According to an old saying, You cant get fired for hiring IBM.

Well, those days are long gone. Today, clients make the best choices, not the best-known choices. The name on your business card may get you in the door, but todays clients are seeking talent, not firm names. The competition for new work is not between firms, but between people and their ideas. Your marketing must convey more than buzzwords; it must tell the full story of the talents and potential benefits you can offer clients. Guerrilla marketing extends beyond selling and completing projectsit applies to everything you do. Your firms name, its services, methods of delivering services, pricing plan, the location of your office, and how you promote your practice are all part of guerrilla marketing. And there is much more, including the clients with whom you choose to work, how you answer the telephone, even how you design your invoices and envelopes. The object of guerrilla marketing is to build and maintain profitable relationships, not merely to get clients. As a consultant, you face a vastly different challenge than those who sell cereal or toothpaste. You are the product and, unlike a bottle of mouthwash, your services are expensive, intangible, and sold before they are produced. Your success hinges on the relationships you forge and the quality of your work. You must focus all your efforts on those factors: Its your guerrilla mission. Everyone you deal withespecially your clientsmust be convinced that you will always deliver what you have promised.

Traditional Marketing
Central to the business Fuzzy message Consultant-focused Invest money Build brand identity Enhance revenue Create media perception Tell and sell One size fits all Take market share

Guerrilla Marketing
Is the business Focused message Insight-based Build intellectual assets Build client relationships Enhance profit Reveal reality Listen and serve One size fits none Create markets

Clients and prospects have zero tolerance for marketing fluff, but a deep thirst for ideas that can help them. Selling services is not just about price, qualifications, or your firms long string of success stories. First and foremost, it is about the insights and ideas you bring to clients. If you cant provide great ideas, you might as well stay home.

SIX PRINCIPLES OF GUERRILLA MARKETING FOR CONSULTANTS

Principle 1: Insight-Based Marketing Wins Your insights into an industry, a discipline, or a specific company should be the fuel for your guerrilla marketing plan. Your qualifications may get you that first client meeting, but the ideas you propose will be your strongest selling points. Clients also ignore jargon-rich and content-free messages. They have become desensitized to such messages and skeptical about whether they reflect reality. Consultants are often hesitant to disclose their best insights in their marketing materials. However, insights are the guerrillas ultimate weapon. They cut through the marketing morass. Frame your marketing to help clients resolve urgent, substantive issues. Give them original, insightful, and valuable ideas at every step of the marketing process. Dont be afraid that you will give too much away before you are hired. Howard Aiken, co-inventor of one of the worlds first computers, advises, Dont worry about people stealing an idea. If its original, youll have to ram it down their throats.

Principle 2: Guerrilla Marketing Is Cohesive and Coordinated Guerrillas employ a wide assortment of marketing tactics to send cohesive messages to targeted clients. They use their Web sites, newsletters or zines, speeches, research and survey reports, presentation materials, proposals, endorsements, testimonials, references, and even their letterhead and business cards. Unless your marketing strategy is well integrated and all elements are coordinated with each other and your overall plan, they wont get the job done. Each of your marketing approaches must support, reinforce, and cross-promote the others. Your goal is to imprint multiple, positive impressions on clients in your target markets. The right mix of marketing tactics working in unison will create an overall market impact that is more potent than the sum of its parts. Reference your articles and Web site in your proposals and your research in direct mail and speeches. Design your business card and Yellow Pages ad to promote special features of your practice. If your firm specializes in improving warehouse workers productivity, highlight that fact; or if strengthening employee attitudes is your forte, showcase it in all your market communications. Principle 3: Consulting Is a Contact Sport Relationships are the lifeblood of a consulting practice. Most consultants spend considerable time in contact with clients but fail to build enduring client relationships. Forging long-term relationships can take months or even years. Guerrillas invest in building those relationships as the core of their marketing strategy. GUERRILLA CONSULTING RELATIONSHIPS ARE BASED ON . . . Mutual respect and trust Deep knowledge of the clients business Straight talk, honesty, and objective advice Multiple interactions over time Personal chemistry Value for client and consultant To meet client needs, rely on a cadre of trusted associates who can fill in project gaps. Nonclient relationships with colleagues, suppliers, past clients, and even your competitors can provide a competitive advantage. Treat them with the same care as clients . . . plus, they may become clients or refer business to you.

Principle 4: High Tech Is for High Touch Guerrilla clients expect every consultant to be technologically advanced. Clients dont want yesterday, they want tomorrow; and technology is the gateway to tomorrow. Tip the competitive scales in your favor by integrating powerful, low-cost technology into every aspect of your practice, from gathering business intelligence to marketing, billing, and revenue generation. Use technology to manage and simplify your practice, strengthen client relationships, reduce reliance on high-priced specialists, and promote your practice, guerrilla style. Principle 5: Focus on Profits, Not Fees

Principle 6: One Size Fits None

Tailor your marketing as if you were crafting a custom suit. Start with the basicsa vision for the business, your value proposition, and the markets you will pursueand then shape the details. Meet the precise needs of your clients and the market. Strike a balance between building on your existing business and attracting new clients. Adjust this balance as your practice matures. Create a marketing plan. It will force you to examine each project in detail and confront the tough issueswho are your clients, what do they need, and what can you do for them? As Harry Beckwith notes in What Clients Love, Planning teaches you and your colleagues about your business . . . writing a plan educates you in a way that nothing else can.

Once you sift through your options and make critical marketing decisions, identify and launch the guerrilla marketing weapons that will move your practice in the desired direction. After you get started, you can broaden your plan or embellish it with analyses, charts, and appendixes. Capitalize on your passion. Helping clients is the core of the consulting business. Your passion for serving clients must drive you to jump out of bed each morning and make you burn the midnight oil. Passion inspires others and makes them want to support

your efforts and sing your praises. Without passion for the profession and genuine enthusiasm for solving client problems, the demands of the business will quickly overwhelm your best-laid plans for success. SECRET 4: OFFER A GUARANTEE Most consultants get convulsive at the thought of offering clients any kind of guarantee. Consultants are notoriously conservative because they fear that uncontrollable elements such as client executive turnover, a clients surprise merger with another company, or even bad weather might derail their best-laid plans for a project. The possibility of financial ruin causes even the most confident consultants to avoid guarantees. The guerrilla understands this dynamic and uses it to competitive advantage by offering an up-front guarantee of client satisfaction. When all other things are equal, a guarantee will send consulting work your way. A guarantee also motivates consultants and clients to nail down objectives and responsibilities at the outset of a project so that everyone understands what must occur for the client to be satisfied and the consultant to be paid. A guarantee should be a two-way street. If a consultant is willing to waive fees or provide other considerations if the client is dissatisfied, the client should be willing to increase the fee if the consultants work exceeds expectations. For a guarantee to work optimally, both client and consultant must have a stake in the game. Consider this: Among the top criteria that clients use to choose service providers is their guarantee to deliver as promised. In consulting, there is an implied guarantee that certain results will be attained. On many projects, clients hold back part of the consultants fee until the project is completed successfully. So in effect, clients create a guarantee that they will get what they pay for.

A guarantee can put you at the top of the clients list for consulting projects and, in reality, doesnt significantly increase your financial risk. And, as a bonus, you are entitled to ask for additional fees if the results exceed expectations. Clients no longer hire consultants solely because of a firms brand

name, advertisements, or direct solicitations, such as cold calls and direct mail. Instead, they turn to their networks of colleagues and the Internet. And they usually know quite a bit about you before they contact youparticularly about your qualifications to help them. 4 Clients use initial discussions to see how well you listen and grasp their situation, not to learn how big your practice is or how many clients you have served in their industry. Exploratory client interactions are testdrives. Dont waste your time trying to figure out how to sell to clients, but be prepared to show how you can help them. Since many clients think consultants are trying to sell to them all the time, disarm and surprise them. Dont sell, but show them the benefits you have to offer. Clients gravitate to consultants who effectively demonstrate their capabilities and show the value they can add to the clients business. They ignore consultants who merely assert their qualifications with ambiguous marketing statements, glossy brochures, or Web sites. The assertion-based approach cannot compete with a value-based sales process. SECRET 9: TOSS YOUR BROCHURES OUT THE WINDOW The question isdo your marketing materials (for example, your brochures) communicate the power that your intellectual assets can give clients? If not, you might as well toss them out the window. For guerrillas, the boilerplate approach to brochures, Web sites, and service descriptions is dead. Instead, guerrillas tap into the repository of the firms intellectual assets to produce highly tailored materials that are responsive to the unique needs of each client and provide the basis for a substantive dialogue on the relevant issues. If you lose a client, it may produce an immediate financial impact. If you lose a great consultant, you lose a lot more than money. You lose a portion of your ability to sell and deliver projects, you lose your investment in training, and you lose the client relationships that the consultant built. And dont forget the high cost of recruiting and breaking in a new consultant. SECRET 11: CLIENT LOYALTY IS AN OXYMORON Regardless of the strength of the relationship, clients look for increasingly great work by incumbent consultants. In effect, your own flawless delivery raises the bar for your next proposal. The guerrilla

pulls out all the stops when proposing new work to an existing client by using every scrap of intelligence and every relationship in the clients organization to blow away the competition. As an incumbent, any proposal you submit for new work must prove that the depth of your previous experience increases your value to the client. Otherwise, you can easily lose any competitive advantage. Guerrillas understand that we are in an era of 24/7 marketing. Clients will not take notice of your practice unless you continuously promote it. Your business will eventually stall if you think, Well focus on marketing after we finish this project. Marketing must be a daily activity with the same high priority as performing your work for clients. There is no on/off switch in a guerrillas marketing program. Your marketing plan is more important than your business plan; it can mean the difference between building a successful practice and finding yourself in the unemployment line. Consider the following ten marketing goals: 1. The specific clients you hope to attract 2. Ideal projects youd like to complete 3. The steps you should take to become a better consultant 4. Your charitable contribution or pro bono goals, such as volunteering to serve on a committee for a community service organization 5. Your industry contribution goals, such as writing a topical article for an industry newsletter, speaking at industry conferences, or helping to organize a seminar in your field 6. The number of new relationships you want to forge 7. Improvement of your market visibility by developing a new publicity campaign, updating your Web presence, or undertaking a survey or poll on a topic of interest to your clients 8. Your financial goals, such as revenue, profit, and growth 9. Your life/balance goals, such as scheduling nonnegotiable vacations, setting a monthly limit on client service hours, or starting a new hobby 10. New service areas youd like to develop, which might mean expanding the scope of a service you currently offer, adding capabilities to your practice by hiring new people, or building new services GUERRILLA TIP:YOU CANT DO IT ALL You cant be an expert at everything, so dont try to be all things

to all clients. Focus on doing a few things and do them exceptionally well.

NINE DIFFERENTIATORS THAT DO WORK Distinguish yourself by focusing on how you will provide benefits and insight for clients. Zero in on clients needs and give them solutions, not slogans: 1. Category authority. Nothing trumps the power of undisputed competence. The market embraces experts far more quickly and rewards them with higher fees than jack-of-all-trades consultants. Most people dont call a general contractor to fix a plumbing leakthey call a specialist, a plumber. Similarly, a client who wants to develop a plan for employee retention is more apt to look for help from a consultant with relevant expertise than from a generalist consultant. 2. Simplicity. Some consultants get so enamored with the elegance of their solutions that they fail to make sure that clients understand the offering and feel good about buying it. If you are proposing a complex service, show it to the client in small pieces, instead of in one overwhelming chunk. Support each part of your proposal with white papers, in-person meetings, and case studies. Recognize that it may take clients time to comprehend the brilliance of your ideas. Be patient, expect multiple interactions, and educate clients at their speed, not yours. 3. A real guarantee. As suggested earlier, offer your clients a tangible guarantee such as that turnover will decrease by 10 percent or that production capacity will increase by 7 percent. A few words of caution: If you offer a guarantee, make it simple and easy for all parties to understand. A guarantee that looks like a piece of congressional legislation loses its punch. 4. Giving something away. In the early stages of relationships, clients continually size up their experience with you. Move relationships forward and demonstrate the power of your practice by offering a complementary seminar, a telephone briefing, or a research report that could benefit the client. A wine industry consultant periodically holds an open house for wine company executives, where they discuss pressing issues. The consultant does not charge for this service, andWHAT ARE YOUR STRENGTHS? discover the areas where you can stand out in the crowd, you must identify your strengths. What are you really good at helping clients

achieve? What can you help them increase, reduce, improve, or create? Maybe you can help clients create new products or services, improve the quality of the information they use to make decisions, or reduce employee turnover. When thinking about these questions, you might find it useful to look at the list of possible drivers of consulting value in Chapter 17 see Table 17.1). Reflecting on your strengths will help you differentiate yourself from the competition. It will also help you clarify the specific clients you want to target in your marketing. WHAT ARE YOUR STRENGTHS? discover the areas where you can stand out in the crowd, you must identify your strengths. What are you really good at helping clients achieve? What can you help them increase, reduce, improve, or create? Maybe you can help clients create new products or services, improve the quality of the information they use to make decisions, or reduce employee turnover. When thinking about these questions, you might find it useful to look at the list of possible drivers of consulting value in Chapter 17 see Table 17.1). Reflecting on your strengths will help you differentiate yourself from the competition. It will also help you clarify the specific clients you want to target in your marketing. HITTING YOUR TARGETS Carefully choose the market(s) you wish to serve and those you will ignore. Then relentlessly pursue the market(s) you select. Some consultants try to be all things to all clients and end up squandering their marketing resources because they lack market focus. The guerrilla aims, not at a mass market, but at targeted markets that use consulting services. It is easy to target too broadly. Some consultants serve the small business market, but find it impossible to provide compelling offerings to so broad a group of clients. If you target small businesses, narrow the field to a few segments and build your presence with those segments. Guerrillas build their plans around seven sentences: 1. Sentence one explains the purpose of your marketing. 2. Sentence two explains how you achieve that purpose by describing the substantive benefits you provide to clients. 3. Sentence three describes your target market(s). 4. Sentence four describes your niche. 5. Sentence five outlines the marketing weapons you will use. 6. Sentence six reveals the identity of your business. 7. Sentence seven provides your marketing budget.

The following three sample marketing plans illustrate how to incorporate these seven points in your plan. Sample Marketing Plan 1: Spinnaker Consulting The purpose of Spinnaker Consultings marketing program is to make Spinnaker the leader in selling high-profit services to the worlds major boat manufacturers and boating suppliers. This will be accomplished by positioning Spinnaker as the industry expert in helping clients accelerate manufacturing operations, improve sales processes, and boost product profitability. Our target market is the chief operating officers, sales executives, and manufacturing executives of the 50 largest boat manufacturers and their suppliers. The firms niche is to provide practical, actionoriented advice that guarantees clients will achieve improvement in profitability that exceeds Spinnakers professional fee. We plan to use the following marketing tools: A Web site that promotes Spinnaker and provides resources for our clients Go FOR SAMPLE MARKETING PLAN ON PAGE 43

YOU MAKE THE CALL Everyone knows that the telephone figures prominently in many aspects of marketing. But it is worth a slight detour to talk about the most effective uses of this tool. Placing cold callsunsolicited telephone calls to unknown people to try to drum up business is uncomfortable for most of us. Consultants dont like to make cold calls, the person on the receiving end doesnt want to get them, and the response rate is low. Yet some professionals swear by the technique. One tax accountant reports a good response rate for cold calls made to businesses close to tax time. You may find cold calls effective in limited situations. If you have sent a direct mailing to clients you dont know about an upcoming seminar, you might follow up with a call to find out if the recipient plans to attend. For the most part, though, cold calls are a waste of time. By contrast, warm calls based on referrals or to follow up on contacts made at conferences, speeches, or other events are an easy, effective, and low-cost way to keep your firms name fresh in prospects minds. Also, you should regularly call those in your professional network and in your firms client base to follow up on articles you have sent, discuss your most recent report, or invite them to events. To avoid bugging clients and contacts, call infrequently, but have consistent plan to keep in touch. Rehearse calls in advance and keep them short and to the point. Keep a log of your calls and document the issues you discuss. Dont try to sell on the telephone; use your calls to stay on the radar of clients, prospects, and colleagues. WHY YOU NEED A GREAT WEB SITE When a potential client can access the archives of the Smithsonian Institute, the Library of Congress, and the complete works of Leonardo Da Vinci using a mouse and a browser, they are unlikely to be satisfied if their review of a consultants Web site turns up nothing but marketing babble. Potential clients expect consultants sites to look and feel professional, with insightful content that helps them understand whether you and your firm can help them.