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Business Development

Letter to Friends and Acquaintances

Consultants can seldom get too much business. Even when very busy, I've always reached out to my network for more. I believe in "over-marketing," doing more than the bare minimum, to keep my pipeline full. After all, if you get too much work, you can always decline some.

This is one of my favorite letter templates—asking friends and acquaintances for advice and ideas. I use it regularly, and use it with my executive career clients who are seeking employment. It never fails. Friends and acquaintances are an ongoing source of new business. Whenever you reach an impasse or want to make a change, draw on their help—and be ready to help in return.

Dear Bob,

I'm writing to ask for your thoughts, advice, ideas-and assistance. While we have been hugely successful with 275 brand-name corporate clients, and counting—we are still in the hunt for new assignments.

Specifically, we're targeting companies that value their people and want to honor, protect, and develop their "human capital." Small or large, size makes no difference. Neither does geographic location. There's almost no company we can't help.

WE EXCEL AT:

Career Development
Executive Coaching
Testing & Assessment using The Birkman Method
"A career blood test, X-Ray, CT scan, and MRI"
Performance Improvement
Senior Leadership Team Alignment
Individual and Group Outplacement.

Now that I'm 57-years-young, my personal focus is primarily on the 40+ crowd: senior executives, business owner, top professionals, or management consultants with difficult, complex, or sophisticated career problems. Often their issue is, "been there, done that." These folks are highly paid, often financially independent. They want to maintain or improve their present compensation or net worth—or else they intend to work for personal satisfaction where money is not the primary driver.

Bob, your advice and assistance are enormously important to me. I plan to call you within the next 10 days to be sure you received this letter and to ask if you have any thoughts or ideas about people we should contact, or specific opportunities we should pursue. I appreciate your taking the time to help me and I look forward to talking to you soon.

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25 Reasons I love consulting.
by William S. Frank

Brand. You are your own brand, and you can define it any way you want. For many years, I provided outplacement to the ex-employees of Schlumberger, the world's largest oilfield service corporation. When departing employees left the company, they didn't request outplacement in their severance package. They said, "I want Bill Frank."
Demand. The world will always be full of terrible problems that need solving.
White Hat. I can be a helper and get paid for it.
Pay. I can be paid to do things I'd gladly do for nothing.
Variety. Every day is different.
Happiness. At this stage of my career, I only work for people I respect and care about. If a client micromanages me or is otherwise no fun, I complete the assignment and replace them.
Talent. I'm using 110% of my talents and stretching myself to the max.
Change. I can change my focus any day I want. If you're a McDonald's franchisee, you don't say, "Hey, I've got this great idea for a meatball sandwich—let's try it out today." In consulting you can adjust your focus hour-by-hour, as long as your clients still understand and appreciate what you do.
Income. No one else would pay me as much as I pay myself.
FUN. I can't think of anything I'd rather be doing.
Retirement. I can write and consult as long as I am physically and mentally capable. Peter Drucker worked into his 90s, and when asked which book was his best, he said: "My next one."
Job Security. Although clients come and go, no one can come into my office and say, "Pack up your stuff . . . You don't work here anymore." In 29 years, I've only had one employer: ME.
Travel. I don't have to travel unless I decide to. I travel if it's both FUN and profitable—or at least FUN.
Commute. I live five minutes from my office, a corner office in an upscale six-story tower. In winter, I leave a heated garage at home and drive to an underground heated garage at work. There's seldom time to hear even one song on the radio.
Vacation. Consulting is more fun than vacation (except on Wailea Beach in Maui).
Friends. I have developed hundreds of close acquaintances and several lifetime friends.
Time. I can work as much or as little as I like: four-hour days or 18-hour days. (Of course, my income will reflect that.)
Employees. I can work with employees, subcontractors, partners, or alone—I've done it all.
Passive Income. I've developed several products that provide "mailbox money." I earn while I'm sleeping.
Ethics. I've never had to violate my values or personal code of ethics. I've never had to lie, purposely deceive or harm others, or promise things I can't deliver. I go to bed with a clear conscience. That doesn't mean there's never any conflict. But the conflict is conducted according to generally accepted business practices.
Virtual. My career is fairly portable. With the Internet, e-mail, cell phone, and FedEx, I can work nationally, even internationally from my office—or anywhere in the world.
Purpose. I make a difference in peoples' lives every day. I see it in their faces, hear it in their voices, and read it in their thank-yous.
Experience. Every painful or joyful life experience makes me a better consultant. So does every person I meet or book I read. Grey hair can be good in consulting.
Structure. I have to work very hard, and the clients expect superb results—but I get to structure my days, weeks, months, and years.
Boss. Most of the time, I love my boss.

As I was posting these letters online, I realized I want to communicate my love for consulting. It's just a great business. The single letters, taken together, may create a picture of enjoyment, but in a burst of creativity I listed some of the reasons consulting is such a good fit for me—and perhaps for you, too. They are not prioritized; this is just how they came out.