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What if you’re closing consulting deals, but not enough of them?
If a healthy percentage of your consulting firm’s prospects flow down your pipeline to a signed deal, then your fundamentals are working.
But what if you’re closing every lead in your business development pipeline, yet you’re still falling short of your consulting revenue target?
Robust pipelines lead to healthy, lucrative consulting businesses.
Anemic pipelines yield unsatisfying trickles of business.
Clogged pipelines usually have too much icing stuck in them, but that’s a different issue.
How do you stock your consulting firm’s pipeline with opportunities?
You already know that your goal is greater visibility, and you may also be aware of the Five Marketing Musts. (If not, definitely read Chapter 8 of this book.)
For a quick lesson on this topic, let’s turn to a rock ‘n roller.
Adam Levine, lead singer of the rock band Maroon 5, isn’t a consultant; although he does offer advice on a long-running TV show, “The Voice.”
Interestingly, Levine’s band was faltering when he landed his high-visibility TV role.
Then the show exposed Levine and his music to millions who previously thought Maroon 5 must be a new color of crayon, and the band enjoyed a wave of hit singles.
What can you learn from Levine’s story? It helps to have a good singing voice and be devilishly handsome.
Okay, that’s not terribly useful. Try this instead.
Commit to activities that fit the unique talents of you and your team.
I’m guessing Levine would have enjoyed considerably less success if he had been tapped to host Monday Night Football (which has a much larger audience than The Voice).
The Five Marketing Musts all work, but not all five work for every consulting firm.
When you choose strategies that fit your personal strengths (or those of your firm), you radically increase the likelihood that you’ll enjoy the visibility-building activities, do them well and stick with them.
Below is a list of marketing tactics broken down by personal strengths.
Even though you’re good at many, pick just one or two “super strengths” that characterize you or someone on your team who will be driving your marketing efforts.
Then, refine (or create) your consulting firm’s marketing plan by incorporating the tactics listed for those super strengths.
If WRITING is a Strength
- Publish a book (commercial or self-published)
- Write articles for publications
- Write position papers / white papers
- Write newsletters
- Write a regular blog
- Write posts for LinkedIn
If COPYWRITING is a Strength
- Stand up an A+ web site
- Produce leave-behinds for audience members
- Draft advertising
- Write press releases
- Create infographics and other quick-hit, high-value assets
If EXTEMPORANEOUS SPEAKING is a Strength
- Host a LinkedIin Live event
- Book yourself as a guest on podcasts and webinars
- Join panel discussions
- Appear on TV
- Solicit radio interviews
- Get quoted by reporters in their articles
If PLATFORM SPEAKING is a Strength
- Speak to as many audiences as possible
- Lead seminars
- Host breakfasts and lunches
- Teach at a local university or other learning venues (e.g., libraries)
If TEAM LEADERSHIP is a Strength
- Take a leadership role in a trade association
- Join a trade association committee
- Start a community or peer group among your prospects
If ONE-ON-ONE INTERACTION is a Strength
- Network face-to-face and via Zoom/Teams/Google Meet
- Build alliances with influencers and connectors
- Secure third-party endorsements and testimonials
- Ask for introductions more often
- Attend conferences and other in-person events
If EFFECTIVE, EFFICIENT WORK is a Strength
- Build relationships with larger consulting firms, for whom your firm could subcontract
- Take on pro-bono projects (for associations, non-profits and civic associations)
If PRODUCT CREATION is a Strength
- Create online programs and courses
- Develop subscription services
- Offer online assessments and tools
- Publish syndicated research
- Self-publish ebooks, audio products or video products
If RESEARCHING is a Strength
- Collect contact data, LinkedIn profiles, and e-mail addresses for outbound marketing
- Catalog effective visibility-building tactics employed by competing consulting firms
Undoubtedly you can think of other vehicles that leverage your consulting firm’s core strengths.
In fact, if you share how you’re using your strengths to market your consulting firm, you’ll be helping everyone who reads this article.
How are you generating visibility for your consulting firm?
Text and images are © 2025 David A. Fields, all rights reserved.
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