You have years of specialized product or service knowledge, and you’d like to do something more than just generate more years of specialized product or service knowledge! Become a Consultant! Many consultants started out with no more information than you have, and make excellent incomes helping others to succeed.

ONE WAY TO BEGIN
The question is, “How do I get started?” The answer, “Tell as many people as possible of your knowledge and availability. An excellent way to do this is to put on workshops, seminars, and similar programs for your target audience.”

NECESSITY OF CONTACTS
If you've already tried this route, you may be one of the 98% who gave up within the first couple of years simply because you didn't have the necessary contacts to generate sufficient business to pay the rent. Moreover, you were so busy trying to make ends meet that you didn't have the necessary time to generate the contacts! Finding the names of people willing to book you into their meetings or convention is extremely difficult, more so when you're new.

It would be great to turn the whole thing over to a booking agent, but most agents want you to be well known to begin with! So, to become known as an expert in your field, you have to let a lot of people know who you are, the body of knowledge you have, and what you can do for them. The best and easiest way to accomplish this is to use direct target marketing to the person who books speakers, seminar producers, and workshop presenters for their organization. Here are some suggestions on how to do this.

THE DIRECT MAIL ROUTE
Most direct mail experts say the return on your mailing will be between 1-5%, sometimes less. This means you could receive maybe ten to fifty inquiries from a mailing of 1000. You still have to sell these 'lookers,' and the close ratio here is somewhere around 10% to 20% for newcomers in the business. This brings your potential deals down to one to ten buyers. Since ten bookings a year won't support you, consider mailing out 5-10,000 flyers. Keep them simple, but make sure they are complete! Hiring an expert in direct mail can help you increase the percentage figures.

So where do you find 10,000 potential buyers? Mail lists! There are several firms supplying information (and mail labels) on companies, associations, and other organizations who regularly produce seminars and meetings for their members. Columbia Books of Washington DC (202-898-0662 or www.columbiabooks.com) publishes the "National Trade & Professional Association Directory of the U.S." Reed Elsevier Reference Publishers (1-800-521-8110 or www.reed-elsevier.com) publishes two directories, "Corporate Meeting Planners," and "Association Meeting Planners". These directories contain names, addresses, budgets, contact information, publications, and other information about groups who regularly put on seminars and meetings. These books may be available through your local library.

Once you find the key seminar-booking people, mail your literature to them at least twice a year, and make sure you include your web page and email address! For snail mail, use a simple letter stating your fees and services you provide, a brochure, and an inexpensive photo print. If you have written a mini-book, refer to it and offer to send it free; it’s a fabulous tool for developing recognition. (Send $15 to Paul Tulenko at 2320 LaVista Court, Albuquerque, New Mexico 87120 for a mini-book on how to write a mini-book.) Include a current glossy 4X5 photo and a cassette tape with about fifteen minutes of some of your best work (audience noise is beneficial as it establishes credibility). Some booking people will request a short video. Have this made by a local recording studio. Keep it short!

BROCHURES
Hire a professional graphics designer to develop a selling brochure. Don't try to do this yourself, leave this extremely important task to a professional. Furnish them with an outline of your services, the features or main points of your presentation, and the benefit the client will receive from listening to you. Test their proof work with your present customers and coworkers. Check our website at www.tulenko.com for more information on finding a professional.

PHOTOS
Have your picture taken by a photographer specializing in political or business portraits. The main photo can be color or black and white, but you will want quite a few 4 X 5 black and white glossy photos suitable for mass mailing. Make sure the photographer puts your name on the bottom of the photo.

PROFESSIONAL DEVELOPMENT
Several personal development courses are out there that could help you along the way towards your success. I recommend three: Toastmasters (949-858-8255 or www.toastmasters.org), Dale Carnegie (800-231-5800 or www.dalecarnegie.com), and Landmark Education (415-882-6300 or www.landmarkeducation.com). Your library can furnish the local and national addresses of other organizations such as the American Society for Training and Development, the American Marketing Association, and similar organizations that offer training programs.

LOCAL CONTACTS
Talk to your local Speakers Bureau, Chamber of Commerce, Convention & Visitors Bureau or similar organization. They can help you sponsor local seminars, and they have access to other meeting directories you can use.