Post on 02-Nov-2014
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Consulting Made Easy
www.mbopartners.com
How to Leverage Thought Leadership to Build a Consulting Practice
1© 2009 All Rights Reserved for Cooper Research Associates
Gene ZainoPresident & CEO
MBO Partners
Lane CooperFounder & Principal DirectorCooper Research Associates
Consulting Made Easy
www.mbopartners.com
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Consulting Made Easy
www.mbopartners.com
“We make it easy for independent consultants and
their clients to work together”
“If you’re thinking about going out on your own, the MBO way is the way to go; just let them handle everything and it will make it easier for you and your client.”
Dawn Alexander, Communications Attorney
Consulting Made Easy
www.mbopartners.com
The Independent Consultant Option
Replace: Find employment that is commensurate with talent and
experience
Reduce: Lower sights, take positions for which you are overqualified
Revamp: Launch consulting practice as interim or permanent career
strategy
4© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
Common Fears and Barriers
Fear 1: Uncertainty of ability to earn
Fear 2: Loneliness…Can I go it alone?
Fear 3:Lack of infrastructure and institutional
support
5© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
Getting Started with Business Focus Assessment
6
Your mission?
Why?
What issues are you interested in solving?
Why do these issues make you passionate?
© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
Market Challenge Statement Development
7
Issues: What is the problem you seek to address?
Consequences: What is the problem costing your potential
clients in terms of time, money and human resources ?
Validation: Are there proof points/stats that document these
problems?
© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
General Solution Statement Development
8
Your Consultative Approach: How do you propose to help your
clients address this challenge?
Anticipated Outcomes: What is the specific list of benefits clients
get from working with you?
Track Record: How have you secured these benefits in the past?
© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
Target Market Analysis
9
Horizontal – Corporate discipline (Marketing, Operations, Finance, etc.)
Level – What is is your entry point? (C-level, VP, Director, Management)
Vertical – What industries do you serve? (Gov., Financial Services,
Manufacturing, Retail, Energy, etc.)
© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
Prospect Profile Analysis
10
WHAT DOES YOUR IDEAL PROSPECT LOOK LIKE?
Strategic Assessment: What are prospects’ long-term objectives
Operational Analysis: Critique of current practices, and alternative
options
Financial Situation: How does cash position or disposition affect
engagement
© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
Lead Source Assessment
11
WHERE ARE ORGANIZATIONS AND EXECUTIVES THAT MEET YOUR IDEAL
PROSPECT PROFILE?
Current Rolodex
Key groups and associations
Social Networks (Linkedin, etc.)
© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
Business Model Options Analysis
12
HOW CAN CLIENTS ENGAGE WITH YOU TO TACKLE THESE CHALLENGES?
Project-based (Value-pricing)
Hourly-based (Time and materials)
Retainer-based (Use it or lose it)
Other/Combo?
© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
Service Catalog based on Engagement Lifecycle
13
Assessment/Diagnosis
General Prescription and Options
Roadmap Development
Implementation Services and Support
Progress and Project Impact Assessment
© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
Sales & Marketing Strategy Development Tools
14
Web Site Design and Set Up
Collegial Calls --Who are people you know and can bounce potential
proposals off of?
Cold Calls -- Who are people you do not currently know but would like to bounce potential proposals off of?
Lead Generation & Follow-up -- How can we generate leads…and
what is our follow-up strategy?
© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
Sales & Marketing Strategy Development Tools
15
Media Marketing: What trade press (print and online) does your
target market consume?
Are there article development opportunities?
© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
Collateral Material Options
16
White Papers: Establish your Thought Leadership Position
Case Studies: Document best practices
Press Releases: Promote your ideas and contributions
© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
Leveraging Thought Leadership
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Webcasts/Podcasts: Leverage for Intelligent and joint Exposure
Live Event: Thought Leadership Speaking Opportunities
Transitioning: Converting public outreach to private sales
presentations
© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
Go-to-Market Campaign
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Topic:
Market:
Deliverables:
Schedule:
Desired Outcomes:
© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
Blocking and Tackling
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Accounting/Book Keeping
Tax Preparation/CPA
Retirement/SEP IRA
Insurance
Contract Development/Legal
© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
Business Structure Options Analysis
20
Sole Proprietorship?
LLC / Corp / S Corp?
Partnership?
MBO Partners?
© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
Our Next Webinar
Working in Teams to Amplify Your Consulting Business June 30th, 12:30-1:30 ET Build your multi-person business Register via MBO Partners Events page
21© 2009 All Rights Reserved for Cooper Research Associates
Consulting Made Easy
www.mbopartners.com
Thanks for joining us!
Gene Zaino1-800-220-0469gene@mbopartners.comwww.mbopartners.com
Lane Cooper415-646-6592lane.cooper@cooperresearchassociates.comwww.cooperresearchassociates.com
22© 2009 All Rights Reserved for Cooper Research Associates
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