The conventional wisdom says that to be successful as a consultant, all you have to do is “hang out a shingle and call yourself one.”
That might be true, assuming you only want to work for your friends and family.
If you want to grow a consulting practice, you’ll need to think strategically about how to create and deliver client value, express that value through marketing, and generate profit – without resorting to the dreaded hourly rate.
In this session, Michael McLaughlin, author of Winning the Professional Services Sale and Guerrilla Marketing for Consultants, will focus on how you can master today’s marketplace realities, balance the demands of serving clients with marketing, and stay sane. He will focus on three essential elements of a thriving consulting practice:
- Designing a service offer that attracts clients
- Getting into the market with a powerful marketing presence
- Sustaining business momentum once your practice begins to grow
At the end of the session, you’ll have the framework for getting your consulting practice off the ground.
Michael W. McLaughlin, a principal with MindShare Consulting LLC, works with small- to mid-sized professional services firms on strategy development, content marketing, and operations improvement programs. Before founding MindShare Consulting, he was a managing partner with Deloitte Consulting.
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