This is the second of three articles where you are learning the two things you absolutely MUST do if you want to become a successful independent consultant. Next week we will address the one thing you should NEVER do that can instantly destroy your credibility, and relegate you to the third level of expertise. We will also give you a place where you can get help should you need it. If you have questions about this week’s topic, please email me at paul@tulenko.com.

OVERVIEW
A consultant MUST generate the aura of an ‘expert’, one who can provide targeted help in a specific subject (or remain unemployed). Last week we discussed how to write a book to begin that placement. This week we turn your book into a seminar/workshop where potential clients have an opportunity to evaluate your offering.

THE SEMINAR
Producing a seminar is a natural outgrowth of writing a book, but there are rules to follow if you want the success you desire. You must maintain the credibility you established with your book, allow other experts to add to that credibility, and end up ‘wowing’ your audience to the point that they will want you to work with them on a consulting basis. Here’s how.

1. Pick your topic. “Marketing” is a terrible title. “Marketing To Today’s Sub-Teen” is better. Select a topic that is specific enough to show your expertise while staying generic enough to attract a wide response. Select a theme up front but save the actual title selection till last.
2. This is YOUR seminar, but to make it effective you need to bring in other experts to support your theme. For example, for “Marketing To Today’s Sub-Teen” look for an expert in teen motivation, one in maximizing credit card sales, and one in store décor to attract teens. Allow each expert from one to three hours to present their material. Yes, you will need to allow them to pitch their products and services, but it will only be to your benefit! You also need a set of materials of your own to pitch which MUST include consulting, and this pitch should be done at the close of your main presentation and before you bring in your other experts.
3. Use the modules you developed in writing your book to construct an outline of your seminar (including the experts). You want to inundate your attendees with knowledge, so don’t skimp. When your attendees leave they should have been presented a comprehensive outline and discussion of every single thing you feel is necessary to teach them how to do what you do. Don’t lighten-up at the end! Attendees should be exhausted and elated. The more you give, the more your attendees will understand the necessity of hiring you, but provide support for the do-it-yourself attendee in the form of phone consulting, etc.
4. Your seminar can be anywhere from a half-day to a three-day production, but each minute must be packed with information they could use.
5. Develop a spiral or comb bound handout that presents the topics you intend to cover. Use a module title followed by a list of the topics discussed in that module.
6. Price your seminar as low as practical. Your aim is to get in front of your audience to pitch your consulting ability.

WORKING WITH OTHER EXPERTS
“Won’t the experts I bring in take business away from me?” No. They will take the business you cannot provide, but they will not compete.

1. If they have books, tapes, videos, or other material to sell, (and if they don’t, you don’t want them) permit this, but arrange for a 50-50 split. Once you get going in the seminar business you will discover who will best complement your seminar. Work with them, they are gold!
2. Do not pay your presenters nor pay for transportation, lodging, etc. They are making THEIR expertise known at YOUR seminar. If they invite you to present at one of their seminars, they would expect the same consideration.
3. Ask your presenters to attend the seminar after their presentation!
4. Be sure to get everyone’s email address. You will want to put them on your email newsletter list for future business.

(NOTE TO EDITORS: PLEASE INCLUDE THE FOLLOWING.)
Paul Tulenko is an International Small Business Success Consultant based in New Mexico, USA. Additional tips and suggestions are available at www.tulenko.com or call (toll-free) 1-866-TULENKO.