Become a Successful Independent Consultant: Relationships That Focus on Mutual Bene fi t Johanna Rothman @johannarothman www.jrothman.com

© 2023 Johanna Rothman @johannarothman Successful independent consultants work in the business and on the business 2

© 2023 Johanna Rothman @johannarothman How can you do both at the “same time?” 3

© 2023 Johanna Rothman @johannarothman In the Business: Your Consulting Engine • Create this loop: • De fi ne your unique value • Identify your ideal clients • Attract clients with content marketing • Build presence with active marketing • Build client relationships, starting with the discovery call • Create successful proposals with fair fees • Manage your intellectual property • Strengthen client relationships for more work and referrals 4

© 2023 Johanna Rothman @johannarothman 1. De fi ne Your Unique Value • What is your “superpower”? • What makes you different? • Potential clients want “same” and “different” • Review past experiences for: • Tangible bene fi ts (direct $ saved, time saved, acquired clients, increased revenue) • Intangible bene fi ts (Cost of delay) • Peripheral bene fi ts (emotional bene fi ts, such as no need for layoffs, people stayed) • Answer the question: “Why would people ask for you?” 5

© 2023 Johanna Rothman @johannarothman Relationship Building Skills Matter Most • Consulting is a communications and relationship business, so those skills matter most • Build rapport • Built trust • Maintain self-esteem • Focus on outcomes • All about in fl uence 6

© 2023 Johanna Rothman @johannarothman How Do You Plan to Serve Clients? 7

© 2023 Johanna Rothman @johannarothman 2. Identify Your Ideal Clients • Start with pain signals • What do people see and hear? • Which of those signals do you want to address? • See the client’s system • Other fi lters: • Industry • Function • Level • Anything else speci fi c? 8

© 2023 Johanna Rothman @johannarothman 3. Attract Clients with Content Marketing • Content marketing is NOT promotion or selling • Relevant and valuable content • You deliver regularly • That attracts and retains clients • Writing, speaking, networking for future bene fi t (not transactional) • Consistent content marketing works 9

© 2023 Johanna Rothman @johannarothman 4. Build Presence with Active Marketing • Robust online presence (LinkedIn and your site) • Network online and at meetups • Plan for three months of outreach while you create content • Add people to your network • Go to meetups (not transactional meeting for people) • Call people to let them know you’re a consultant • Help people realize you exist 10

© 2023 Johanna Rothman @johannarothman 5. Build Client Relationships with the Discovery Call • When clients want to talk to you, insist on a discovery call • Determine if you’re talking with the economic buyer or a technical, coach, or user buyer • Sets the context for trust • What is the client’s context? • What are the client’s boundaries? • Which options can you imagine • Decide when to respond and tell the client that 11

© 2023 Johanna Rothman @johannarothman 6. Propose Alternatives, Each with a Reasonable Fee • Three alternatives • Shows you understand the problems and desired outcomes • Offers you a chance to use anchoring bias • Fees • Project or value-based, never by the hour • Do not accept anything over net 30 days • Ask for full payment in advance for a 5-10% discount • 50% deposit, the remainder net 30 12

© 2023 Johanna Rothman @johannarothman 7. Manage Your Intellectual Property • Content marketing means you create all kinds of IP • Freely available: blog posts, newsletters • Nominal fee: books • Custom, higher-fee: custom workshops, custom articles, custom speaking… • Always read any contract (NDA, SOW, MSA, non-competes 13

© 2023 Johanna Rothman @johannarothman 8. Strengthen Client Relationships: More Work & Referrals • Even if you have to offer bad news, stay congruent • Beware of these traps: • The client does it “wrong” • You want to add more work • You try to work at a different level • Con fl icting client goals • Change the engagement underway • Triangulate interpersonal issues 14

© 2023 Johanna Rothman @johannarothman On Your Business: Systems for Success • How you will make money • Systems to manage your money, health, calendar • When and how to collaborate with others • What success looks like for you • Adapt and evolve your practice 15

© 2023 Johanna Rothman @johannarothman How Will You Make Money? • Your business model • Managing your money, health, and calendar • Adapting your offerings and how you offer engagements over time 16

© 2023 Johanna Rothman @johannarothman Successful Independent Consultants • Create systems to do it “all,” one action at a time • Use content marketing to attract clients • Deliver valuable outcomes • Reassess what they want to do next • Create a business model that optimizes for their uniqueness • Learn and thrive! 17

© 2023 Johanna Rothman @johannarothman Let’s Stay in Touch • Pragmatic Manager: • www.jrothman.com/ pragmaticmanager • Please link with me on LinkedIn • Writing workshop: https:// www.jrothman.com/freeinnerwriter • Book: https://www.jrothman.com/ books/become-a-successful- independent-consultant/ (almost ready to publish) 18