Know-How Exchange : Career/Training

This has been covered some in past questions.

Here is a question that covered rates in some details - https://www.marketingprofs.com/ea/qst_question.asp?qstID=4568. Definitely not a cut and dry question to answer, as you can see by the number of responses there.

This question also covered pricing in some details - https://www.marketingprofs.com/ea/qst_question.asp?qstID=3247.

Here are a pair of questions asking for some general advice in starting out as a consultant - https://www.marketingprofs.com/ea/qst_question.asp?qstID=4326 and https://www.marketingprofs.com/ea/qst_question.asp?qstID=1558

Also, MarketingProfs recently added a project board where people with projects and consultants can come together. It is not active yet, but it has only been launched recently. You may want to get involved with that.

Question:

Is your plan to provide only the "consulting" part, or do you plan to actually help with the execution?

If your target is the small business with no time and resources, I think you need to be prepared to provide the execution part, too. If you don't provide this on your own, then you will need to have a network in place to do it for you.

Also, I would not call yourself a consultant, even if it turns out that you are doing more of the strategy as opposed to the tactical part or the execution. Small businesses are very apprehensive to work with "consultants." I'd try saying that you provide outsourced marketing services or "managed" services (never, ever "full service," which sounds expensive).

The very word "consultant" will chill most of your prospects. At least, that has been my experience in the past...

Good luck with your new business! Tell us how you make out.

Paul

Hello,

I happen to do this very thing for a living. As a matter of fact, I am currently seeking, interviewing, and contracting qualified marketers to join forces with me in the pursuit of SME marketing/business development projects.

Everyone works as if they are on their own, but operate under my brand. We also collaborate on various projects that require more than one set of hands. This is not an employment opportunity, rather, it is an entrepreneurial venture...a network of "elite" marketers working together under one brand.

Please send me an email (just click on my name) to discuss this in greater detail. You may fax a resume to 1-866-236-1215 while you await my response.

I don't come across many people who are interested in the SME arena. Most are targeting large corporations and only work 1-3 projects a year if they are lucky. I maintain at least 6-8 projects every month. Perhaps we can compliment one another's talents, goals, and dreams!

I look forward to speaking to you very soon!

--Blaine Wilkerson
Pres., Jett Enterprises

I agree with Paul, charging by the hour may not be a good idea. Charging on a project or package basis may be better.

Also, since everyone and their dog are consultants nowadays, you want to specialise or focus on specific industries perhaps.

This will help in many ways:

1. It narrows down your target market. Since you're a one man band (like me) it will make it easier on you to focus mailings/ calls to a more manageable target group.

2. Once you get your foot in with one customer and you do a great job, word will get around in that industry. After all, people in one industry often move around within that industry.

3. Customers are wary of "consultants", "experts", "gurus" whatever you call yourself who say they can consult in any industry. It's all about niche, specialisation and targeted services nowadays.

4. I agree with Paul (inbox_interactive) as well, try to avoid the word consultant. It gives it a connotation that you may be expensive or only large corporations hire consultants but not small businesses.

I've been providing part-time marketing services for small clients for eight years or so. I agree with Jett - the larger clients certainly pay better - I could bill 20% more if I focused on larger accounts. And I agree with shardman that you need to begin with one...

And so another option, if it is not a conflict of interest with your current position, would be to start this business part-time NOW, in the new market, and outsource the work. This will decrease the initial cash flow burden on your business (i.e. your personal expenses), allow you to obtain financing while you have a job, help you build a business model NOT dependant on yourself alone...

... have you read the book, "The E-Myth" ? This book explores many of the issues you are discussing, and you may find it quite helpful in planning your next steps.