In the competitive landscape of consulting, the importance of a robust network cannot be overstated. During my time in business school, a professor imparted a crucial lesson: success in business hinges not only on what you know but also on who you know. Initially, I was focused on my knowledge and skills, juggling a full-time job while pursuing my MBA at night, leaving little room for networking. However, eight years later, as I left the software industry to establish my own consulting practice, I realized first-hand the profound impact of that advice.

The Power of Networking

The early months of my consulting career were fraught with uncertainty. Remembering the importance of building a strong network, I reached out to former contacts and let them know I had launched a marketing consulting practice. Luckily, I was referred to my first client by a former colleague in the software industry.

The initial referral helped me realize that others would not materialize without some effort and time. I committed to actively networking and chose my business school alumni association as a starting place.

I was referred to my second client by the business school liaison for the alumni association. Two students in the graduate program were looking to grow their business with increased marketing.

I attended a networking event at the home of an alumna of another program from my school. Upon learning that I was a consultant, her husband, a Certified Management Consultant®, invited me to be his guest at the next IMC USA program in our region. IMC became not only a resource for professional development and ongoing learning, but it was also a top source of leads for my consulting practice.

Over two decades in business, I have found that networking remains the primary source of new clients. But it came with a learning curve that involved some trial and error.

Strategic Positioning Through Self-Awareness

To network effectively, one must first establish a solid foundation rooted in self-awareness. Understanding your strengths, weaknesses, and the needs of the marketplace is essential for strategic networking.

When I began my consulting journey, I had a vague idea of my direction. It was primarily based on talking about what I had accomplished in my career and with other clients.

It wasn’t until I joined a peer advisory group six years after starting my consulting practice that I was able to focus on and refine my positioning. I realized that my true value and the consulting engagements that I enjoyed involved collaborating with business owners as part of their executive teams, rather than merely offering marketing services as a consultant.

At the time, a colleague in IMC had positioned himself as The CFO for Rent. I borrowed the concept and became the first CMO for Hire in the United States. Now the world is full of Fractional CXO’s – a model that has increasingly caught on in the gig economy.

The next part of this article is how you can skip some of the trial and error and avoid the mistakes I made. Focus on taking the right initial steps to make sure you get a faster return on your investment in networking.

Actionable Steps for Building a Networking Foundation

1. Know Thyself: Conduct personal and business assessments to identify your unique strengths and positioning. Tools like the Myers-Briggs Type Indicator (MBTI) and DISC personality profile can be helpful. Some assessment tools are free, while others require a fee.
2. Leverage Training Programs: Consider enrolling in programs like QuickStart and Mastering Management Consulting offered by IMC USA, which not only help you position yourself effectively but also connect you with a community of fellow consultants.
3. Engage a Coach: Seek guidance from experienced coaches who specialize in consulting. Their insights can help you navigate the complexities of building your practice. There are many coaching programs for independent consultants, including:
   • Alan Weiss
   • David Norman CMC®-AF, FCMC of The Consultants Peer Group
   • Melissa Lieberman
   • David Fields
   • Coaching Success (Michael and Sam Zipursky)
4. Craft a Compelling Elevator Pitch: Develop a concise and memorable elevator pitch that encapsulates your unique value proposition. Ensure your positioning and message are consistent across your online and in-person networking.
5. Reach Out to Existing Contacts: Reconnect with former colleagues, clients, and industry leaders. Utilize platforms like LinkedIn to expand your network and announce your consulting practice. Go one step further and find a way to creatively notify your past contacts about your new business. A unique way to deliver your new business card, a video announcement or a promotional mailer can make more of an impression.
6. Identify and Seek Out Key Referral Sources: Create a W.I.N.K. (Who I Need to Know, originated in the Provisors networking organization) list to target potential referral sources. This strategic approach will help you focus your networking efforts on your top referral sources. Not every person you meet will be on your W.I.N.K. list. But most people have connections, and you can ask for introductions to the type of professionals most apt to refer your services.
7. Participate in Industry Events: Attend networking functions regularly to build relationships. Consider volunteering for roles within organizations to increase your visibility and trustworthiness.
8. Establish a Follow-Up System: Prioritize your connections and maintain regular communication. This could involve scheduling in-person meetings or simply reaching out with helpful resources.
9. Become a Thought Leader: Share valuable content that positions you as an expert in your field. Whether through blogs, podcasts, or social media, providing insights can keep you top of mind with your network.
10. Focus on Long-Term Relationships: Networking is not a one-time effort. Consistency and value addition over time will solidify your presence in the minds of your connections.

Conclusion

In summary, becoming a successful consultant requires a strategic approach to networking. Embrace self-awareness, continuously adapt to changes in your environment, and remain committed to building meaningful relationships.

If you have insights or success stories related to networking as a consultant, I encourage you to share your experiences and tips in the comments below. Here’s to your networking success!

About the Author

Jen Beever Causey CMC®, MBA is a Certified Management Consultant specializing in strategic and digital marketing. She currently serves on the Marketing Committee of IMC USA. She has joined and networked in professional associations including IMC USA, The Association for Corporate Growth, The Association for Strategic Planning, Provisors, and The World Affairs Council of Ventura County. She served as Marketing Chair on the Association for Strategic Planning Board and one term on IMC USA’s Board of Directors. Jen specializes as the “CMO for Hire for Geeks, Scientists and Engineers” to increase awareness, generate marketing leads and increase revenues.