2020 began as an exciting new decade, full of promise for us as independent consultants. Since then it’s certainly thrown us some challenges! None of us knows exactly what lies ahead. What is certain is that there’s never been a more important time to be creative, flexible and resourceful and to build a strong and resilient brand.
The challenges facing independent consultants in 2020
The initial challenge this year was the proposed changes to IR35 legislation for contractors working with large companies in the private sector, due in April. These changes were causing a real headache for some, with many large corporates taking a blanket approach and switching to fixed-term PAYE contracts only.
For many consultants this switch simply isn’t a viable option. Thankfully the legislation has been delayed for 12 months. At this point, we have to assume it’s a delay only and these changes won’t be going away forever. At the time of writing, it’s unclear whether businesses are now reversing their blanket approach.
For now at least, the clearest and most present danger is the COVID-19 pandemic. Many independent consultants have had projects cancelled or postponed. More people are available and looking for consulting work. We’re also seeing some employed professionals who’ve been furloughed offering services for free. So pretty much every consultant is having to rethink how and where they deliver for clients.
What are the opportunities?
The Chinese word for crisis is made up of two symbols: danger and opportunity. This is according to a meme that’s been doing the rounds on social media. I haven’t done my due diligence to check whether this is true. I like this idea so I’m going to stick with it regardless!
According to IPSE, there were 2 million freelancers/independent consultants in the UK in 2017. There’s been an increasing demand for a flexible approach to working both for individuals to fit their lifestyle, and for businesses who might be changing, growing or simply not have a fixed need for a particular specialism. Meanwhile, technology means more work can be done remotely.
As I write this a quarter of the world, including the UK, is in some form of lockdown due to the COVID-19 pandemic. There’s a need for people who can work remotely. Big companies who’ve resisted this idea are having to embrace it quickly. Specific skills/expertise such as communicating with remote workers and online facilitation are in demand.
Whilst businesses large and small are having to tighten their belts and revise plans, for some business-as-near-to-usual-as-possible continues and these organisations still need specialist help.
It’s now more important than ever for consultants to build a consistent and compelling proposition. So what can you do to build a resilient brand that will help you to get hired by your ideal clients – both now and when we come out on the other side?
These steps will help…
Get clear on your idea client
Challenging as it might be, this is a time for clarity and focus. Before you can get hired by your ideal client, you need to know who they are. This means being able to clearly and succinctly explain who your ideal client is. Ideal clients don’t just make sense on paper. You want to enjoy working with them. They are the people and businesses you do your best work and with whom you get your best results. Happy clients = successful long-term relationships.
Identifying your ideal client means getting really specific. Just saying ‘SMEs’ is not enough. Choosing a niche can be scary because you don’t want to turn anyone away, especially at the moment. But if you don’t appeal strongly enough to a specific client, you won’t attract anyone. Of course, your ideal client also needs to be willing and able to pay which means you might need to think creatively beyond your usual niche and into different sectors.
Once you’re clear who you want to work with, you need to know how you can help them. This means being able to articulate the value that you can bring to them. What outcomes do they need right now that you can deliver for them? How can you deliver it in a way that fits their circumstances?
Do great work…consistently
It may be a cliché that you’re only as good as your last job but it’s true. Getting hired by your ideal clients starts with doing a top-notch job on your existing projects. This means delivering consistently, even now when you’re distracted by everything that’s going on around you.
Now is a good time to look for new and creative solutions to your clients’ challenges so you are seen as a truly trusted adviser. This will enable you to set your terms and increase your rates, if not now, at least over the longer term.
Happy clients will refer you to their friends and colleagues. Word of mouth is still the most powerful advertising for independent consultants.
Build the right relationships
People do business with people – it’s the oldest rule in the book but easy to forget. Even if you work with large corporates, it’s still an individual human that decides to hire you. You need to have a proactive strategy for engaging with the right people so you are top of mind next time they need someone with your expertise.
This means building and nurturing relationships with:
- Stakeholders who will hire you – previous clients/bosses and colleagues you’ve worked with
- Your peers – people working in-house, other consultants – in your industry or complementary disciplines that you could collaborate with – and with your industry in general
Of course, at the moment you need to be especially thoughtful . Some people may be run ragged with crisis management. Others may have time on their hands. Either way, they might welcome a friendly ear to chat to. It’s a great time to set up virtual coffees just to chat. People are getting cabin fever working from home and thinking about doing things differently.
Share your expertise
My clients often tell me they want to get known for their expertise but they cringe at the thought of calling themselves an expert. Does that sound familiar? The secret here is to show not tell. How can you demonstrate your experience in your specialist area?
What can you share that will be valuable to your ideal client? This detailed blog post is an example. I could tell you that I know lots about building your reputation as a consultant. It’s much more powerful for you to experience my tips in action.
Find the right medium that plays to your strengths
To demonstrate your expertise, you need to be creating long-form content, not just sharing other people’s content on social media. This means showing up consistently and that’s easier if you pick a channel that comes most naturally to you.
Not everyone loves writing. Fortunately there are now plenty of other options.
You can choose from:
- Blogs – the original form of digital content
- Videos – either live or recorded
- Audio, including podcasts (look out for my Brand Story podcast coming soon!)
- Speaking – even with face-to-face events being cancelled there are plenty of online options
I regularly help my clients to find the right option for them to build a sustainable content plan.
Use social media strategically
Now is not the time for random scrolling on social media. Pick a trusted outlet to get your news updates and check it twice as day. Set aside time for some lighthearted content to cheer you up and for checking in with friends and family. The rest of your social media time should be about having a clear plan for your business.
First figure out where your ideal clients are hanging out. In the B2B world, that’s most likely to be on LinkedIn. There are a few simple things you can do straightaway to have an impact. When was the last time you updated your LinkedIn profile? It’s probably time it got some love. It’s not your online CV! Have a bio that makes you memorable – explain what you do, who you work with and how you help them.
Then invest some time writing long-form posts and articles that demonstrate your expertise and are useful for your ideal clients. At least one original post per week is a great start. You can spend the rest of the time commenting and joining conversations with others.
Be visible and share your story
It’s essential to stay visible during a crisis. If you have time on your hands use it proactively. If you don’t have spare time, make some. Everyone is online at the moment so you need to be where your clients are.
To stand out, you need a framework to your brand story, shaped around your passion, personality and purpose, so that you can easily articulate:
- Who you are
- What you do
- Who you work with
- How you help them
- Why you love what you do
- Your back story
- Your clients’ stories: case studies and testimonials.
What’s crucial is to make your story relevant to today’s environment. What skills and expertise do you have that people are crying out for right now? A simple tweak to your messaging can make all the difference. For example, if you’re an expert facilitator, focus on your experience running online sessions. If you’re a communication strategist, bring your crisis comms skills to the fore.
Have the right mindset
Building a successful business always starts with having the right mindset. The mindset you choose now will impact how you feel about the pandemic and whether your consulting business survives and thrives in the long-term.
Choose to be proactive. Know who your ideal clients are and what you can do for them. Review the goals you set at the beginning of the year. Set specific targets and know how you’re going to achieve them.
Stay focused on the long-term but be creative, resourceful and flexible. How can you translate your experience to new sectors? How can you deliver for clients in different ways eg online?
Think of yourself as a business rather than an employee or a freelancer. Value your time – it’s the most precious resource you have. Value the expertise you provide to your clients so that you can charge what you’re worth.
And make sure you get paid – have agreements/contracts in place. Don’t wait until the due date to check on the progress of your invoice with a large client and don’t be afraid to hold them to account if the payment date is slipping.
Invest in yourself and your business
As an independent consultant, you’re responsible for staying up to date in your profession, industry and specialist area. Keeping on top of the latest knowledge gives you an edge when it comes to getting hired by your ideal clients.
I’ve invested consistently in upskilling myself since before I went independent 10 years ago. This includes professional memberships (IPSE and CIPR), online courses on building a business, business coaching, mastermind groups, and conference and events. This year I am reinvesting more than 10% of my projected revenue in coaching and masterminds.
This may not seem the most obvious time to invest in yourself but it’s an ideal opportunity – to use any extra time you have from not commuting to clients’ offices or from postponed or cancelled projects. It’s a time to learn new skills you might need for the changed world we are going to encounter on the other side of this pandemic.
Get the right support
Working independently doesn’t mean you have to do everything on your own. To thrive, you need objective, strategic insights from outside your business and moral support from your peers.
This means going to the right networking events. These can be industry events or local groups. During lockdown many groups are still meeting online.
Know what you want to achieve from networking – clients, collaborations, knowledge sharing/gaining or simply feeling supported. Use your time wisely! Sitting on a Zoom call may be free but, as I said earlier, time is your most precious resource.
If you can’t find a group that works for you, consider starting your own. That’s what I did when I realised there were no networking groups in my local area specifically for independent consultants in the B2B space. If you’re in Oxford, we’d love to see you at the Oxford Independent Consultants Meetups.
You can also find formal, usually paid, support from a coach or mentor or a mastermind group. And less formal arrangements including co-working and accountability buddies. The key is to find the right option or combination that works best for you.
I am so grateful for the support that I have from my business coach and international mastermind group, and for networking and co-working through our Independent Consultants community.
Last but not least be kind – to your clients, your suppliers, your friends and family, and to yourself. These are unprecedented times (I waited until the last para to use that word!). None of us has been through this before. None of us knows exactly how to navigate it. You can’t do everything and you can’t do everything in the same way you used to.
Good luck and stay safe!
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