Dear J.T. & Dale: I was laid off from an engineering firm last November. I didn’t see many opportunities to land a similar job, so I decided to start my own consulting business. So far, I’ve gotten only one assignment. How do I market my company? — Steven
Dale: A lot of people reading your question probably are shaking their heads and thinking something like, “Try teleporting yourself into the year 2012.” When everyone agrees that it’s an awful time to start a business, then it’s probably a good time … at least, that’s how you have to think. Sure, there are fewer projects, but companies have shrunk their staffs, so when they get some work, there’s a good chance they’re going to be missing some specific knowledge that you possess.
J.T.: The key word being “specific.” The natural thing to do is emphasize your broad experience; after all, you want to get any work you can. But that thinking leads everywhere and nowhere.
Dale: That’s because if you come across as a generalist, managers have lots of other, better options, including former employees or inexpensive rookies.
J.T.: So you need to establish yourself as the “go-to guy” on some aspect of engineering, Steven. Then it’s a matter of being a good entrepreneur. I’ve found business-opportunities.biz to be a good resource on running a business, and see if there’s a SCORE chapter in your area (score.org) — if so, there are retired business owners who offer free advice and counseling.
Dale: A lot of people looking for work, either as a job seeker or as a consultant, go around with a beggar’s mentality — “Please give me work, I really, really need it.” Needy doesn’t sell. What sells is telling everyone, “When you need X, I can help.” With that mind-set, you keep learning and growing, knowing you need to make yourself more valuable, while reinforcing a link in buyers’ minds between your specialty and their needs.
Jeanine “J.T.” Tanner O’Donnell is a professional development specialist and founder of CAREEREALISM.com. Dale Dauten’s latest book is “(Great) Employees Only: How Gifted Bosses Hire and De-Hire Their Way to Success” (John Wiley & Sons). Please visit them at www.jtanddale.com, where you can send questions via e-mail, or write to them in care of King Features Syndicate, 300 W. 57th St, 15th Floor, New York, NY 10019.
© 2009 by King Features Syndicate, Inc.
August 23rd, 2009 at 5:29 am
Define your speciality & publish it, and don’t be shy in talking about it when appropriate, in other words, BRANDING and NETWORKING–be sure to join (& attend meetings nad “mixers” of your local organizations such as Chamber of Commerce, and look for other organizations for business owners and of organizations w/local represenataion within your field,(repeat the same for any other cities that might have their own versions of these but be close enough for you to perform temorary work in). Church social events or local charity events are also often areas that might present the opportunity for networking (the later has the potential for also providing you with a social outlet,a means of helping others, and a write off for your taxes all in one swoop).
Find out when submissions are due for publishing in your local yellow pages &/or other similar directories.
If your “brand” of engineering requires permits, the local government offices or their websites might be a resource of finding out who has applied for such permits; check the “public notices” regularly in your local paper for instances where bids are being accepted for specific gov’t funded projects that might also entail your brand of engineering.
You might consider sending letters of introduction to the appropriate managers, and “cc” their HR heads, of large firms,that also employ others with your skill sets, and possibly temp agencies that specialize in skilled profesionals, and to small companies that might need someone with your skills with some regularity, but may not be large enough to employ someone on a full time basis with a salary & benefit package tied to the position– in your letter offer the possible availability of your services on a CONTRACTOR BASIS should their need arise “for any peak business periods, special projects, or when coverage for an employee might be necessary while they are away on vacation, or a FMLA matter”, and attach a brief “menu” of areas of your expertise,and your source of qualifications, and enclose a business card (a 2 sided card repeating your expertise ‘menu’ might be a good idea).
You might look into the cost for a brief radio ad (a breif blurb or mention) thru your local stations. Do you know anyone connnected with your local paper?, if not you might inquire as to the appropriate “desk” covering local businesses, often they will publish a breif column or mention for new business owners.
If you need help defining your “brand” you might consider composing a “business plan” -these are regularly required for business loans, but even if you don’t have the need of a business loan the general structure of this might help-in composing this you might realize specific info that will assist you in defining your “brand”. I’m sure there are numerous on line resources, as well as ones published (available at our local city or college library, or for purchase via local bookstore or Amazon), and bank web sites also might provide outline info for composing one of these.
Other possible considerations:
If you haven’t already done so–be sure you know your city’s requirements for business name registration and related permits (and insure your compliance); also the requirements for and the act of setting up a business checking account, and obtaining a Federal ID # (corporations will need this before paying you), and, if applicable, learn about other city or state codes that may impact your performing your particular type of engineering. Do you have a copy of the IRS booklet for self employed and requirements for “writing off” business expenses? Also have you consulted a lawyer regarding any liabilities that might be incurred in your line of work, bonding and insurances that might be needed, and/or how your business should be legally structured? Starting out on your own as “a buisness” is much more detailed than many think. I would imagine you have already covered all of these, but if not-then they are worth this reminder.
July 31st, 2014 at 4:05 am
slicker@admiringly.jungle” rel=”nofollow” onclick=”javascript:pageTracker._trackPageview (’/outbound/google.com’);”>.…
thanks!!…