The Power of Demand Creation for Your Consultancy Services

What would change in your consultancy business if you could create demand for your services?

No more waiting around for referrals or active networking, or cyclical highs and lows of the sales roller coaster?

In this article, I want to reveal a process that not only attracts clients but has them almost demanding your expertise.

Intrigued? Let's dive in.

The Challenge of Winning New Clients

For many consultants, winning new clients consistently and predictably is a challenge. Often, the default mode is to rely on referrals, a strategy that might work but comes with its own set of limitations. The art of creating demand for your services is an area often left unexplored.

Many of us enter the consultancy profession with deep technical expertise but lack knowledge of how to effectively create demand for our services.

Excellence in what you do is crucial, but leveraging that expertise to establish authority in your market is the key. It's about being proactive, positioning yourself as an expert, and making a conscious effort to be visible to your target audience. While referrals are great, relying solely on them is not a sustainable way to grow your consultancy business successfully.

The Essence of Marketing in Consultancy

There is a lot if misinformation about effective marketing in the consultancy realm.

It's not just about having a website that lists your services and talks about who you are.

The challenge lies in making your marketing relevant and connected to your ideal target market. To achieve this, it's crucial to understand that marketing in consultancy goes beyond showcasing your skills; it's about building assets that consistently demonstrate your expertise.

The foundation of growing a successful consultancy business is developing long-term relationships with clients. Building a business model where clients come for a one-off service and never return is a recipe for limitation. So, the question becomes: How do we create a business that attracts and fosters enduring relationships with clients?

Solving a Series of Problems: The Cyclical Approach

The key to client relationship longevity is to solve a series of problems that stack on each other. Imagine a cyclical model where each problem solved leads to the next logical problem. For instance, if your focus is on helping clients achieve consistency and predictability around client acquisition, solving that problem opens the door to the next challenge of scaling the business and acquiring the right personnel. It's about understanding the logical extension of your initial service and designing a cyclical or hierarchical business model that continuously adds value as clients progress through different stages.

Creating Demand: A Holistic Approach

Now, let's shift our focus to the crux of this discussion – creating demand. It's not a one or two-step process; it's about building a comprehensive system that nurtures potential clients through various touchpoints. Research, including insights from Microsoft, emphasizes the need for at least 12 touchpoints before the majority of sales are made. The goal is to develop trust and familiarity, allowing clients the time to understand your expertise and the value you bring to the table.

So, how do we embark on the journey of creating demand?

Step 1: Enter the Conversation

Start by entering the conversation that's already in the mind of your client. Understand the problems they are pondering. Create content that revolves around those problems – content that resonates with their concerns and interests. This initial content is not about you and your services; it's about them and their challenges.

Step 2: Enrol Them In Ongoing Communication

Once you've captured their interest, provide a mechanism for them to express a desire to know more. Create a system where potential clients willingly enrol and participate in ongoing communication. You want them to raise their hand and say, "I want to know more about how you can solve my problem."

Step 3: Education on Problem Solving

Educate your potential clients about the gap between where they are and where they want to be. Share insights on how they can bridge that gap effectively. This step elevates your authority and builds trust. When potential clients understand the best way to solve their problem, they are more likely to reach out, not just asking if you can help but pleading for your expertise.

The Flipped Sales Process

Building this demand creation machine flips the sales process. Instead of prospects asking for a proposal, they come to you pre-sold and ready to sign up for your services. The sales meeting becomes a discussion about fit – are they the right client for you, and are you the right solution for them? The resistance in the sales process diminishes, and the entire interaction becomes a seamless transition toward a beneficial partnership.

Invest in Building the System

Building such a system requires time and effort, but once established, it works for you instead of by you. The initial investment in constructing the system pays off in the form of a consistent and predictable flow of ideal clients approaching you with a genuine desire to engage your services. It's a strategic move that transforms your consultancy firm from a passive practice to an active and sought-after business.

In conclusion, the power to create demand for your consultancy services lies in your ability to intersect with your client's mindset, enrol them in ongoing communication, and educate them on effective problem-solving. By building a holistic demand creation system, you position yourself as an authority, create trust, and attract clients who not only want your services but almost demand them.