Luk’s Bi-Weekly 'Think Piece' For Consultants

Edition #44 - February 23, 2022 

Dear reader, 

Here's the new edition of 'The Authority', helping consultants grow their revenue by sharing intriguing educational stories.

It’s my ultimate aspiration to create a bubble of calmness with this bi-weekly ‘think piece’, a place of stillness in the face of everyday stress. A chance to reflect on what really matters in your consulting work.

Did you already download my newest ebook with the best social media posts from 2021? If not, here's the download link again. Enjoy the reading! 

The Big Question

Questions I get from consultants. And my answers.

Last time (editions #42 and #43), I wrote about an ‘authority-led approach’ to business development in consulting. I received quite a few questions. Thanks! Here’s an additional overview of the core components of an authority-led consulting approach. Here you go…

1. Start with understanding ‘the why’: well, like it or not but business development in consulting has changed forever:

● Buying behavior: Buyers of consulting services do their homework before getting in touch. Research says: 70-80% of the decision-making is done BEFORE getting in touch. Buyers have access to an abundance of information that empowers them to navigate most of the buying process on their own. You won't be included in the buyer's homework if you are nowhere with your ‘trust stuff’ (expertise-based content). No mercy.

● The B2C tax: Buyers have been trained by B2C for ‘resolutions with a click.’ Those expectations have merged into the consulting buying process. If buyers can’t immediately find ‘your trust stuff’, you are out.

● The social era: We're in the age where your buyers discover & evaluate professional services and consultants through their NETWORK: analyst reviews, social media, word of mouth, content platforms, etc. Haven’t you taken care of your social profile? You are in trouble.

2. Learning the definition of authority-led: Building and growing a robust reputational footprint as a consultant/consultancy at scale.

3. Building the reputational footprint: consultants become top-of-mind with prospects in their market(s) because of their (very) visible expertise and credibility.

Reputational footprint = expertise x visibility x trust

● expertise: deep vertical expertise, in combination with broad horizontal contextual business/industry understanding

● visibility: writing, speaking, and educating with a strong signature voice, openly sharing expertise, obsessed with nurturing clients & prospects with the latest trends, insights, project experiences, new patterns, risks, opportunities,...

● trust: trusted advisor, strong credibility for solving prototypical client problems, inspiring new ways of problem-solving

4. My overarching message: all consultancies should have a consistent authority-led business development program. Its foundation is a clear positioning strategy: laser-sharp clarity about a specific audience with a prototypical, pressing problem and a differentiating problem resolution approach/process.

5. The ultimate goal of authority-led business development: is getting business in the best possible way: prospects come to the consultancy or consultant. You don’t need to sell, persuade or negotiate.

6. Leveraging the supreme side-effect: achieving an organic flow of easy to qualify new opportunities. There’s no disqualifying work to be done as the reputation of the consultant/consultancy takes care of the qualification work on autopilot. You no longer need to say no to non-ideal prospects because only ideal clients show up.

7. The foundational questions to ask yourself: if you can answer ‘yes’ to all these questions, the sun is shining for you and/or your consultancy.

● (positioning) Do you have a crystal clear positioning with a specific value proposition (pain-resolution and impact-driven) for a well-defined target audience?

● (top-of-mind) Are you top-of-mind for this target audience to solve their prototypical problems with your expertise and approach?

● (visibility) Are you extremely visible in your target market, consistently educating your audience and openly sharing all your expertise?

● (trust) Does your target audience learn to trust you through openly sharing your inspirational signature point of view, your transformational case studies, and your social proof?

● (invited) Are you enjoying a reliable pipeline of easy-to-qualify new consulting opportunities because you get invited by ideal clients as an authority?

8. And what happens without authority-led? Without an authority-led approach to business development in consulting, you will always have to compete on price. And that’s the wrong game to play as a consultant. If at all you get to compete, buyers won’t discover your expertise without a reputational footprint. And nobody is coming to rescue you, despite tremendous opportunities in consulting these days.

I hope I could take you with me in the authority-led consulting world.

Would you like to send a question for one of the following newsletter editions? Please send it to me here. 

The Disturbing Truth

Unsettling revelations from experts I admire. And from myself.

Every Monday morning, I share consulting-related advice on Linkedin to start the new week. Here are the quotes from the past two weeks. Let the inspiration be with you (if you let it). 

Topic 14-2-2022: Building your reputational footprint

For more than a decade now, I have been consistent and persistent in building my reputational footprint. I wrote close to 250 case studies, articles, columns, and >1.500 LinkedIn posts. My ultimate writing focus: ‘What knowledge did I acquire that would be valuable to share with my target audience?’

The truth is that a content-driven reputation is the only thing that is going to make you stand out in a crowded and very competitive consulting world. Now even more than before! The more you open up, the more your clients and prospects can relate to you as a consultant and expert. Solo, small, big consultancy? It doesn't matter at all.

Topic 21-2-2022: Generalists vs specialists

Generalist consultancies sell vitamines.
Expert consultancies sell pain killers.

The Irresistible Content

I write a lot. Here's the update from the past 2 weeks.

🅾️ Webinar resources: All resources for the free webinars I hosted in 2021/2022

🅾️ TVA blog: 10 Consulting Trends: 2022 Edition

In the last two years, I spoke to >200 consultants and consultancies, read close to 1,000 articles on trends and evolutions in the consulting space, and hosted eight webinars, with a total of 200+ attendees.

I also stayed on top of great research on topics such as thought leadership and visibility as an expert consultancy. I refer to some of those studies in the article (such as Edelman, Grist, Longitude, Hinge).

For this post, I don't pretend to have written a scientific study. My findings are based on what I've seen and experienced first-hand in the consulting world. And there's one common denominator: experts and authorities thrive, even in uncertain times!

Enjoy the reading!

🅾️ Other content from the past weeks:

TVA blog: 10 Business Development Challenges Consulting Is Struggling With

LinkedIn post: Do you get invited as a consultancy by prospective clients?

LinkedIn post: When we lose a pitch, we tend to look at the competition.

LinkedIn post: Are you struggling with imposter as a consultant?

LinkedIn post: Consultancies don’t know what to write about.

LinkedIn post: Prospects evaluate your expertise before they decide to hire you.

LinkedIn post: Dear consultant, are you a baker, or an eater?

LinkedIn post: We are in the golden era of specialized consultancies!
The Authority, previous edition: Edition #43

 The Inspiring ‘Others’

I read/listen a lot. Here's what I am reading right now.

‘Five consulting trends to watch in 2022’ by The Future of the Firm

I want to provide a quick summary of a podcast episode this time. I’m an avid listener of 'The Future of the Firm' podcast, and I’m a big fan. Hosted by Source Global Research, it’s always insightful, evidence-based, and thought-provoking.

In the last couple of months, I have been going through my notes and observations of the past year to identify patterns of what consultants can expect in 2022. For example, I summarized the business development challenges that consulting is struggling with. I also put up an updated version of trends for the year.

In light of that, it’s only fitting to include this episode of the podcast that covers five consulting trends to be mindful of. Here’s a quick recap:

1. More complexity: Clients are coming up with more ambitious corporate goals than ever before, yet they don’t fully analyze whether organizations have the capacity or resources to execute these goals. This presents an opportunity for consultants, especially those offering transformational solutions.

2. Skill shortage: There is a demand-led skills shortage. The pandemic has put a lot more emphasis on consultants’ expertise. Clients want deeper expertise. They want to hear these experts share war stories (social proof).

3. Innovation claim: Clients expect better, more innovative solutions. 26% of clients think that the permanent legacy of the pandemic is better solutions.

4. Tech adoption: The relationship with technology has changed. Much of the focus used to be on the role of tech (and tech alone) in business growth. Clients now want to find the right balance between utilizing the right technologies and having the right people and skillsets to derive the benefits of tech.

5. Value expectation: Clients tend to think that the impact of consulting work should be very high, yet, when describing the impact a consultant made on their project, the sense of added value is significantly lower than expected. Clients are not as interested in hiring consultants for the nice-to-have things. They want to see the economic value of their work.

How does your consulting practice fit with these trends? Something to think about.

The Inconvenient Number

Evidence-based learning for consultants.

The Secret Backstage

A sneak peek behind the curtains of my business. Luk's lab.

I keep receiving questions about how I produce my LinkedIn content.

I post 4 to 5 times per week, and I am doing this with the help of my content matrix.

Here’s how it works:

● On the top of the matrix is the content characteristic. I share 4 sorts of posts:

1. The Personal Story Post (e.g., how I managed my visibility in the past)
2. The Provocative Opinion Post (e.g., most consulting websites are junk)
3. The Practical Tips Post (e.g., tips to educate your clients)
4. The Inspirational Truth Post (e.g., we live in a golden era of consulting)

● On the left side of the matrix are my content pillar topics.

These topics are based on the critical pain points, challenges, and bottlenecks consulting is confronted with in business growth. I am working with 12 pillar topics: positioning, focus, specialization, upstream advisory, reputational footprint, trust-building, social proof, network nurturing, authority-led, thought leadership (and content), value proposition, and last but not least, productization.

At the end of each month, I invest 1/2 day to fill up the matrix with topics and the characteristics of the topic until I reach 15-20 content posts. It’s always a nice mix of both sides of the matrix and I am fortunate to have an infinite list of topics, experiences, trends, advice, ideas, etc.

The writing as such takes place during the month on a weekly basis. In total, I invest about 2-3 hours per week in the development of social media content, including posting.

The distribution of my Monday posts (I share a quote on Mondays) is automated via my Hubspot scheduling tool. All other posts during the week are shared manually, first thing in the morning (copy/paste from my prepared content).

Hope that helps!

The Inevitable Learning

The programs I am teaching. To become a better consultant.

🅾️ A brand new initiative: A Solo Consultants Learning Weekend With Luk (EU-based)

I am opening a waiting list for my new initiative for solo consultants: a learning weekend! As soon as I have 6-8 participants, I will send you the information on the weekend (from Friday afternoon till Sunday eve, West-European location). 

I am currently preparing a detailed info page, and if you are on the waiting list, you will receive a short message with the link to this info page. 

During the weekend, I will take participants through all my experiences, both as a consultant and a guide and trainer for other consultants. The ultimate goal is to improve the way you do business as a solo consultant. 

I will be searching for the 'unexplainable plateau' that many of you have reached during the weekend, and I will offer you candid, straightforward breakthrough feedback. 

Being a solo consultant, especially in Covid times, can be isolating. That's why I will make it easy for like-minded solo consultants to support each other's goals and dreams.

The main objective? The Monday after, you will start a new era in your professional life, and your consulting approach will never be the same again. Promised! 

Interested in joining? Get on the waiting list and I will keep you posted. The locations will vary between Belgium, the Netherlands, and Germany. 

Hope to see you there! 

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Previous 'The Authority' edition: Edition #43

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