How To Turn 1 Consulting Client Into 5
Peter O’Donoghue
@Consulting Revenue: Fixing Broken Business Development For Consultants
Many businesses get a client either from a referral or an inbound lead. They develop amazing results creating solutions for that client.
The project finishes, and they then go on the hunt for a new client with little or no thought of using the experience and results of that client to proactively target new clients.
If you do what I'm about for you it's relatively easy to turn 1 client into 5 like clockwork...
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When To Use This Process:
1.???When you have recent experience of a successful project for a client
2.???When you created tangible value and can prove it
3.???When other companies have the same prevailing problem
4.???When it is ethical to target your clients competition or supply chain
Why It Works:
How To Use:
Work through the following questions
What project or projects have you recently completed that you solved a major IMMEDIATE pain for a client??
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What are the main pain points that you solved in that business???
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What system or approach did you use or develop to help you do this??
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What?insight?has?that?system or approach?given you that you can use to educate other businesses??
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What are the?results you have achieved? Be as SPECIFIC as possible in numbers and facts.??
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How can you package all of the experience, processes and frameworks into DEMONSTRABLE toolkits, framework sheets and process maps to move from intangible service to a saleable 'product'
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The following is a starting point for you to consider as a start point to build out comprehensive lists later.
If ethical to do so what competing companies can you approach to offer this solution i.e if you did the project for Coke - can you approach Pepsi??
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Their Strategic partners??
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Their Clients??
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Their Supply Chain??
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The Scripts:
The work you did above will help you fill in the blanks in the scripts:
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WARM – CALL:
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Hi John, it’s [NAME] from [Company], I don’t know how relevant this is to you… at the moment… [PAUSE]
We recently finished off a project with [NAME DROP] where we [RESULT IS ALSO A PAIN] which is on track to [SAVE/MAKE] them [RESULT]
Reason: The very specific reason for the call is to see how relevant [RESULT IS ALSO A PAIN] is to you at the moment.
[shut up and let them speak and ask questions – I’m curious]
An example:
Hi John, it’s peter from Churn Consulting, I don’t know how relevant this is to you… at the moment… [PAUSE]
We recently finished off a project with Coke where we reduced staff churn from 28% down to 12% in 3 months which is on track to save them around ￡2 million per annum every year in recruiting and training costs plus there's also the lost opportunity of employee contribution.
Reason: The very specific reason for the call is to see how relevant staff churn is to you at the moment.
After A Conversation Transition to Explain Benefit:
Based on what you told me specifically about [feed back what you heard] you’d be a great fit for our [fancy name strategy session]. It’s a very structured process for no more than 20 minutes where you will immediately benefit from:
1.??Being ahead of your industry by being aware of one of the biggest market changes for the last 2 years.
2.??2 case studies of how other leaders in the industry have…..
3.??An insight into your options to how you can eliminate any exposure to immediate price increases
At the end of the meeting you will clearly see how this affects your business and if you want us to see if there is a fit with what we do then great. If not, no problem and I guarantee it will be the most important meeting you have that week and will position you ahead of the game.
Are you ok with that?
Ask:
Which session works best for you next Wednesday at 11 AM or 3PM?
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WARM – EMAIL:
Subject: A question about [pain/result] at [Company]
EG: Subject: A question about staff churn at Pepsi…
Body:
Hi Jane,
I don’t know how relevant this is to you…
We recently completed a project with Coke where we reduced their staff churn from 28% to 18% in the crucial first 3 month of employment period. This is on track to save them ￡700k this and every future year.
So the very specific purpose of this email is to find out how relevant the challenge of staff churn is to Pepsi…
Feel free to say no, but do you want me to jump on a quick call to run through some ideas I have about how the specialist knowledge we developed could help Pepsi?
Peter
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2 年Really enjoyed reading this Peter. Very valuable. I like how you highlighted the problem which is you’ve completed a project and just roll onto the next one- I have several of those t-shirts. But what was was even better was you explanation of how to do it either with a call or by email. Great piece.