Being nimble, assertive, creative, and data driven are
certainly the best overall business development and marketing strategies. Sometimes, however, just being there, when the
competition is not, is a successful business strategy. At other times, not burning bridges with
past clients can offer a surprisingly successful segue into attaining future work.
Recently I had the opportunity of meeting with a potential client
before she announced she was looking for a consultant. How did that happen? I keep a targeted list of 40 near-by national
and regional colleges and at least once a year I send out very basic
promotional material to their public relations directors and follow-up with a phone
call. This builds awareness of my
services, helps cultivate relationships
over time, allows me to update my prospect list and is a superior way to gather raw intelligence about my competition.
The director from one school responded to my email with a cheery
note saying my timing was perfect, that they were looking for a publicist and
writer, but were struggling with how to conduct the search. I met with the director, and she hired me
without even putting out a request for proposal to other consultants. Just being there before others turned the
trick.
When you get fired from a job, it is natural to resent it,
but try not to overtly express resentment because the bitter after-taste will
linger with the client long after you are gone; whereas if you express appreciation
for the work you have been privileged to complete, the good feelings can lay
the foundation for future work.
A year ago, after I had been working as a consultant for a
large medical institution for over a decade, a new VP was appointed and he
wanted all work done in-house. I was
told my services were no longer needed. In
parting, I said I greatly valued the exciting work I had been assigned to do over
the years (which was true) -- and left.
Within a year, I received an email out of the blue from this same VP who
was now a Sr. VP at another institution, and, knowing my work, he asked me to
undertake a large number of projects. I
don’t think that would have happened if we had parted on a sour note.
