Some Pragmatic Lead Generation Methods for Consulting Firms

by Tom "Bald Dog" Varjan, Organisational Provocateur

After having seen firms cold-call to land new business after five plus years in operation, I thought I compile a little list of some pragmatic lead generating methods.

The problem with most ads, brochures and web sites most firms use is that they are institutional and self-aggrandising, that is, "Here we are, look at us how nice we are". The problem is that nobody really cares.

Here is a section from Claude Hopkins' masterpiece, "Scientific Advertising", the Holy Grail of marketing:

"Remember the people you address are selfish, as we all are. They care nothing about your interests or your profit. They seek service for themselves. Ignoring this fact is a common mistake and a costly mistake in advertising.

Ads say in effect, "Buy my brand. Give me the trade you give to others. Let me have the money.

That is not a popular appeal.

The best ads ask no one to buy. That is useless. Often they do not quote a price. They do not say that dealers handle the product.

The ads are based entirely on service. They offer wanted information. They site advantages to users. Perhaps they offer a sample, or to buy the first package, or to send something on approval, so the customer may prove the claims without any cost or risks.

Some of these ads seem altruistic. But they are based on the knowledge of human nature. The writers know how people are led to buy."

This list is roughly in the order of importance as I have seen it work over the years.

1. Producing research studies. This research is relevant to the target market you serve or want to infiltrate. Make your study available for free.

2. Conducting free prospecting seminars with lots of great "How to...?" material. And make these seminars really no holds barred, no punches pulled programmes. Let people get to know both you, the person, and the results you help your clients to create. And make sure you do not turn the presentation into an extended sales pitch. That can ruin your reputation once and for all.

3. Writing articles in magazines that are read by your target prospects. This can create tremendous exposure for you and you can use reprints in your promotional materials.

4. Doing speaking engagements. You probably have a lot to share, so go and share it. It may take some time to become a good enough speaker, but it is a good idea to start now.

5. Attending meetings and conferences organised by your target prospects. This is a very good way of immersing yourself in your target market's issues.

6. Websites with lots of "How to...?" content. This is a very cost effective way of generating interest. You just have to make sure that the copy of your site is written correctly. If you do not know how to write copy, then hire someone who does. Poor copy can ruin everything.

7. Writing your newsletter on a regular basis. Unlike many newsletters, your must share valuable information, not merely promote stuff.

8. Conducting direct mail programmes. Direct mail is a great and easy way of reaching top decision-makers. If your message is written correctly, your letter gets read and acted upon.

9. Advertising to offer something free. The idea is not to sell, but to offer a free introductory "taste" of your services

10. Personal networking. This is an effective way of making new contacts in an environment in which people's defences are down. You just have to make sure that you do not push people for your services, just mention some free information you are willing to make available for them if they are interested.

What all of these methods have in common is that you are not necessarily looking for "Ready to Buy" prospects (some 3% only), but offer something free to "Not Ready" prospects (the other 97%). That something is always some free "How to...?" material in the form of a speech, workshop, tape, booklet, special report, etc.

Copyright Tom "Bald Dog" Varjan. All rights reserved. You are free to use this article in whole or in part. One favour though: Can I ask you to you include complete attribution, including a live website link. Also, can you please let me know where you plan to publish the article.

The attribution: This article was written by Organisational Provocateur, Tom "Bald Dog" Varjan of Dynamic Innovations Squad, a firm specialising in helping consulting firms to sell their expertise at the highest margins. Get Tom's free Practice Management Black Paper when you sign up for his monthly newsletter, Commando Consulting: Lessons And Practices From The Ultimate Professional Service Firm, The Military. Visit Tom's website at http://www.di-squad.com.

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