Many consultancy firms are great at satisfying demand for their services, but not so great at creating demand for their services.
Most consultants start out in business for themselves and develop a team around them because they are good at what they do. They already demonstrate a level of authority in their field, especially when they can receive referrals that helps them grow the business. However, at some point, referrals cannot be relied upon to continue to scale a consultancy business. At this point, we need to become proactive at creating demand for our consultancy services.
The challenge here is that most consultants have never been taught about marketing. The result is that we tend to copy what we see others doing, and create the same type of ineffective marketing approach that is typical of consultancy firms. Hinge Marketing research has identified that around 87% of professional service firms state that marketing and clients acquisition is their biggest challenge.
Most consultants end up with a marketing approach that creates too much pressure on the sales process, where we need to try to convince our prospective client that they would be better off using our services. The typical response from that process is, "Send me your proposal."
When we create a demand creation machine in our business, we change the dynamics so that we bring prospective clients to our sales meetings already pre-sold, virtually demanding that we take them on as a client.
In this week's Accepted Authority podcast episode, I reveal the three steps on the demand creation machine that are required to create demand for your services from your ideal clients and have them coming to you demanding to take them on as a client.
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