Myth 1: “I will have a steady stream of consulting clients immediately.”
Reality:
Building a client base takes time. When you are starting your consulting business, it could easily take 3 months [or longer] to land a client, especially if it’s a really big client [the bigger the client, often, the longer the deliberation + increase in hoops that one has to jump through].
Some expect to attract clients as you launch.
I know I did. When I decided to go on my own 10 years ago, I thought that I’d have clients in week one. I was wrong. Week one passed, no clients. Month one passed, and I started panicking. I had a few small jobs here and there… but it took 3 months before I landed a bigger contract.
Many of the consultants I have spoken to [especially those who work with bigger price tickets], have experienced the same thing.
Set yourself up for success:
It’s essential to be patient, persistent, and proactive in networking, marketing, and showcasing expertise. Building a reputation and a referral network often takes time, so new consultants should be prepared for gradual growth.
Also, start networking long before you ever think you’ll need to.
Myth 2: “If I get a website done, I will automatically start bringing me clients”
Reality:
Some clients expect that if they get a flashy website, it’ll guarantee them new clients.
I’m afraid not. A website [and brand] will definitely help position you effectively, but you will need to put work in to get others to find your website. it’s not magic.
Expecting your brand and website to automatically get you clients – is almost like expecting your jacket to get you clients. They are tools that help position you, but they need you – to make it work.
When a client asks me to create a website… I always check to see what they expect from the site. If they just want the website to position them [almost like an online brochure], then that’s a very different website to one that will generate leads.
Set yourself up for success:
Instead of investing in a website upfront, rather invest in building your brand foundation – and then setting up a online “business card” type website – to help you look legit if someone finds you.
We call these “landing pages” or “coming soon” pages. Here’s an example:
Myth 3: “I need to cater to a broad audience to get more clients.”
Reality:
This is a challenging one for many consultants. You know there are a lot of people you can help, and let’s be honest, when you’re starting out – any client will do!
But, if you want to really attract a specific client… it helps if you position yourself in a specific way to attract that client.
Trying to position yourself to a broad audience,
is the quickest way to blend in.
Don’t believe me?
Ok, here are a few examples to explain my thinking:
- You need to take business photo’s – who are you hiring… the photographer who has dabbled in everything [food, babies, weddings, landscapes], or that profile photographer who takes incredible business shots?
- Your son broke his arm… would you prefer that your general doc set his arm? or the orthepeadic surgeon?
- You are tired of loadshedding [loss of electricity] – do you hire the local general electrician to put up solar? or a solar specialist?
- A client wants leadership advice – are they going to the leadership specialist? or will any consultant do?
A specialist has made it their mission to understand their specific area of focus. They are up to date on the trends, and will be better positioned to help you.
You want to be the specialist for your clients.
The question is what do you want to be known for?
If you have been a consultant for a while, this is easier to answer than if you’re starting fresh + trying to figure it all out.
Set yourself up for success:
Your Goal is to help your client choose you, above all the other consultants out there.
The way we do that, is by clearly explaining that we are the right consultant for them.
Let’s use this exercise to help you understand further…
You serve entrepreneurs.
But you can’t decide between men, or women.
Your age rage is between 25 – 55.
That’s vague.
Who are you best able to help:
- Women entrepreneurs – who have hit their quarter life crises at 25 and are ready to leave your corporate gig to go on your own.
- Or… men in their 50’s who are about to retire + want to do something meaningful in this stage of their lives – leaving a legacy doing what they always wanted.
Can you see how the second two are so much more specific, how they are both entrepreneurs – but they are completely different, with different needs, focuses, objectives.
Get clear on who your ideal client is.
Myth 4: “Branding is not essential for consulting businesses.”
Reality:
Many new consultants mistakenly believe that branding is only crucial for larger companies and not relevant to their smaller ventures. However, effective branding is the foundation of a successful consulting business.
A strong brand identity helps build trust, credibility, and recognition in the market.
But here’s the contradiction…
If you have just started your consulting business. There is a high probability that it’s too early to invest big money in your branding.
Let me say that again for those in the back:
If you’re a consultant starting out…
it’s probably too soon to invest in a full brand.
We get it. A brand is key to position yourself,
and a logo is very important.
But investing too much too soon,
can really hurt your business.
Many consultants will have big brand shifts in the first 3 – 6 – 12 months.
The brand becomes so different, that the brand identity + website they just invested in, isn’t relevant anymore.
Now, the caveat is that this advice isn’t for everyone.
In some industries, not having a brand could kill the business before it starts.
Set yourself up for success:
But for many consultants… the reality is that you can get away with far less.
A basic logo + a colour palette + some templates – are probably the key starting point for you. That’s why we have some starter branding options – to get you on the right track. These can be adjusted as you go… once you have made money + are able to invest in a brand that truly represents you.
