Steve Simon runs a small consulting business and is a faculty member in the department of biomedical and health informatics at the University of Missouri-Kansas City. He developed a website in 1999 that now has more than 2,000 pages covering topics in statistics, research ethics, and evidence-based medicine.If you want to start an independent consulting business, congratulations. It is a unique experience with rewards and challenges. I have been told one of the biggest challenges can be finding new clients.
There are many ways to find clients, but I am focusing on emails. Emails should be written carefully—you do not want to come across like Ned Ryerson, the obnoxious insurance salesperson from Groundhog Day. If your emails are too strongly worded and sent too often, you may lose your audience or have your emails marked as spam.
Birth Announcement
The day you decide to hang out your shingle and start looking for clients, send out a birth announcement. Tell everyone about your new business: “I’m now the proud owner and sole proprietor of the independent consulting business P. Mean Consulting.” You do not necessarily need to include you are looking for customers since it is implied.
Send the birth announcement to your relatives, teachers, college friends, high school friends, and even your kindergarten playmates if you are still in touch. This is a time when it is safe to be aggressive. Everyone loves to hear about new careers and opportunities. Your second cousin twice removed who works odd construction jobs might not need a consultant, but she might know a friend who does.
When someone sends out a congratulatory reply, follow up by thanking them and mentioning how business is going. If you already have one or two customers, share a few details so they will know the type of clients you want to work with.
You might only get a single shot to bug your second cousin twice removed but for people closer to you, you might decide to send an anniversary announcement. Let them know it is the anniversary of your new consulting business and briefly discuss your accomplishments. This is another chance to help them understand your work.
Branding Your Emails
The emails you send, regardless of the topic, give you an opportunity to remind everyone about your business. First, purchase an email domain name that reflects your company’s name. (A Gmail account screams “Unserious!”) I spend money on my email account (mail@pmean.com) each month, but I can use it as a tax deduction.
Set up your email system to include a signature with another reminder of your business: Steve Simon, P. Mean Consulting. Add a motto on a second line such as, “We’re more than your average company,” or include a link to your company website (www.pmean.com). I do not recommend using more than two lines for your signature since this might be a turnoff for some of your colleagues.
Most people forget you can customize how your name appears on your email. This is another opportunity to promote your business and/or your credentials. For example, “Steve Simon, PhD Statistician” or “Steve Simon, P. Mean Consulting.” In my experience, this subtle difference prevents my emails from being marked as spam. I do not like to include my degree after my name, but it might make a difference to some of your clients. If you have taken the trouble to get an ASA accreditation of PStat® or GStat, consider adding that after your name, too.
Start a Newsletter
I recommend developing a newsletter you can distribute by email with a few articles that highlight your skills and knowledge. Other content might include relevant commentary about recent events in the news that touch on statistics or a curated list of interesting websites with brief descriptions.
It is critical to send your newsletter regularly. Do not flood your readers with additional newsletters when things are slow or neglect your newsletter when things are busy. Set up a regular, maintainable schedule during times of both feast and famine.
It is helpful to spend the extra money on a professional email automation system like Constant Contact or Mailchimp (the cost of the subscription can be deducted from your taxes). An important feature of an email automation system is the link allowing readers to subscribe or unsubscribe. Your recipients will likely feel better about clicking “unsubscribe” than sending you a message saying they are tired of your newsletters.
Use Your Business Cards
When you attend meetings and exchange business cards with other people, do not toss their business card in your desk drawer. I consider a business card a “spam-for-free” card, which means I send an email to the person I met. Include a compliment such as, “It was great talking to you about the hassles associated with missing data …” If it is relevant, ask for presentation slides or a paper they wrote about a particular topic. I have found people like to be perceived as helpful.
The person you email now has your contact information, even if they misplace your business card. You are also able to access their contact information, since you will have a record in your sent folder. I do not recommend including a direct solicitation in the email you send, since your business name will be in your email domain name or signature.
How and When to Send Follow-Up Emails
I recommend sending emails to your contacts annually or semiannually. Find a news article, website, or journal publication you think they would like and say, “I saw this and thought of you.” You do not have to include a direct solicitation; it cancels out the good vibes you were hoping to build with the resource you just shared.
Another opportunity to connect with an initial client is after you have finished working with them. I recommend waiting a week or month before sending them a short email to tell them how much you enjoyed the experience. You do not have to go overboard, but you might be in the wrong business if you are unable to tell a client something you liked about working on difficult statistical problems. Here you can be more direct. Let them know you would love to work with them again if the opportunity arises. Also, ask them whether they know anyone else who might need similar help?
Isn’t Email Becoming a Dinosaur?
A lot has been written about Gen Zers abandoning email for other forms of electronic communication, so it is a good idea to consider other communication options. I am not a big fan of LinkedIn, but my profile has attracted several clients. You might consider joining Slack channels associated with professional user groups, posting regularly on a blog, or posting on X (formerly Twitter). These options could be a good substitute for an email newsletter. It can be hard to keep up with new systems, so if you are interested, pick one or two alternatives to supplement your email efforts.
Email represents a powerful way to promote your consulting business. Be mindful of the timing of your communication and send emails after a business card exchange or for birth announcements, newsletters, and thoughtful follow-ups.
Leave a Reply