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Business Development

$150K Leadership Roundtable

I positioned the group as exclusive ["TOP-12: Leaders Among Leaders. The Best of the Best."], and also expensive. The fee was $1,195 per month per attendee, or $14,340 per year. There was a $2,868 discount (20%) for paying the fee in advance. Some paid in full, others payed monthly or quarterly.

By paying a large fee, group members made a large commitment. First year revenue was $150,000. Second year revenue was similar for six months, then 9/11 happened. After 9/11, companies could no longer justify large outlays of cash. I continued operating the group as a community service for a total of three years.

I aggressively grew the organization to 30 members and then merged it with The Human Resources Planning Society, which continues today. Depending upon your market and audience, you might launch a similar group. It is a source of both revenue and sales leads.

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March 4, 20—

Terrie Staymates
Senior Vice President
Gratent USA
12000 DTC Boulevard
Englewood, CO 80112

TOP 12 HR Leaders

Dear Terrie,

You've been nominated to join an elite monthly roundtable for the "Top 12 HR Leaders" in Denver-prime movers who constantly think about strategy, value, leverage, and leadership. We would be honored if you could be a part of this collegial and interactive partnership.

Some would say you've reached the pinnacle of success. You're at the top of your profession—the best of the best. As a result, you've earned the privilege of being surrounded by other high-achievers who share your drive, your vision, and your unique set of tools to solve business challenges.

Here is the list of participants:
{In this space I showed twelve prominent leaders from Colorado's largest corporations. When I presented to a potential attendee, their name was on the list.}

Format
We meet on the first Friday of every month for one year, beginning on Friday, May 4th, 20--. (At the end of the year, the group may elect to continue.)

AGENDA

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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.