Today I want to talk about creating business tools and why they are the key to connecting the dots. This week’s lesson was particularly relevant to me on a couple of levels. First, I have been consulting in one way or another ever since I left corporate America in 1990. I have competed against large companies and won business, but like Dee Kumar’s experience, there were some lessons to be learned along the way.
In the beginning, the dreaded question – “who have you done this for?” – could put fear into the heart of an aspiring consultant, when the true answer to the question is “nobody”! As I ponder diving head first into consulting again, the topic of this week’s lesson - creating a tool to support your sales efforts - will be very useful in helping me deal with this question.
SWOT Revisited
As I’m reinventing myself in the internet marketing world, I am looking at the offline SEO world as a place to leverage my online experience. Until recently, I taught a course in the Continuing Ed department at Penn State University on building an online business. In the process of both promoting and teaching this course, I have had several requests to do some consulting around this topic, and optimization of web sites in general. To date, I have said no. But, I’ve made a mental note of the demand that’s out there. Strength? My practical and teaching experience. Opportunity? Demand is out there.
A couple of things happened last week that have nudged me in this direction. First, my sister asked me to look at a new website she’s having developed for her business (she runs a local home care agency). The website was essentially her printed brochure, cut and paste into a Word Press template. No keywords, no on page SEO, no email capture capability. Yet the company she’s working with told her that the site will work for lead generation and she’ll be on Page 1 of Google. We’ll fast forward through the gory details, but the final straw for me was the perception that this company was actually programming the website for her. When I told my sister about the WP template, it was clear that she did not know what she was paying for. It doesn’t hurt that Dee also used this niche as an example in this week’s materials. Opportunity?
The final consideration for me on why offline SEO consulting might make some sense is that I have always been good at building relationships. That’s what sales is about to me. Strength?
This simplistic SWOT analysis needs to be developed the Dee Kumar way, but it’s early in my thinking and a start.
The Value of Tools
As these thoughts are percolating and the beginnings of a new plan are forming, the real essence of this week’s lesson gives me something to build on. Developing a tool, documenting my methodology and systems, will help bring additional credibility to what I’m doing if I decide to pursue this niche. While I can use my own site for some credibility, there’s a difference between building something for yourself, and consulting with other businesses.
Developing a tool will also help me identify where I need additional support in pursuing this new niche. We know by now that my technical skills are not the best. I can’t build people fancy websites. Basic sites that work. Yes. Flash and trash? No. So I know that I’ll need to tap into a network of people that can help me by supplementing the skills I lack. Working on a tool to use in my sales process, that shows my prospects what I’ll do for them and how, will force me to really think about my process, and identify gaps where I’ll need to outsource.
Finally, the tool can become my work plan as new clients are brought on board. Effectively, this concept has built in multi-tasking.
In all of my entrepreneurial ventures, things begin to evolve. Ideas come, get worked a bit, get discarded and ultimately get replaced by new thinking. The timing of the Online Marketing MBA is good for me from this perspective. Serious thinking is hard work. If you’re looking for a way to work through the clutter that is internet marketing, think about enrolling. It’s worth it.
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