How Would a Minority Business Owner/consultant Gain Trust of Other Businesses Owners for There Service?
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Dennis…great transparent sincere question brother!
I absolutely understand where you're coming from and I think the advice you've received has been very good. However, just receiving the ole "provide great value", "put out great content", and my favorite "strengthen your brand" won't open doors when no one knows who you are. It's analogous to "Well you don't have experience"…yet no one hires you to get experience LOL!
Here are some steps you can take to knock that "door obstacle" down, I have no doubt if given the opportunity you will demonstrate value:
- 1.Find a MENTOR. Identify someone who can help you get through the tough forests and possibly introduce you to some potential contacts. Mentorship is a wonderful tool to learn from and get help wading through the difficult times.
- 2.Become a VOLUNTEER. Participating with a local charity or nonprofit is an excellent way of gaining great relationships, helping to increase your brand, and importantly demonstrating LEADERSHIP. Consultants have to demonstrate leadership.
- 3.Get TESTIMONIALS from thought leaders. One of the best tools a consultant has in their tool belt is a rolodex of top notch testimonials from key thought leaders in their consulting space. Testimonials from friends, old colleagues won't cut it from a credibility standpoint.
- 4.Become a THOUGHT LEADER yourself. Whether it's writing some great white papers, getting published, or being asked to speak at a symposium becoming a thought leader is KEY.
- 5.Be a smart NETWORKER. In my humble opinion networking events can be a waste of time if not properly strategically chosen. This is where a mentor or someone in your specific consulting space can help you navigate to the RIGHT networking audience.
- 6.STAY THE COURSE. Giving up should not be a option, when the product is "YOU" you have to believe in yourself…otherwise no one will or trust you.
Again, being an African American male consultant myself I know where you're coming from but having implemented some of the steps I've outlined has helped me tremendously. Certainly, I'm sure I've been turned down by some potential clients because of my skin color…but quite frankly those aren't the clients I'm looking for. My current clients (e.g. SC Johnson, BASF, Johnson & Johnson to name a few) I obtained from mentors, becoming a thought leader and just plain ole hustling.
I loved your question Dennis! Just stay the course and work with people who want to work with you based on your merits.
Good Luck!
Love it, I finally are getting a DEEP reply on this question. I agree with the answer you have given, I just wanted to know, what other people on this platform think.