Rebuild Your Consulting Business with Purpose
a story about business relationships
You never know when the phone will ting ‘til it rings. Nor do you ever know why a prospective new client calls ‘til either they tell you outright or you learn through dialogue with them. Both of these statements rang true for me when Leonard called. He wanted to involve me in rebuilding his business more than two years after we’d last met.
Getting the most out of each parent-child day in a nature setting each month happened to provide opportunities to witness and to interact with others doing the same. A friendly acquaintance between the parents and between the children developed over time as a by-product.
In turn, Leonard learned of my expertise facilitating understanding through words. He appreciated that my work as a marketing-communications consultant involves serving people with missions to accomplish who invest time, money, and attention involving me and my associates to facilitate their success.
people move on
reconnected with reason
When Leonard contacted me, at least two years after we’d last met outdoors with our children, maybe it exemplified that principle. His consultancy had shrunk to just himself with much more availability than clientele to serve. He wanted to involve me in stoking demand for his expertise so that he could get right back to well-paid work as a speaker and consultant. Apparently, the trust expert found me trustworthy enough to show me these cards.
I noted that, like the cobbler whose children wear no shoes, this expert in trust could not provide any example of a key message: a mission statement, vision statement, motto, or claim of value.
trust in decision-making
The woman who attended reportedly had more budgetary control than Leonard. Yet, her decision-making approach focused more on his perception of the value I offered than on her own.
hitting the mark
In the summary, I mentioned the importance to Leonard of qualifying each prospective new client as a good mutual fit as early as possible. To reinforce the point, I summarized how risky it can be to enter a business relationship with a client or supplier who wouild not qualify as a good mutual fit. Mutual responsibility requires avoiding the risks of committing to dealings that cannot benefit both parties.
entrepreneur, captain, navigator
If you just want more business, then you must be careful not to go adrift, not to run aground, not to sail unprofitable missions, and not to get tangled in others’ nets.
I continued: A clear and definite purpose before leaving port makes it possible for a ship’s captain to sleep well each night and to lead decisively each day. To enjoy smooth sailing to ports where you and your clients can profit, the ship’s captain must know precisely the mission to be accomplished.
purposeful drive required
Getting that into words typically involves a process. That process calibrates the compass and focuses the telescope by which you can effectively navigate the journey of rebuilding your business.
My self-trust not fazed, I let go. The purchase agreement still in my portfolio returned to my office unsigned.
have what it takes
If the purpose of your business feels as simple and as right as the innate drive to love and nurture your child, then that can enable you to succeed. Success at rebuilding a consulting practice also involves making good qualify/disqualify decisions about formative business relationships early. This requires the same clarity: a purposeful mind and stout heart that can express it all succinctly.
- Glenn R Harrington, Articulate Consultants Inc.
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