Ford Harding

Thanks for writing about this. I took a step back from the “career-at-all-cost” track several years ago and I’ve learned that many share the same sentiments but aren’t sure the risks are worth it. Personally, I don’t live in an area with enough local clients. So I’ve targeted firms I can reach in a half-day’s drive. I’ll go anywhere in the country, but I’m trying to build a base closer to home.

I can’t say I’ve been terribly successful at it, but I’m making a decent living and spending more time at home. A couple of things I’ve done to help make this work:

(1) I’ve sought every opportunity I can get to speak to groups in my target area, particularly through local chapters of relevant professional associations (e.g., ACEC and SMPS). I will also sometimes offer free lunchtime sessions to clients I’d really like to work for as a way in the door. About 80% of my new clients have come through speaking engagements, with much better success at state-level meetings than national ones for some reason.

(2) I’ve had success building long-term relationships with some clients in my target area. I shower them with attention, with frequent emails with web links, articles, and other resources that I think would be of interest to them. With a couple of firms I’ve stepped into outsourced roles, leading their business development efforts for a time until they could hire someone to take over the responsibility in house. I do this at a reduced rate in exchange for regular hours over several months.

Besides staying closer to home, I like a regional focus because it’s easier to concentrate my marketing efforts and build a reputation. I also can develop more of a regional expertise in terms of markets, regulatory drivers, etc.

I suspect your article will hit “home” with several who read it. Thanks again for the tips!

Mel

Given your drive, i have no doubt you will succeed. You writings show you know what needs to be done to sell professional services. In these times you offer what many firms need.

Ford Harding

As someone who’s currently trying to do just what the title says – build a local practice after years of consulting internationally – I’ve found this post both full of help, and full of hope.

Many thanks

Ian