, listen to theirs, and then find
another group of strangers and repeat the process.
Instead of traditional networking, I suggested Mike focus
on getting better known by two groups of people: potential
clients and colleagues.
He needed to join an organization where his potential, full
fee clients would hang out. Then, he needed to not only to
show up at the meetings, but get involved.
Mike, like many professionals, was really a pretty shy guy.
Meeting lots of strangers and making small talk wasn't his
primary skill area. To give him a "commanded" space in the
organization, he needed a defined role, a reason for being
there. So, he joined a committee and volunteered to
contribute to the annual fund raising campaign by donating
some of his professional services.
He was quickly chairing the committee as his new associates
saw his level of expertise and the quality of his
contributions. It soon became a wonderful showcase for what
he does in his business and what a difference he could make
in their businesses.
At the same time, Mike started attending his professional
association meetings. He was seen as a senior member of his
profession, his colleagues just hadn't seen him in a while.
He was nonplussed when one long-time associate remarked
that he didn't realize Mike was still around.
Mike offered to help mentor newer members, and those just
entering the profession. He's been asked to present at a
meeting later this year, and work on the committee to
develop a formal mentoring program.
The side benefit from these simple steps, two meetings a
month, less than $100 for both, has been renewed energy in
his work, and a realization that colleagues and clients do
value what he does.
Finding the Right Groups to Join:
The first step Mike had to do, and you do too, is to find
the right group to join. Check out the following resources
for groups where potential clients would be.
Attend a few different meetings to find the group that will
work for you.
=> Scan the meetings section of your local Business
Journal. It's available in many larger metro areas, at
newsstands, by subscription, in the library, and online.
=> Look for the calendar in the business section of your
local or metro-area newspaper. There is almost always a
phone number for more details. Check out the organization
online before you go.
=> In smaller towns, the Chamber of Commerce may be the
happening organization to join.
=> Look for a leads group. BNI, or The Executive
Association, are two that are found in different parts of
the country.
=> For local professional associations, check out the
national association on the Web. Most will have a listing
of local chapters, with contact information of the
president, membership chair, or executive. Again, attend a
few meetings before committing to the one that will work
for you.
Volunteer to Help After You Join:
=> One of the best committees to join is the Membership
Committee. It gets you in front of lots of other new
members, gives you a good reason to talk with anyone, and
you can initiate a meet and greet at the door for regular
meetings so you can meet all the attendees, members or not.
=> Speakers and event planners find the program committee
a great place to serve. They have lots of resources for
future programs, can be seen as a hero if a last minute
replacement is needed, and gets them meeting other meeting
planner types.
=> The marketing or newsletter committee is often a good
target for marketing consultants, graphic designers, or web
designers. Even if you don't join this committee, you can
offer an article, write up an event, or be featured for
your expertise, or hobby.
=> Take responsibility for a specific activity or part of
the committee you've joined. Download some responsibilities
from the chair, and be seen as a hero.
Any and all of the volunteering you do can serve as a way
of showcasing what you can do for potential clients.
They'll get to know you, see how you work, and what you do
that makes a difference. The more people who get to know,
the more likely you'll be considered when work in your area
becomes available.
People want to work with professionals they know, like, and
trust their work.
The final step? Keep going. Don't flit from one
organization to another, one group to the next. It takes
about six months of steady showing up for other members and
guests to see you as a resource that will be there when
they need you.
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Need to get your small business more strategic, organized,
automated? Click here => http://www.1PersonBusiness.com for
Pat Wiklund's complimentary introductory course on How to
Run a One-Person Business Without It Running You.
