5 Low Cost and Successful Methods For Independent Professionals To Get Clients

5 Low Cost and Successful Methods For Independent
Professionals To Get Clients
Copyright 2002 by Paul Bednar

It goes without saying that clients are the lifeline of
every independent professional. You sure won't be in
business long without them! There are many marketing
methods used to get clients. Some methods, such as magazine
advertising, are quite expensive while others cost very
little in comparison and produce better results. Here are
five inexpensive and successful marketing methods to get
clients.

1. Networking

Like it or not, getting clients is done through one-on-one
personal communication. The strength of your relationships
is paramount. You won't get to know anyone or develop any
relationships if you hide in your office or behind your
computer. Get out there and press the flesh!

Clients want to feel comfortable about the independent
professionals they retain and prefer to know them personally
or have a trusted person recommend someone.

Go where the decision-makers are that can hire you. Go to
the same conferences; join the same associations, read the
same magazines and newsletters.

Make a habit of regularly staying in touch with your
network. Contact all of your friends and colleagues. Tell
them what you are looking for and what you're interested in.
Be sure to contact prior employers and bosses too. If
you've departed on good terms, this is a great way to get
clients.

2. Writing articles

An independent professional that writes articles and gets
them published in industry magazines, trade journals,
newsletters, etc. becomes positioned as an expert.

Potential clients that like your articles will contact you
when they want more information. Some of these contacts
will become clients.

Consider writing articles for a variety of publications in
your industry such as magazines, journals, print
newsletters, ezines, and web sites. You can write articles
on a variety of topics such as the new trends, a creative
way to solve a common problem, your thoughts on the current
state of business, etc. There are numerous possibilities!

Unless you are extremely well known, don't start out
submitting articles to the most prestigious magazines and
journals. Start small. It is best to target publications
where you have the most likely chance of getting published.

Be sure to include copies of your published articles in your
literature to potential clients.

Do not ask to get paid for your article. Having a
publication print your article and position you as an expert
is the best kind of advertising you can get.

3. Speaking

Giving speeches, lectures, seminars, etc. is another
marketing method that positions you as an expert. This
concept is similar to writing articles: potential clients
that are impressed with your presentation will contact you
for additional information. Some will become clients.

Use your knowledge and experience to develop talks on a
variety of issues such as upcoming business changes, offer a
unique solution to a recurring issue, etc. Be creative!

There are multitudes of speaking opportunities. It is best
to concentrate on organizations where you have the most
likely chance to speak. Contact local chapters of your
professional organizations. Look for other local, regional,
and national conferences too.

Do not request payment for your presentation because the
recognition you receive as an expert is better than any
advertising you can buy.

4. Your competition

Get to know your competition. They can be an unusual source
for clients.

Has anyone ever told you that they were too busy to handle
your business and they gave you the name of a competitor
that could help you? This is the same concept.

This is not to suggest that you refer all your clients to
your competition. However, there are circumstances when
this practice is appropriate.

Form reciprocating referral relationships with your
competitors. This means you refer potential clients to your
competition when you have too much business and vice versa.
With these relationships everybody wins!

5. Subcontracting

Subcontracting opportunities exist when an independent
professional has a client and needs some help. This
independent professional retains or "subcontracts" you to
perform a specific aspect of their client project. Once
your particular aspect is complete, your involvement with
the project ends.

You get paid by the independent professional that retains
you, not by their client. Generally, subcontractors don't
get paid as much as if they got the project on their own.

Here are 3 main reasons why subcontractors are used:

A. An independent professional has too much work and needs
an extra set of hands.

B. You can perform a particular task more efficiently so it
is more economical for the independent professional to have
you do the work.

C. Your expertise is necessary to complete the project.