You got the contract. You’re set for the next six months. You work hard. The six months fly by. You get the job done. And before you know it, you’re out looking for another contract but nobody seems to need your skills at the moment.
This scenario describes more than just a handful of consultants and small businesses. For many consultants, doing the work is more fun than looking for the work. Finding qualified leads may not be the thing you wake up for in the morning, but by using some free resources and positioning yourself strategically, you’ll sleep a lot easier at night.
Before you go looking for leads somewhere else, look where you’ve been. The number one source for getting new business is referrals. Ask for them. If you’ve done a fabulous job on their project, as I’m sure you have, your past clients might be willing to point you to other opportunities. Give them an incentive. Offer a 10% discount on a future project if one of their referrals leads to a new contract. If your referral market is dry, here are some other places you can look:
- Subcontracting Fairs. Some state and local governments hold events to allow small businesses to meet with contracting officials. Several branches of the federal government hold fairs on a regular basis.
- Trade Shows. You don’t have to be an exhibitor at a trade show to market your services there. Take information about your company and target people who might be interested in hiring you or teaming with you.
- Clubs and Professional Associations. What’s the point of joining an organization if you don’t intend to go to the meetings to network? You’ll meet your competitors as well as prospective clients in a friendly environment. Ask other members for leads. Sometimes, your competitors will be swamped with work and need someone, namely you, to help them out. Join your local Chamber of Commerce to meet more people. Knowing too many people won’t hurt you… knowing too few might.
- Directories. Your library probably stocks several directories of local companies. These directories usually describe the company’s primary business and identify points of contact. One of the best known is the Gale Encyclopedia of Business Information Sources. Contact your local or state Office of Economic Development to find what directories they have available of businesses under their jurisdiction.
- Advertise. Pick up a newsletter or magazine. Do some ads appear month after month after month? People wouldn’t keep repeating the same ads unless they worked. However, placing an ad in a poorly targeted publication won’t deliver more clients. Neither will a poorly designed ad. Combining these two mistakes is like delivering a message by putting it in a bottle and throwing it in the ocean. You don’t know who, if anyone, will get the message. And it probably won’t be people you want to reach. Using a professional or getting professional advice can save you immeasurable time and money.
- Newspaper ads. Every week, companies advertise for full- time and part-time positions. As a rule of thumb, the smaller the company, the more immediate their need. Large corporations often look for people, but don’t always hire. Try to talk them into hiring you on a project by project basis.
The biggest obstacle in getting new business is actually motivating yourself to go after a lead once you have it. Don’t be complacent; even if you are already working on a contract. Keep track of your successes and shortfalls so that you know which techniques work best for you.
