How to find consulting clients?

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I get asked this question by people a lot. Whenever I attend conferences, meetups, or social events. How do you *do* consulting? I’d love to be doing that, how do I get there?

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From what I can tell, the most important factor is being hungry. How do you teach that? If you’re fiercely independent to begin with, you may be willing to have a roomate, or do without luxury for a while, in order to build up your nest egg. To be sure you need some cushion to get started.

But you also need customers. Where the heck do you find them? Here are some tips…

1. What not to do?

The first thing you’ll find is that recruiters seem to have a lot of “customers”. Maybe I can just go that route. Sure, but just remember, those are not *your* customers. Your customer is the recruiting company. They have the relationship.

Why does this matter? Because you can’t build a business this way. You are effectively working as an employee of the recruiting company. Nothing wrong with it, but it’s not an entrepreneurial path. You don’t really have responsibility nor control over the full lifecycle of your business.

So again I would summarize, don’t use “hire a freelancer” sites.

And don’t use consulting headshops or recruiters.

Related: When you’re hired to solve a people problem

2. Do socialize

So how then? Well you need to first *peer* with economic buyers. What do I mean by that? Well if you go to technical conferences, that’s fine, but your peers are other engineers. These are not buyers. At best you may get a weak referral.

Hiring managers, CTOs, directors of operations, all will attend events where their peers will be found. If you want to be a professional services consultant, these folks are whom you need to socialize with.

First, experiment. Go to a lot of different types of events, meetups, small single track conferences. And ask where others go? What’s on their radar? Also introduce people to eachother. This may sound counterintuitive, but it’s important. Don’t have an agenda of “I’m looking for a job” but rather, I have a lot to offer.

Network by interviewing. This may appear to be an odd one, but it sometimes works. Take any interviews you can. Discuss how you solve problems. Learn by failing a few. If you talk to ten firms that have a seat to fill, one of them may go the consulting route, even though that wasn’t their original thought.

Talk to recruiters. It may sounds at odds with what I said above, but it can be very valuable. Recruiters have their finger on the pulse. Even if their not physicians, they can measure the pulse. So too they may not know redshift from Oracle, but they’re hearing what the industry is looking for. They have a great perspective to share.

Go to non-peer events. Expand your horizons. Surprise yourself with who might attend other events. Tell your story. In the process, ask others where they spend time.

Ping all the people. Yes keep in touch with folks. You may create a newsletter to help with this. See below.

Keep the pipeline warm. Once you get a gig, you may quickly give up the socializing because you just want to do the work. But this will fail in the long term. You have to like the socializing and keep doing it. Even while you have an engagement or two going.

Always *GET* cards. Giving them is fine, but be sure to get the contact of the other person. 99% will not followup. That’s your job!

Related: When clients don’t pay

3. Build your reputation

When people search your name, they should find you. On social networks like Linkedin, github, twitter, google plus, Slideshare, StackOverflow etc. Create profiles on all of these. Link them back to your professional site.

You *do* have a professional site right? If not go get a domain right now. devopsguru.io, backenddeveloper.guru, whatever! The domain doesn’t matter that much, most traffic will come from google, and it won’t be going to your homepage anyway.

Speak at non-peer events & conferences. Lunch & learns. Co-working spaces, incubators. These all have events, they’re all looking for experts. You may also apply to CFP’s regularly. Hey you might even get some conference passes out of it!

As I also mentioned above, a newsletter is also a good idea. Add every single person you meet in your professional context. It gives you something else to talk about as you are socializing. 🙂

Related: Why i ask for a deposit

4. Positioning

This one is counterintuitive. Why can’t I just do the thing I love.

Well sure maybe you can. But finding an underserved niche is a fast track to success. To my mind it’s crucial. So find out what is in demand. I know you’ve been talking to recruiters, right?

So yes pay attention to the wind. And pivot as necessary. Keep reading and stay up to date on new tech.

Related: Can progress reports help your engagements succeed?

5. What you might find

Don’t expect to get in at large companies like google & facebook, or with defense contractors. There’s a terrible amount of bearocracy, and you would need a larger team to become an approved vendor. Also many of these larger well organized firms already have tons of talent.

You’re better suited to less organized, or newer companies. Because you want to be able to raise the bar for them. Better you start where the bar is a bit lower.

Examples…

o small early stage startups

These folks have some money, but they are still small so they may not need a fullsize engineering organization. They also need things done yesterday. So they are ripe with opportunities.

o medium size startups

Same as above. But they may be having trouble finding your skills. Because you’ve found that niche, right?

o greenfield

Startups building an mvp, where the skies the limit. You have the opportunity to build out the first gen. Go for it!

o second generation & legacy

Once a startup has seen it’s first round of developers leave, they may be in a spot, where the business is great, but the product needs lifting. You’re looking at a quote-unquote legacy application, and you need to use your skills to tune, troubleshoot, and identify technical debt.

Related: Why do people leave consulting?

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What events are good for tech & startup networking in New York City?

garys guide events

I’ve worked in the NYC startup scene since the mid-nineties. It seems to keep growing every year, and there are so many events it’s hard to keep track.

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Here’s where to look for the best stuff.

1. Gary’s Guide

Gary Sharma hosts an authoritative guide to all the events in the new york tech & startup scene. It’s sort of the one-stop shop for knowing what’s going on.

Lucky for us, in a city the size of new york, there’s an opportunity to meet & network with people everyday of the week.

Also: 5 core pieces of the Amazon cloud puzzle to get your project off the ground

2. Meetups

Meetup.com is another invaluable resource. There are technical groups & social ones, and plenty of niche groups to for specific areas of interest.

For example there’s NYC Tech Talks, NY Women in Tech, Tech for good & NY Entrepreneurs & Startup Network. There are plenty more.

Related: Some thoughts on 12-factor apps

3. Eventbrite

A lot of events us Eventbrite for ticketing, so it turns out to be a great place to search. Some of the startup related events .

Read: Why dropbox didn’t have to fail

4. Techdrinkup

Michael Gold’s #techdrinkup event keeps getting bigger & better. More social hour than presentations & such, you’re sure to bump elbows with some folks in NY’s exploding tech scene.

Take a look at some of the event photos on their facebook page.

Also: How do hackers secure their Amazon Web Services account?

Get more. Grab our exclusive monthly Scalable Startups. We share tips and special content. Our latest Why I don’t work with recruiters

Seattle Web Tech Meetup Nov 21

I’ll be one of two speakers at the next Seattle Web Technology Bi-Weekly Meet up on Nov 21 at the Citrus Lounge.

They’ve sexed it up a little by calling it a face-off between Windows Azure and Amazon EC2  (no prizes for guessing which side I represent) but really it’s going to be a primer on the Platform-as-a service and Infrastructure-as-a-service models. I expect some lively discussions during Q&A.

I’ll be covering questions such as what cloud computing is, what EC2 provides, what is datacenter automation and the differences between a standard datacenter liks Rackspace and Amazon EC2. Meanwhile you folks who’ve  large investments in say EXCHANGE servers will be able to pose questions to Marcus Wendt of Composite C1.

It’s Amex sponsored and you’ll get a ticket good for a beer or a Citrus signature drink with which you can get cozy and warm up by the fireplace while Marcus and I are beamed through a flat screen with our respective presentations. If you’re in Seattle drop in. I hope to see you or at least, hear you there.