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Last week I listened to a social media marketing webinar.  Recognizing the difficulty of selling for many, the presenter said, “make it easy for people to buy from you.”  A very subtle but interesting twist of thinking.  Military tacticians might call this a flanking maneuver.  In other words, don’t approach your prospects where their defenses are the strongest.   Contact them through their trusted associates and friends who know your work.  Deploy the power of your network.

Your network may be your most valuable business development asset. To be effective, they must understand your strategy and capabilities.  They must know what you are trying to accomplish and how to help you.  You must keep them informed through periodic updates.

When I started my business, internet marketing was in its infancy.  I began using email blasts to keep my network up to date on my work.  My outreach reminded people that I was landing new contracts and that I was successfully completing my work.  I would even profile exceptional candidates.  It was an excellent way to generate interest and new business.   I was pleased to learn that my emails had been forwarded three or more times, expanding my audience.  Talk about the power of networking!  To better manage my email marking program, I eventually migrated over to Constant Contact and Mail Chimp.  These tools help me maintain top-of-mind awareness so that when the need arises my clients and prospects know to call me.

You must work to build your network continually.  If your network isn’t growing, it is probably shrinking.  Become active, making new contacts.  Give them a reason to follow you.  I use ‘call to action’ buttons on my website, email signature line, and social media accounts, inviting people to join my email list.

Put your clients on your team and encourage them to support your business development efforts. If they are agreeable, identify them alongside your completed contracts.  This is the time-tested “Band Wagon Strategy.”   I have a friend who refuses to consider this technique.  He considers it to be unethical.  Unfortunately, his business suffers frequent famines, from this failure.   When you complete an assignment successfully, ask the client for a reference and referrals.  This is an effective way to leverage your relationship.

Most freelancers I know use LinkedIn, an excellent networking tool.  Make sure your LinkedIn profile is complete and fully describes your services.   This simple point is often neglected, which works against one’s goals.  Spend the extra money for a paid subscription.  The added benefits are worth the expense, especially the ease of direct contact with prospects, and the SEO feature.  When I perform a Google search of my name or brand name, my LinkedIn page is listed before my website.  This feature makes it easier for people to find me.  Generate more exposure and contacts by participating in LinkedIn groups that match your interests.  Another small but often overlooked technique is to place a link to your LinkedIn page in all of your correspondence, usually in the signature section.  Simple, right?

LinkedIn provides your clients the ability to give you a recommendation.  I like to place their quotes on my website as well.  Make it easy for them by writing your reference. They can edit to their liking so you can cut and paste into your LinkedIn page.

If you want to step it up a notch, start a blog and promote it to your network.  My blog is based on my experiences.  I like to reach out to contacts and prospects to get their thoughts on my projects, then quote them on my blog.  This is a great twist on the Cold Call.   In fact, it is a non-threatening sales call where the prospect is happy to talk with you.  Admittedly, this takes a little more time but is manageable if spread over a few days.  My blog posts become job search reference material for my candidates.
You have a vast array of tools to use, including Facebook, Twitter, and blogging to promote your business.  They are low-cost ways to communicate the benefits of your brand.  For a success, make time to put them into effect.  Help your network help you!

Thank you for visiting my blog.  I hope you enjoyed my point of view and would like to receive regular posts directly to your email inbox. Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read. Your input is important to me so; please leave a comment.

Jim Weber, President
New Century Dynamics Executive Search
JimWeber@NewCenturyDynamics.com
Author of: Fighting Alligators: Job Search Strategy For The New Normal

Current Assignments
1. COO- Atlanta-based Casual Dining Restaurant Company – New
2. Director of Business Dev, Atlanta-based B2B Professional Services Company: Complete
3. Payroll-Benefits Manager, Atlanta-based Retail Company:  Complete
4. Senior Accounting Manager – Atlanta-based Manufacturer. Complete
5. Controller – Atlanta-based Restaurant Company: New
6. Outplacement Assignment – Atlanta-based Manufacturer:  New

It is gratifying to receive positive feedback for one of my posts, especially if it is a personal request for a discussion.  Actually, I received inquiries from two freelancers who had read last week’s post regarding my recruiting efforts for In The Black Partners.  They wanted to know if our program would fit their needs.  I was pleased to learn that I had made an impression on these folks and we scheduled a time to talk.
  
I was interested in learning how they promoted their business.  What were they doing to overcome the “feast or famine cycle?”  Were they making a seamless transition from one project to the next?  This question is important to me as our value proposition addresses this issue.  I learned that they need help promoting their businesses.  They are mostly focused on word-of-mouth marketing and networking.  None of them talked about any digital marketing efforts.

Many freelancers rely on word-of-mouth (WOM) marketing.  I am a firm believer in WOM as it is a powerful way to build a business.  I endorse it completely.  However, word-of-mouth marketing is too passive to be an exclusive promotional strategy.  It is based on the hope that clients will say good things about you.  As the saying goes, “hope is not a strategy.”  Even WOM promotion must be managed proactively.

If you have made it to the point where you are ready to become a freelancer you probably have a well-established network.  This is your principle asset.  The goal is to turn those relationships into recurring revenue.  The challenge is maintaining top-of-mind awareness for your brand.  By managing your network you can create a Business Development machine.  However important, this can be a time-consuming endeavor for free agents.

Time is the freelancer’s nemesis.  If they focus 100% on their current projects there is no time left to prospect for new business.  When you aren’t selling you aren’t generating revenue. The first step in breaking the cycle is to schedule time to pitch your business.  Making a commitment to spend one day a week promoting one’s business is an admirable goal. But, it is a goal that is very difficult to achieve.  Most freelancers will agree.  

Developing the skills to develop and execute a digital marketing strategy is also time-consuming.  In fact, one could easily question the rationale for developing these skills unless one’s practice is related to marketing and public relations.  It is generally better to focus your efforts on your strengths and employ outsourced solutions to compensate for your weaker areas.  This is a sensible decision if funds are available.

Executive search is as close to pure marketing as I have seen.  There may be better examples, like direct mail marketing or network marketing but few other businesses seem to come close.   Whomever I talk with is a prospective client, a prospective candidate, a referral source, or all of the above. Everyone!  My work is all about talking to people, so every point of contact is brand building and selling in one form or another.  Even so, in addition to networking, I employ a fairly comprehensive digital marketing strategy.
    
As mentioned in my last post, helping freelancers break the feast or famine cycle is part of our mission.  Now, more than any other time in history, we have powerful tools to promote your business.  Email marketing, social media marketing; blogging; and webinars, for example, have been game changers.   However, it is still difficult for a single freelancer to find the time and resources to network, and to execute a digital marketing strategy.

Let’s face it, selling isn’t easy.   For many freelancers, it’s dreaded; especially dealing with rejection, a normal part of the process.  Rejection can be painful, and we humans tend to avoid pain.  So, we devote less time to selling.  Cold calling is the worst.  Forget about it!  But, we must sell or face the famine!  To become a successful freelancer you must leverage your time and financial resources.  The best way to accomplish this is to become affiliated with a larger group of free agents.  We recommend an association with an organized group of freelancers working together as a brand.

This week’s focus has been on building our consulting division, In The Black Partners.   I announced the addition of a new consultant, a CFO level professional with experience as a freelancer. I scheduled two meetings to talk with potential freelancers interested in joining our group. I had lunch with a client to tell her about our program and capabilities. I scheduled a smoker for next week to get our group together for some fellowship.  And, I added a virtual assistant to help our team, and promote her business.

In 2001 I read Daniel Pink’s book, Free Agent Nation: The Future of Working for Yourself.  That publication was timely as I had recently begun my career as a free agent, focused on Executive Search. Mr. Pink was spot on predicting the growth of freelancing, as this trend has continued unabated.  By 2020, Freelancers are expected to account for 40% of the workforce.  His thesis validated the decision to start my business. 

Much has been written about millennials who have chosen freelancing as a career or to augment their incomes. Many of these people perform SEO writing and graphics design to aid businesses in their digital marketing efforts. Others are engaged in developing Apps, and of course, a large component, are Uber drivers.  To support this trend, on-line services, like Upwork.com and Fiverr.com offer platforms to connect freelancers with customers.

By 2006 some of my clients began asking for help with significant issues which could be resolved in a short time frame.  As their needs did not require full-time equivalents, I placed consultants or freelance project managers.  I recognized the value of free agents at that point, but didn’t see it as a trend that would reshape my practice.  In fact, my business was in high gear.  However, I knew the demand for free agents was accelerating.

Finally, in 2014 I joined a group of freelancers to capitalize on this opportunity. We branded ourselves as InThe Black Partners, drafted a business charter, created a logo, and built a website with email capabilities.  Our strategy is to help small, emerging companies and established mid-cap brands, resolve their strategic issues. 

It wasn’t long before we found ourselves in the classic time management trap.  We were so busy that we couldn’t focus on building our team. This year I set a goal to recruit more consultants.  We are looking for Baby Boomers who find it difficult reconnecting with the market; executives with corporate experience who want to make a contribution.  These folks enable us to fulfill our mission.

The fundamental problem for most freelancers is devoting time for business development while managing their current projects. It is often called “the feast or famine cycle” as new projects aren’t generated seamlessly to replace completed projects. Most people are good at performing the work they are hired to do, however, business development isn’t a strong suit. We provide an umbrella for freelancers, working under a brand to defeat the “feast or famine cycle.”

Another issue faced by freelancers is the ability to leverage time to expand their revenue potential.  One of my colleagues, I call him “Old School,” often complains that he cannot take on new work because he has exhausted his available time.  I remind him to develop someone to take over his lower value-added tasks or subcontract some of his work.  He would retain responsibility for quality control while making better use of his time.   Working with a group of consultants helps build our revenue beyond that which they could achieve on our own.

Eight years is a long time to maintain a relationship with a client, especially if they haven’t had a need for your services.  It would seem that the risk of losing that client would be high.  As I came to learn this week, that assumption isn’t necessarily true.

I am the Business Manager for a Woman-owned remodeling business that specializes in Kitchens and Baths.  This weekend my client and I celebrated her latest assignment over a glass of wine.  Her client is a couple she worked with in 2008.  At that time this family had considered their options to provide a more livable home for their growing family.   They had evaluated the cost of building or buying a new home, vis-a-vis remodeling their existing home.   As their home is in a good neighborhood they could afford to invest in upgrades, which they viewed as a better financial decision at the time.

This wasn’t a major project, but it did present some challenges.  The Kitchen had a simple layout with space constraints.  They wanted an Island but did not have enough space.  There was a problem with the proximity of junction boxes to the Secretary desk.   My client worked through these issues to the satisfaction of her client.  In fact, she found a solution to the space constraints by putting the island on casters so that it could be moved out of the way when necessary.

Today, eight years later, this couple is in a better financial position and the real estate market has increased the value of their 20-year old home, a Georgian Colonial.  Now they can build their dream home and want my client to design the kitchen and baths, and help them acquire cabinets and appliances.  They also want her to help stage their existing home when they put it on the market. This is a big project as the new home will be about twice the size of their current abode.

This wasn’t the first time my client has been called back to take on bigger projects for past customers.   I know the power of referrals and repeat business but I was curious as to what set my client apart in this highly competitive market.  I assumed that she had met her client’s expectations and established rapport and trust.   But, what was it that motivated them to call her, eight years later?  So I asked my client “what did you do for this family that made them want to hire you again?”  She responded by breaking the project down into three major components.  She said that she kept the project on time and within their budget; she helped them make timely decisions; and she helped them save time, so as to be more efficient.  She went on to say that she advised the client about problems they may encounter down the road.  In most cases, her predictions were accurate.   I don’t doubt her project management skills, but I found it a bit amusing that she did not mention another very important point.

Eight years is a long time in “The New Normal.”  Relationships wax and wane. Many companies in the construction trades failed and went out of business.  My client had to scale back her business. The fact that she received a follow-on call from these folks is remarkable.  But, my client had some help. I have been working with her to maintain and build on her relationships, employing an email marketing strategy.  This effort was not that difficult.  We established a Mail Chimp account and imported her mailing list.  After that, it was just a matter of developing interesting posts to share with her network.   Periodically she has communicated with her contacts keeping them updated on her activities and projects.  Former and prospective clients know that she is still helping homeowners with their remodeling needs.  By staying front and center with these folks, she has maintained these relationships, generating calls even after eight years time.

We live in a fast-paced, rapidly changing world.  Businesses are challenged to retain existing customers while closing new prospects.  Fortunately, we have tools to keep our networks alive and healthy.  Email marketing platforms like Mail Chimp and Constant Contact are viable solutions.  Starting a blog is another useful strategy.  These services are easy to use and relatively inexpensive, a real force multiplier.  Whether you are working to grow a business or manage your career, maintaining a healthy network is fundamental to success.  Using social media and other digital solutions is a viable solution for most.

This past week, I had my second opportunity to talk about “Working with Executive Recruiters.” This time, I spoke to a group of Controllers and Chief Financial Officers, members of The Financial Executives Networking Group (FENG).  The discussion following my talk was much the same as my first presentation on this subject.

Once again the meeting began with a brief personal introduction from each of the guests. This was their opportunity to spend 30 seconds on their elevator pitch to let the group who know who they were and what they were looking to accomplish. As with my last presentation, I planned this to be a dialogue, not a lecture.  I asked that they include one top of mind question on the subject.  Once again, the biggest question was about communications and follow up from the recruiter.  They did not hold back on their hostility toward the Executive Search Profession.  My work was evident.

The next day I received an email from a gentleman who could not attend the meeting.  Let’s call him Jack.  He had a conflict that evening, but still had questions he wanted to discuss.   We agreed to schedule a phone call for Friday morning.

I called Jack promptly at 9:30 a.m. Friday morning.  Jack apologized for missing Wednesday’s meeting but thanked me heartily for talking with him.  He told me that he was baffled by a recent experience with a recruiter.  He went on to say that he was a finalist for a senior position in a family-owned company.  The recruiter managing the search was, in fact, a consultant working with this employer. My antennae became activated.  Jack worked closely with this consultant who stroked his ego and promised him a serious, long-term relationship. He took Jack through an elaborate interview process including case studies, presentations, and social events.  When the client was ready to make the hiring decision, the consultant told Jack to “sit tight” and wait.  

Jack “sat tight” for eight weeks before he finally called the consultant. Now that floored me. I can’t imagine why anybody would wait around for eight weeks for an answer to an otherwise, immediate decision. Or, why this consultant had not revealed that the other candidate was offered the job. I told Jack that waiting eight weeks to follow up with the executive recruiter was far beyond the concept of “sitting tight.”  

My experience is that the final decision is made in a matter of days. I have had clients who ask me to keep the runner up “warm,” in case they fail to close the deal with their lead candidate.  Actually, that is standard procedure for me as it is not uncommon for the primary candidate to reject the opportunity.  I advise the runner-up to be prepared.  I told Jack that he should have checked-in within one week.  The consultant had failed to do his job.

 The downside to my work is that I am the bearer bad news. Only one person will be chosen for any of my searches so the other folks in contention will get a negative response sooner or later. Giving bad news to so many people over time is difficult.   Executive Recruiters are human, and for some folks, this responsibility is something they can easily procrastinate. That doesn’t mean to say that it’s right, it’s just a fact of life.

In this case, I am unclear as to whether the consultant had any experience conducting a search assignment.  Notwithstanding, he gave my profession a black eye.

Jack should have contacted his recruiter earlier.  It would not have changed the outcome, but he would not have wasted as much time thinking about the situation.  It is also good to know who is conducting the search.  A few questions about the recruiter’s search experience and additional background information is always a good policy.

 Thank you for visiting my blog.  I hope you enjoyed my point of view and would like to receive regular posts directly to your email inbox. Toward this end, put your contact information on my mailing list.  

In my March 6 post, I discussed Career Tips For Changing Industries.  Well, I have something to add. I talked with two gentlemen this week who are thinking about changing careers or at least taking a different direction. John, a fellow alumnus, reached out to me because we had met and he follows my blog.  He lives in Dallas and has built a career in banking, working with clients in the Petroleum Industry.  He knows that opportunities in his field are limited in Atlanta, but it is home. He wants to relocate and find something compatible with his skills and experience. Bill recently moved to Atlanta.  He has had a career in finance and accounting and account management with big-name brands. Currently, he is an account executive providing outsourced logistics services. He’s been with his current employer for about eight years but doesn’t see further upside potential, hence the interest in new opportunities.

I had a brief conversation with John early in the week to understand his goals.   John said that he had not done much networking, nor had he paid much attention to his resume as his job changes had been secured through people he had worked with before.  He is not looking for a career coach and does not think he needs professional help with his resume.  In fact, as I came to learn, his resume does need a lot of work.  We discussed some preliminary thoughts and agreed to have a follow on conversation after I had a chance to review his resume.

After a review of his resume, I sent him a copy of The Executive Resume Cheat Sheet. I knew it would be revealing.  He reviewed that document before our second conversation.  He acknowledged the work ahead of him in that regard, so our next call was brief.  I reinforced key points about effective resumes and added a few additional observations.  I suggested that he think about career options to explore while he worked on his resume.  I also suggested that he purchase my modestly priced book “Fighting Alligators: Job Search Strategy For The New Normal.”  I know, it is a shameless plug, but he could really benefit from the wisdom offered in that book.  It is safe to say that John is at the front end of this process.  I believe that his primary goal is less about changing careers than moving back to Atlanta.  That desire is driving the question about his career.

I met Bill Friday evening.  My networking partner, Faith, invited him to our event.  While sharing a bottle of wine, Bill told me about his background.  He provided an excellent overview of his career and his thoughts about moving in a different direction.  Bill’s goal is to advance his situation by building on his experience and accomplishments.  He is not location focused, as Atlanta offers a lot of opportunity in his field.  He does need some help building his network in the market.  I offered some ideas for his consideration, and we agreed to further the conversation.

Both of these professionals must be careful to protect their current employment as they seek out new opportunities.  John’s situation is complicated by his motivation to relocate.  It is possible but unlikely that he will find an Atlanta-based employer willing to subsidize his relocation.  Bill’s situation is less problematic as he is interested in the search for a different opportunity within his industry segment.   Both of these gentlemen are at the beginning of the process to change their career direction.  They need do a complete analysis to validate and clarify their goals and then craft an appropriate plan.

If you are serious about changing the direction of your career, be clear about your goals.  Make sure to analyze your situation thoroughly so as to better understand your options.  Develop a plan to realize your goals.

Thank you for visiting my blog.  I hope you enjoyed my point of view and would like to receive regular posts directly to your email inbox. Toward this end, put your contact information on my mailing list.

Your feedback helps me continue to publish articles that you want to read. Your input is important to me so; please leave a comment.

Jim Weber, President
New Century Dynamics Executive Search
JimWeber@NewCenturyDynamics.com
Author of: Fighting Alligators: Job Search Strategy For The New Normal

Current Assignments
1. COO- Atlanta-based Casual Dining Restaurant Company – New
2. Director of Business Dev, Atlanta-based B2B Professional Services Company: Complete
3. Payroll-Benefits Manager, Atlanta-based Retail Company:  Complete
4. Senior Accounting Manager – Atlanta-based Manufacturer. Offer Accepted

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