I
remember a lunch I had with a colleague during my very first year in the
industry. We were talking about my
new life as an independent consultant, when he jokingly said, “All you need to
be a consultant is a briefcase and a business card!”
style="mso-spacerun: yes"> How wrong he was!
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To be
successful as a speaker, trainer, coach or consultant takes far more than a
briefcase and business cards. In fact, the list of all the things you need in
order to run a modern, independent practice is very long indeed!
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Depending
on the specific type of business you’re trying to build, here are at least nine
categories of tools you may need, and each category could contain literally
dozens of items. Here are a few
examples of each:
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Basic
Office Equipment: State-of-the-art computer, software, high-speed Internet
modem, telephone, voicemail, a fax machine, scanner and printer, etc.
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size=3>Production Equipment: Digital video/audio recorder, digital still camera,
professional quality microphone, video/audio production software, photography
lighting kit, book binding equipment, paper trimmer, laminator, etc.
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Marketing
Tools: Business plan, numerous brochures, course descriptions, service
descriptions, testimonials, client lists, fee schedules, ads for publication,
templates for newsletters and contact list mailings, letterhead, etc.
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Sales
Tools: Needs assessments, proposals, contracts, invoices, statements,
etc.
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Products
to Sell: Books, audio programs, video programs, branded trinkets,
etc.
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size=3>Presentation Tools: Nametags, tent cards, workbooks, facilitators’
manuals, powerpoint presentations, registration materials, diagnostic
instruments, introduction, certificates, assessment reports, etc.
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size=3>Technology Tools: Website preparation and tools such as: URL, @yourURL
email address, audio, video and flash files, hosting services, shopping cart
service, banking gateway, contact database, webcasting/podcasting capabilities,
teleconferencing services, etc.
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People
Tools: Bookkeeper, accountant, banker, financial planner, lawyer, web designer,
graphics artist, copywriter, marketing consultant, performance coach, office
staff, etc.
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size=3>Miscellaneous: Preferred member programs with select airline, hotel, car
rental companies, professional association affiliations, chamber memberships,
etc.
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size=3>To give you an even better idea, we’ve prepared a “Tools
of the Trade” checklist, which you can access at
href="http://www.masterstream.com/BACTM/11checklist.pdf">http://www.masterstream.com/BACTM/11checklist.pdf
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To
determine how much work you have to do to get your “tools of the trade” in
order, begin by working your way through the checklist, eliminating those that
don’t apply to your specific practice and adding other items you believe should
be on your list. As you do so, whenever possible, gather materials together
physically so you can examine them as a set.
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Now,
critically review your tools situation by considering these seven
questions:
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Missing
Tools? — Do you currently have the tool? If you don’t, you’ll need to make
acquiring it a priority.
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Outdated
Tools? — Are the tools “up-to-date” or “out-of-date”? That may mean that a
simple address change needs to be made or it could mean that the tool no longer
performs the functions that you need. Maybe its time to trade in that fax
machine from 10 years ago for a nice shiny all-in-one.
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size=3>Mismatched Materials? — Are your materials a hodgepodge collection of
random designs or do your materials synchronize well? Consistent fonts, logos,
feel, textures, spacing and images make for a very professional presentation.
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face=Times>Inconsistent Branding? — Are your tools consistently communicating
the same image or do you have multiple versions of your logo and a bevy of
“seemed clever at the time” slogans?
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Inferior
Design? — Do your collateral materials look like they were created by a
professional designer or a “how tough could this possibly be” amateur?
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Inferior
Quality? — Do the physical materials you used when producing your brochures,
business cards, and marketing materials convey an image of class, substance and
richness in color and texture? It’s not impressive to have a full-color business
card ink-jetted on notebook paper.
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Poor
Tension Management? — A great many of the tools you need for building your
business are intended to prompt your existing and prospective clients to DO
something. How well do they do what they were intended to do?
style="mso-spacerun: yes"> For example, if a brochure was intended
to grab a prospect’s attention and stimulate them to take action but even YOU
lose interest in the first two sentences, something is SERIOUSLY wrong with
tension management!
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By the
time you’ve completed your inventory, you’ll no doubt have MANY tools in need of
repair. So take inventory and
seriously think about equipping yourself to succeed.
About the Author:
T. Falcon
Napier has mentored Speakers, Trainers, Coaches & Consultants in building
their businesses for over 20 years. Serious about assessing your business for
free? Discover how you can thrive, not just survive at
href="https://www.mcssl.com/app/adtrack.asp?MerchantID=67381&AdID=306999">www.MasterStream.com/BBVA.
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