Looking Different

As a consultant in a professional services business, it is very easy to look “the same” as everyone around you (and many people spend years trying to do so), but to succeed, and I mean really succeed, you have to stand out from the crowd. This is something most consultants are resistant to do, as it feels unnatural to stand up and be counted as different.  But different isn’t always a bad thing.

Different can come in all sorts of forms, you could hone your target markets and whittle them down to become a niche market service provider; or you could espouse your opinions loudly in the media, on a blog and in strategic company; you could elect to become known for overachieving on projects; or mentoring and educating young staff well.  Perhaps you would consider becoming a connector, someone who bridges and connects other people in the community selflessly, or you could do further training, ensuring you are the most technically advanced in your field.  Each of these things are valid differentiators, and things that will help you stand out from the crowd, but did you know that you could start to build your own story more actively?

New technologies and evolving marketing practices are encouraging people out of their box.  More and more service providers are becoming thought leaders, opinionated commentators and bloggers in an attempt to stand apart from the herd of lookalike professionals, and it is reaping rewards for those early adopters (and hey – they aren’t really early, some people I know have been blogging since 2006).

So what tools can you use from the Marketers kit-bag that can make you stand out from the crowd and ensure that you are more recognizable in your marketplace? Consider some of these:

Blogging: Blogging requires a fairly large time-investment that can rarely be handed-down to junior staff.  It is incredibly rewarding outlet for opinionated people, and a great tool for engaging people in conversation.  If you plan to blog, ensure that you target market has a high technology adoption-rate, and you know where you will find them online… because a blog without traffic is a feeble exercise.

Linkedin: Incredibly powerful, especially in B2B networks, where many members of even the most traditional industries can be found to have a profile online.  Use it to reconnect with people after a recent meeting, or to ping a contact in a new and different way, to avoid marketing staleness.  Or stand out by using the “groups” to build your networks.

Your Website: It is sad how many businesses really fail to use their website properly, serving regularly updated content, interactive and challenging promotions and providing timely hooks to your clients to bring them back through it regularly.  It is not your online business brochure… it is your online reception desk… so give it some life!

Guest Speaking: Whether you speak at the local college, or run workshops at your local industry event, all target-market immersing speaking spots are opportune ways to build your personal brand and stand out from the crowd

Roadshowing: Consider arming yourself with the latest toy from Apple, the ipad, and loading it up with a sharp, informative presentation or set of images that can support you when you are meeting clients and prospects.  Not so relevant to the traditional professions perhaps, but for the professions with a slice of creativity, like urban designers, architects and marketers it is a to-die-for utility!

The other way to stand out, is by building really solid, honest relationships, that are not dependent on winning someone’s business to work.  Think of yourself as a selfless being, here to connect others, and your attitude will soon be noticed by others who are tired of having their door bashed in by salesmen.  In my opinion there is nothing more refreshing, or differentiating than a service provider who wants a good relationship, regardless of revenue pipelines, and in my experience, it is this type of person that stands out as the most desirable service provider on offer.

We want your input… What do you do to differentiate yourself in your marketplace and industry? And what tools are you using in your plight?