Successful Security Consulting Marketing and Teaming: Promoting Yourself and Your Practice Frank Pisciotta, CSC President & Principal Consultant Business Protection Specialists, Inc. 1
Marketing Your Practice Is it Marketing or Sales? Challenges to Entry The Foundations to Creating a Marketing and Sales Plan Measuring Results 2
Marketing Defined by Webster Marketing Making your business fit for sale to the marketplace One to Many Sales Relating to or used in selling One to One There is a difference. General marketing is shot gunning Sales is securing an engagement with a single client 3
Making an Impact in the Market Want to be small? Think boutique look special - niche Hone your knowledge beyond your competition outlier Want to be BIG! Make sure you have the resources to back it up employees or 1099s Know where to find assets you may not have subcontractors/network Partner with the best If you re a technical security consultant 4
What is your market? Who are your targets? Important Steps Are you a one-client or a multi-client consultant? Are you doing research or dreaming? (Do you really know?) Can you qualify the targets you are chasing? What are the problems/opportunities in that market? Challenges you will face as you introduce yourself to the industry. Segmenting the market and positioning your business to be recognized. 5
Engagements by Vertical 6
Engagements by Vertical 7
8 When You re Starting Out Customer Satisfaction Surveys Customers Top of Mind Programs Prospects searching the web for consultants Google Pay Per Click Security contacts in our vertical markets Referrals Prospects who know they have security needs and want a security consultant (bid work) Prospects who know they have security needs but don t know to whom to turn Prospects who don t recognize they have security needs (everyone else) and what the consultant will do for them RfP Services (ONVIA) Search Engine Optimization Prospects impacted by regulations Prospects that have experienced an incident Public Relations BPS 2006 8
Mass Marketing Marketing Strategy Internet webpage / web ads Mailers and Brochures Presentations One-to-One Marketing Customized Letter Scripted Phone Call Concise Email 9
Applying Strategies to Get Business Security Management Consulting concept is fairly well established in people s minds BUT, you still need to sell the uniqueness of YOUR practice. Security Design MUST be sold as distinct from vendor offerings non-vested. Independent Security Engineering must be a licensed practice. 10
Applying Strategies to Get Business Visibility elevating your visibility to potential clients Getting Found how do you get found when clients are looking for you? Monitoring for Opportunities for persons actively in search of your security services Managing Clients for persons actively in search of your security services 11
Visibility Networking IS NOT going to a Chamber of Commerce or business meet and greet, handing out your card and saying call me if you need a security consultant. IS cultivating beneficial relationships IS helping others succeed first What do you have for me? What is your intel? IS asking for help from friends, colleagues, clients IS getting referrals, references 12
Networking (Sphere of Influence) Those you know or who are part of your life professionally, as well as personally. In his book, How to Sell Anything to Anybody, Joe Girard explains his Law of 250. The average person has a personal sphere of influence of about 250 people. How big your sphere is depends on you. 13
Visibility Networking PR Firm can be useful but costs $$$ Publish in publications your potential clients read Speak in front of potential customer groups Volunteer in visible positions in trade groups that fit your niche Clients are purchasing our services on credibility. Writing and speaking build credibility 14
Getting Found 15
Monitoring for Persons in Search of Your Service RFP Services can be useful but costs $$$ Web May find RFP s by searching Register with Procurement Groups 16
Marketing Balance Best Sources for New Business Existing Clients Success = New Clients Replace Lost Clients Sales grow at maximum possible rate Failure = Forgetting to Market If you are successful, at least 20% of your time today is devoted to tomorrow s business. If you are a new consultant, 100% of your time is devoted to marketing your skills. 17
Why Clients Turn Marketing Into Sales The Two Most Important Reasons You Will or Will Not Get Hired Why you re most likely NOT going to be hired I m the best at what I do! No! Everyone is now qualified. I have more certifications, degrees & experience! No! The field is very diluted and will continue to be a commodity of initials. No one else offers what I do! No! Everyone offers the same level of service. 18 18
Why Clients Turn Marketing Into Sales The Two Most Important Reasons You Will or Will Not Get Hired Why you re most likely TO BE hired It is because the client needs you! Yes! They need to fill a position, need a bid, solve a problem. It is because the client needs your solution! Yes! They think your price is better, trust that you ll meet code or believe you can do it better, faster or with grace. It is because the client perceives a better solution! Yes! They won t be questioned if the project fails; you can be trusted, you ve done it before 19 19
Marketing to Existing Clients Existing Clients = Bread and Butter Keep pertinent information in front of them Be ready to answer questions Be the go-to resource when an issue comes up When given the opportunity, offer strategy for long-term success. Prioritize Identify cost, including your fee Offer value Order their priorities: Price Quality - Experience 20
Marketing to Existing Clients Get to know your client s budget cycle Let your ideas becomes their ideas. You will be a winner. Don t be a strap-hanger. Know when to move on and wean a client off of your services. You will be well thought of for your integrity and you will get referrals. Don t wait for the client to cut the ties. 21
Marketing to Existing Clients Always maintain a top of mind relationship through: Periodic phone calls / emails Topical information / newsletters Occasional breakfast or lunch very tough! Don t be afraid to ask a client for help People enjoy being asked People appreciate the exchange It s called relationship 22
Utilizing Client Knowledge Do your homework on target markets. Lots of web information. Know your prospects and their needs. Know your competition even more. Stay ahead of industry trends. OR, you will get left behind. 23
Work Products as a Promotion Tool are... Where the Rubber Meets the Road Take advantage of your fine work As an entre to add-ons As a referral to others in company As a reference to others in need Nothing you do will ever top the goodwill of your client (and their reference) Sometimes you can work for free for the reference 24
Measuring Your Results Achieving Continuous Improvement Track your proposals (e.g. assign numbers) Total proposals (81) Win rate 72% Average Engagement Fee - $xxx Sales without formal RFP 11% Track the project type Track the source (and remember to say thank you) Track your average engagement (data required for acquisition) Track results (batting average) Track overall sales over time (including sales without formal RFP) 25
Defining Your Image What do I want to look like to the world? Some want to look BIG (1 consultant -350 MEPs) Some want to be a One Stop Shop Some want to look Special (niche) Some want to practice in their wheelhouse What do you want to look like? Need to pick the image that best fits your personality, practice, and strategy (three types of consulting) 26
What s Your Personal Style? Must be YOUR personal style Should be different from others Could be very nuanced in approach Could be very solid and traditional Must be PROFESSIONAL 27
Know Your Audience What do they want to see and hear from me? Appearance Casual Button Down Use what works where Presentation High-energy Type A may need to tone it down Analytical might need to show energy Substance Direct, clear, concise Overview for the visionary Drill down to detail for analytical 28
A Word about Image Image is also: How you look How you dress What you drive How you behave How you treat people How people perceive you 29
Transitioning on the Fly When to Stop Marketing and Start Selling Don t keep talking when someone says, Help me. Asking the right questions is a form of marketing. Builds client confidence Saves time Better to show than to tell Makes you an immediate resource 30
Teaming Strategies Team Members Roles Tasks Skills Ops/Physical/IS/etc. Leadership Collaboration Shared Wins 31
Questions & Discussion 32