186 episodes

A podcast helping independent marketing professionals sell their expertise (not their hands).

Mindshare Radio Kevin C. Whelan

    • Business
    • 5.0 • 1 Rating

A podcast helping independent marketing professionals sell their expertise (not their hands).

    195. Selling confidence

    195. Selling confidence

    Do you ever stop to wonder what it is we are really selling as consultants?
    Are we selling a website, strategy, or brand identity? Yes... and no. Those are features of our work. And people don't really buy features.
    Maybe we are selling new customer growth? Better retention? Ease of use? Those are all great benefits of our work. But let's dig a little deeper. What is the emotion behind those benefits? What feeling are we really creating with our work?
    People buy based on how they feel about the purchase. It aligns with logic, yes. But it's driven by emotion. So it makes sense to explore that emotion people are really seeking inside of what we sell.
    I believe most consultants are selling confidence. Give this a listen to see what I mean. Get this right and it will be a lot easier to create and sell the true benefits of your work.
    —k

    • 10 min
    194. How to avoid the "employee" trap as a fractional CXO

    194. How to avoid the "employee" trap as a fractional CXO

    It's incredibly easy to get sucked into being an employee-like figure when you do fractional leadership work.

    When I first got started as a fractional CMO, I basically had two part-time jobs. The money was good but I worked HARD. I knew I needed to create better parameters.

    In this episode of Mindshare Radio, I'll break down the five main ways to avoid turning into a set of employee-like hands when you sell fractional CXO services.

    We'll talk about things like:

    Setting expectations during sales
    Defining what you will or won't do
    Building your Rolodex
    Setting a limit on your time if needed
    Down-selling yourself to pure advisory work

    And a ton of nuance in between.

    Listen in and let me know what you think—did I miss anything important?

    Hit reply and let me know.

    —k
    P.S. Need help transitioning into advisory/fractional CXO work? Check out my Paid to Think program or join Mindtrust, the no-brainer group coaching and training program for as little as $63/mo. when you pay annually.

    • 22 min
    193. Two ways to think about positioning

    193. Two ways to think about positioning

    This post originally appeared at https://kevin.me/ways
    You can think about niching in a lot of ways.
    In many cases, the tighter you go, the easier it can be to sell what you offer. People are swimming in options, they want specific when they can get it.
    So there are two angles to consider when deciding on how specific you should go with your business.
    1. You can get specific about who you serve
    The more specific your target market, the broader your focus can be in terms of what you help people with—while still being credible.
    If I help multi-location coworking spaces do better marketing, that's a specific target market and a fairly broad way of helping them. It can be reasoned that you can have rare knowledge about marketing in a way that is uniquely applied to multi-location coworking spaces.
    If I said I help anyone do better marketing at scale, you can begin to see where the skepticism may come in.
    2. You can get specific about the problem you solve
    When you're highly specific about the problem you solve, it makes sense that you could solve it credibly for a wide range of industries.
    For example, I could say I help people sell their expertise through membership programs. And that could be a reasonably credible positioning given the specificity of the problem being solved.
    I don't need to say "I help faith-based dog groomers sell membership programs." The market would be too small. And the same skills or lessons could be applied to far greater contexts.
    And this is what strategy is all about.
    There's no perfect way to position your consulting business. Specificity helps—but how you apply specificity is where the hard choices are made.
    So what trade-offs are you making? How are you being specific about either what you do or who you do it for?
    As they say, hard choices, easy life. Easy choices, hard life.

    • 7 min
    192. Why I don't position myself as a fractional CMO

    192. Why I don't position myself as a fractional CMO

    I don't position myself as a fractional CMO.
    I might have a fractional CMO service. Or in a sales conversation, I may say that I'm like having a part-time CMO on your team. But I don't call myself a fractional CMO as my top-level positioning.
    I'm a consultant. I'm an advisor. I help companies with their marketing strategy.
    But I'm not a part-time employee. I don't want to be seen as one. Nor do I want their actual marketing team to be threatened by what may seem like a new boss breathing down their neck.
    In this episode, I go into:

    Why I believe it's best to position yourself as a consultant—not an employee-like person
    When to use terms like "fractional CMO" in your sales conversations and marketing copy
    How to avoid threatening the in-house marketing managers when you're hired to help their organization.
    The topic is nuanced, but I think it's important if you are selling strategic advisory services.

    • 14 min
    191. Noticing your quiet inner voice (and what to do about it)

    191. Noticing your quiet inner voice (and what to do about it)

    What is your quiet inner voice telling you?
    The one that whispers. You barely notice it at first. But when you do hear it, you're inspired. 
    Should you explore it? 
    Maybe you don't take it seriously at first. Maybe it feels like a pipe dream. It's not always rational. Sometimes it's idealistic. Regardless, when you pay attention to it, it feels directionally interesting. 
    Where does it come from?
    I've noticed that it shows up when I take time away from my business. It shows up on vacations, bike rides, long walks, or while reading a good book. I'm not sure if it's the truth or just a passing random idea, but it feels worth exploring.
    So what do you do when that voice says something? Do you jump to action or think about it until it no longer inspires you? Is it valuable or random? That's what I cover today.
    It may just be the very thing that helps you create unique, valuable, and lasting work.
    Or maybe not. Who knows.
    —k

    • 11 min
    190. Analyzing where my advisory clients come from (a general vs. niche business comparison)

    190. Analyzing where my advisory clients come from (a general vs. niche business comparison)

    In this episode, I break down where my advisory clients came from.
    I also compare my niche (Everspaces) vs. general consulting clients came from to see if there was a difference.
    And let me tell you, it was enlightening.
    Do you analyze where your clients come from?
    Give this a listen and let me know what you find about your own business.
    —k

    • 21 min

Customer Reviews

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seanpritzkau ,

Must listen to podcast for consultants and advisors

Kevin is generous with his episodes here, sharing how you can take the skills that you’ve honed through real-life experience and orient your time and offerings to better help others at scale.

I’ve already begun to draft my own methodology and am making adjustments to my business to cater towards guiding others with my thoughts and advice, opposed to doing the work for them.

Once a private podcast – excited to see its now available for all!