The top IT consulting professionals in the nation have a series of PRIORITIES, STRATEGIES, and ACTIONS that help them to dominate their competition.
Following is a 33-point list that shows how to make it to the top 1% in your field. It is based on a series of interviews with IT professionals earning over $350,000 per year.
1. Commit to business development. Because of this commitment, the top 1% market their business with focus, discipline, and enthusiasm. In fact, business development for them is as much of a priority as providing technology services. They recognize that no matter how great their knowledge and competence is, without investing in a business development system, few people will care. Furthermore, they see business development as an investment that generates revenue, not a cost that takes away from revenue.
2. Be driven to dominate a niche market. The top 1% recognize that they can earn more revenue by focusing on a specific niche target market, and so they develop strategies to dominate that market.
3. Be goal-oriented. Set specific goals about the revenue you want to generate, the clients and projects you want to have, and the services you intend to offer.
4. Commit to being professional - dignified, respectful, competent, confident, positive, and polite.
5. Make building relationships with clients, referral sources, and potential partners a major priority. The top 1% work hard to connect with people, beyond a client/consultant relationship. They are approachable, likable, and warm.
6. Commit to continuously improving your capabilities, service offerings, and marketing.
7. Make getting results for clients another top priority. Focus less on what you do and know, and more on the end result you get for clients.
8. Be open to advice and guidance from others. Recognize that you don't know it all, can't do it all alone, and that other experts can help you build your business.
9. Be empathetic. Listen attentively, and step in the client or prospect's shoes and relate to their situation.
10. Balance your life. Commit to taking time out for family, rejuvenation, and community activities.
11. Be action-oriented. Don't let your ideas and plans collect dust.
STRATEGIES
12. Develop a business development plan that builds trust and establishes credibility with your target market.
13. Use education-based marketing to provide valuable information and education to prospects and clients, and to establish your credibility.
14. Implement a number of ways to attract prospects, follow up, and communicate valuable information and education. This includes developing an effective web site, publicity, fact kits, public speaking, seminars, audio programs, articles, videos, and other tactics.
15. Differentiate your offerings from the competition. The top 1% have developed an "edge" that matters to their prospects, and they communicate the elements of this edge in all of their marketing materials.
16. Establish a national reputation and presence - even if your business is focused on a local market. That's because national exposure does not cost a lot to get, but generates tremendous credibility. Also, distance makes you appear to be scarce, and being scarce makes you more valuable.
17. Develop a complete, powerful marketing message that compels prospects to contact you for more information.
18. Develop a strategy to dominate your niche. The top 1% insist on being tops in their field. If they aren't the dominant player in their niche today, they either define a new niche or change the rules of the game in the current one.
19. Implement a methodology that ensures consistent service and results to clients, and that sets your business apart. This includes using service guarantees and promises that competitors can't match.
20. Charge high fees, and do not compete on price.
21. Get involved in the community in ways that support your business.
22. Be a fanatic when it comes to collecting client testimonials and case studies.
23. Network in a way that attracts referral sources to you, instead of having to beg potential referral sources for their help.
24. Continuously upgrade your services and know-how in areas that will benefit your target market.
25. Develop strategic plans to keep clients for life.
ACTIONS
26. Budget time and money for business development.
27. Create compelling marketing collateral and educational products that attract prospects.
28. Compile, maintain, and use a mailing list that follows up with prospects and clients.
29. Implement an automatic business development and follow-up system, one that works even when you are doing other things.
30. In face-to-face meetings, spend the majority of time asking questions and providing information, NOT selling or pressuring for a contract.
31. Deliver unmatched service, from your first meeting with a potential client, to months after the project is complete.
32. Invest time building relationships with current and past clients.
33. Get support from professionals, a business development coach, and colleagues.
Copyright Andrew Neitlich.
Andrew Neitlich is the Senior Editor of The IT Accelerator, a newsletter which helps information technology consultants and professionals attract more clients and high-paying projects.
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