Consulting Success Podcast

There are few people that can consider themselves as great an expert on white papers as Gordon Graham. Gordon is a white paper writer and consultant who has has worked with Google, Oracle, Intuit, and many other Fortune 500 companies. He’s interviewed over 200 C-level executives and written over 170 white papers. He considers himself a B-to-B copywriter. His career path took him from software company technical writing and journalism to a marketing executive in a software company before becoming an independent copywriter who specializes in white papers and case studies. Gordon has spent the last 20 years dominating his field as the expert of white papers. In this episode, Gordon and I discuss the value of white papers as content-filled marketing tools that you can use to set yourself apart as the expert consultant companies want to hire. How can you make customer success stories work for you? The countless hours of work that you have put into developing your consulting business has undoubtedly come with powerful success stories that you want to share. These stories build confidence with potential clients and provide insight into the work that you do best. There are a variety of ways to share these stories, from blog posts to audio testimonials, articles on your website or presentations at a conference. You’ll be inspired as you hear the list of ways that you can make customer stories work for you. Why do white papers work so well? In today’s industry, up to 96% of customers serve themselves by Googling and then contacting businesses themselves. Customers can make their own decisions about which consultant will work best for them, and white papers can help make their choice an easy one. Gordon recognizes that although you might want to focus your efforts on tweaking your website and all the branding, logos, company name and graphics that go with it, the number one thing that your clients care about is how you can solve their problems. White papers that are filled with marketing content provide clear illustrations of ways that that you can begin to solve your client’s problems. One common misconception is that videos are capable of producing the same kind of results as a well thought out and prepared white paper.  However, videos are incredibly expensive to produce, and they do not have the lasting value or shelf life as white papers. A white paper is a simple product that sums up a your best thinking — it can be your best shot at outshining your competitors. You won’t want to miss the stories Gordon shares that illustrate the power of a well-written white paper. Regardless of your company size, a white paper will work for you. Whether you work independently or are building a power team, you can use white papers as an incredibly effective tool to set yourself apart from other consultants. You’ll be able to gain attention and earn trust of the kinds of clients that you want to work with. White papers can help level the playing field between you and a bigger competitor. Listen for Gordon’s take on the single most important “trust factor,” and how to secure that trust with potential clients. What should you consider when creating a white paper? The first thing you need to do is put yourself in the shoes of your prospective clients. Forget about your company and your problems, and figure out how to help your clients solve their problems. Next, listen to and consider the two dimensions of specialization that have increased Gordon’s business dramatically. Case studies and numbered lists are two of the powerful tools that white papers must contain. You can hear the rest of Gordon’s tips for successfully leveraging this powerful marketing tool on this episode of Consulting Success with Gordon Graham.  Key Takeaways: [1:20] Gordon outlines the career path that led him to the top of his field.[4:30] Customer stories are incredibly powerful — Gordon shares a variety of ways to use them.[6:53] A look inside the $25,000 booklet that led to multimillion dollar sales.[10:38] Why do white papers work so well?[13:30] How can you use social media to increase your business?[14:35] Gordon compares white papers to business videos — and the winner is clear.[18:24] How can a white paper work to create the most value for consultants?[23:20] Sharing useful and relevant information builds trust with potential clients.[26:05] Gordon’s top tip for standing out in your niche.[27:52] Can a clear specialization generate more business for you?[32:52] Horizontal vs. vertical dimensions of specialization.[36:37] Gordon’s top tips for creating a valuable white paper. Mentioned in This Episode:  Gordon Graham White Paper For Dummies, by Gordon Graham Love the show? Subscribe, rate, review, and share! Here’s How » Join the Consulting Success Community today: consultingsuccess.com Mentioned in this episode:Get Expert Insights into Your Consulting Business: Claim Your FREE Growth Session Now!Want to get personalized feedback and actionable insights on your consulting business from seasoned experts who've been in your shoes? The Consulting Success Clarity Coaching Program offers just that, and you can experience a taste of it with a FREE, no-obligation Growth Session. On this call, you'll explore how to optimize your business model, refine your messaging, and build a predictable stream of high-value clients. https://www.consultingsuccess.com/grow Double Your Revenue & Gain Control with Clarity 2.0's Proven Growth System.Stop grinding and start leading. Clarity 2.0 is more than coaching; it's an ROI-verified Growth System built for consultants. Gain personalized coaching, proven frameworks, and intelligent AI-powered tools to accelerate your learning. Discover how to attract ideal clients, command premium fees, and build confidence. Over 1,000 consultants have already transformed their businesses. Learn how to intentionally lead your growth. Book your Growth Session Call: www.consultingsuccess.com/grow

Steve Shu is a management consultant who has worked and consulted for Vodafone, Allianz, Nortel, Lucent and Wolters Kluwer, as well as taught courses in the business school at Irvine University. He helps incubate technology-oriented startup initiatives within other companies, including new business units, innovative areas, and new product development. In this episode, Steve shares key tactics for securing high-figure consulting projects, the value of workshops and networking, and the benefits of making regular investments of increased knowledge within your area of consulting expertise.   Key Takeaways: [1:15] Steve details the process of a recent start-up project, beginning with the business definition, and leading up to the acquisition of new clients and staffing the organization. [2:30] What does a $100,000 project look like to Steve? Several phases can contribute to the total project, including funding, organization, and prospecting. [4:50] To win a $200,000 project, Steve suggests starting small — a $40,000 workshop can sell the end vision of a high value project. [9:50] Rather than viewing workshops as a one-time engagement, approach them as the first step to a long-term investment with each company. [11:15] The process of setting fees can be made easier by looking at the trajectory of each business, then aiming for value-size projects and retainer fees, rather than hourly rates. [14:20] An appetite for variety within his area of expertise was the driving reason that Steve began focusing on start-ups within larger companies. [17:17] Steve’s background in working with startups as both a consultant and an operating manager has been advantageous in attracting larger companies, while his knowledge of how to get things done appeals to startup companies. [19:10] Networking and creating strategic relationships are a key strategy in finding referrals and new partnerships. [22:00] Independent consulting has allowed Steve to control the companies he works with, as well as the frequency of change in his geographic location. [23:50] Successful consultants need to make knowledge investments; investing in intellectual capital provides market stability. [26:22] Consultants need to make regular investments in their expertise to keep themselves relevant in an ever-changing market. [28:30] Knowlege investments are meant to create a new kind of thinking within the existing  space of each consultant’s expertise.     Mentioned in This Episode: Steve Shu Blue Ocean Strategy Michael Porter Love the show? Subscribe, rate, review, and share! Join the Consulting Success Community today: Mentioned in this episode:Double Your Revenue & Gain Control with Clarity 2.0's Proven Growth System.Stop grinding and start leading. Clarity 2.0 is more than coaching; it's an ROI-verified Growth System built for consultants. Gain personalized coaching, proven frameworks, and intelligent AI-powered tools to accelerate your learning. Discover how to attract ideal clients, command premium fees, and build confidence. Over 1,000 consultants have already transformed their businesses. Learn how to intentionally lead your growth. Book your Growth Session Call: www.consultingsuccess.com/growGet Expert Insights into Your Consulting Business: Claim Your FREE Growth Session Now!Want to get personalized feedback and actionable insights on your consulting business from seasoned experts who've been in your shoes? The Consulting Success Clarity Coaching Program offers just that, and you can experience a taste of it with a FREE, no-obligation Growth Session. On this call, you'll explore how to optimize your business model, refine your messaging, and build a predictable stream of high-value clients. https://www.consultingsuccess.com/grow

Betsy Jordyn is the founder of Accelera Consulting Group. She is an organizational development and strategy consultant who previously worked with Walt Disney World. Her clients also include JCPenney, United Airlines, Hilton Vacations, and many others. In this discussion, Betsy shares the benefits of identifying and narrowing in on a specialized area of expertise, her advice on how to efficiently take control of client requests in order to deliver a more valuable assessment, and how to determine if organizational development consulting is the right fit for you. Key Takeaways: [1:05] Betsy shares the kinds of challenges that come with increasing leadership and organizational capacities. [2:35] Even Walt Disney World needs consultants to take their concepts for improvement in the future to the next level. [4:45] Betsy’s Masters program gave her the start in OD that eventually led to her starting her own business. [7:20] The transition from consulting within an organization to working on her own was easier for Betsy because of her toolbox and her mentors. [8:35] Consultants need to narrow in on an area of expertise in order to keep their business growing. [11:00] Don’t ever hesitate to turn down work that isn’t the right fit, or to ask for more money for work in your areas of greatest strength. [14:05] Compliments are the key to identifying first tier gifts and strengths. [15:15] Specializing allows clients to easily see how you will fit into their team. [17:10] Betsy’s key tip for extracting more value from their client projects is to NOT say yes to the initial assignment that they ask of you — take control of the conversation so that you can help identify and fill their business performance gaps. [21:35] Consultants need to ensure that their expertise is relevant, timely, and has fit with each particular client system, before determining the best way to move forward. [25:10] You can add more value than 99% of consultants by first helping the client articulate their business performance gaps through your initial assessment. [28:50] Consultants that are interested in organizational development need to make sure that they are wired to think like an OD consultant, and get a mentor who can help with delivering practical techniques to their clients. Mentioned in This Episode: Accelera Consulting Group Betsy Jordyn Marcus Buckingham Love the show? Subscribe, rate, review, and share! Join the Consulting Success Community today: Mentioned in this episode:Double Your Revenue & Gain Control with Clarity 2.0's Proven Growth System.Stop grinding and start leading. Clarity 2.0 is more than coaching; it's an ROI-verified Growth System built for consultants. Gain personalized coaching, proven frameworks, and intelligent AI-powered tools to accelerate your learning. Discover how to attract ideal clients, command premium fees, and build confidence. Over 1,000 consultants have already transformed their businesses. Learn how to intentionally lead your growth. Book your Growth Session Call: www.consultingsuccess.com/growGet Expert Insights into Your Consulting Business: Claim Your FREE Growth Session Now!Want to get personalized feedback and actionable insights on your consulting business from seasoned experts who've been in your shoes? The Consulting Success Clarity Coaching Program offers just that, and you can experience a taste of it with a FREE, no-obligation Growth Session. On this call, you'll explore how to optimize your business model, refine your messaging, and build a predictable stream of high-value clients. https://www.consultingsuccess.com/grow

Anthony Iannarino is an international speaker, author, and sales leader of the top ½% of all businesses in America. Between consulting, writing, sales, and running a staffing firm,  Anthony has proven that he is on a mission to serve and to help people achieve better business results than they could otherwise. He shares transformation that his career took, as he learned to embrace the necessary balance between consulting and sales, which he defines simply as the ability to create opportunity and bring value to other people. This episode is filled with valuable insight for consultants who are trying to leave the stigma of sales behind, why Anthony believes that is a mistake, and how exactly to embrace the value of sales instead.   Key Takeaways: [:40] Is sales a dirty word? Anthony explains the shift of power that has taken the dirt out of previously used sales tactics. [4:50] Anthony is on a mission to serve and help other people achieve the results they’re looking for. [6:54] From rock band to multi-million dollar leader, this “golden boy” details his career path. [10:40] Anthony’s first deal was worth $10 million, but the bullying tactics he used back then are not the same ones that he uses today. [12:26] Books by Neil Rackham became his playbook, and self-discipline, his secret weapon. [15:05] Anthony’s three-faceted approach to solving consultants’ greatest challenges includes examining their mindset, skill set, and tool kit. [17:15] Embracing the mindset that sales will deliver value to companies, will always be part of the work that the most effective consultants do. [19:50] A recipe for success that starts at 5 AM has been the start of Anthony’s day since 2009. [24:00] Anthony shares his approach to writing blog posts. His commitment to daily blog posts has landed him many of the clients that he has today. [24:50] Despite peer criticism, Anthony isn’t afraid to share his intellectual property with anyone. [26:30] What kind of timeline to success can new writers expect to see? [28:40] Frequent, consistent, blog posts filled with good content, are the key to connecting to potential clients. [30:20] Anthony’s typical initial interactions with potential clients last no less than an hour, and start with both qualifiers and disqualifiers to find the perfect fit. [33:00] To become a better writer, continue to read and continue to write. The more you write, the better you will get.   Mentioned in This Episode: Anthony Iannarino Solutions Staffing TheSalesBlog.com Neil Rackham Seth Godin Chris Brogan On Writing, by Stephen King On Writing Well, by William Zinsser Love the show? Subscribe, rate, review, and share! Join the Consulting Success Community today: Mentioned in this episode:Get Expert Insights into Your Consulting Business: Claim Your FREE Growth Session Now!Want to get personalized feedback and actionable insights on your consulting business from seasoned experts who've been in your shoes? The Consulting Success Clarity Coaching Program offers just that, and you can experience a taste of it with a FREE, no-obligation Growth Session. On this call, you'll explore how to optimize your business model, refine your messaging, and build a predictable stream of high-value clients. https://www.consultingsuccess.com/grow Double Your Revenue & Gain Control with Clarity 2.0's Proven Growth System.Stop grinding and start leading. Clarity 2.0 is more than coaching; it's an ROI-verified Growth System built for consultants. Gain personalized coaching, proven frameworks, and intelligent AI-powered tools to accelerate your learning. Discover how to attract ideal clients, command premium fees, and build confidence. Over 1,000 consultants have already transformed their businesses. Learn how to intentionally lead your growth. Book your Growth Session Call: www.consultingsuccess.com/grow