Episode: 537 |
David A. Fields:
How to Work Effectively with Visibility Partners:


David A. Fields

How to Work Effectively with Visibility Partners

Show Notes

In this episode of Unleashed, Will Bachman interviews David A. Fields on how to work with industry associations and other types of groups to build businesses and create value. He touches on the concept of trade associations, and how we should view the trade association as a source of prospects. It’s important to consider other types of associations that have a large group of prospects in their tribe, such as software platforms, data providers, headhunters, and journalists. Data providers often need the help of consulting firms to ensure their data remains relevant and useful. For example, data providers can provide information on social media trends, transportation logistics, and more. In conclusion, trade associations can be a valuable tool for firms to connect with prospects and build their business. They can also serve as visibility partners, helping firms reach out to potential clients.

David talks about connecting with visibility partners and what you can do to raise your profile through that relationship. For small firms with no specific focus, it is important to find the right group by focusing your business on a few industries and engage with associations or other providers to find potential partners. This approach makes it easier for the firm to find prospects and be more valuable to them. David shares examples of clients who have successfully worked with data providers as visibility partners. One example is a consulting firm in Virginia that has grown from about $1 million to $15 million through targeted visibility building with data providers. The firm has done research work with the data provider to demonstrate the importance of creating value for both partners and their clients. 


Connecting to a Visibility Partner

To get started with a visibility partner, David suggests reaching out, offering to meet, building relationships, and staying right-side up. For example, a consulting firm might have worked with multiple clients using data from a data provider and had a history of complaints about the data. By introducing the firm to their contacts to help the data provider improve their service, they can help address the client’s concerns and also improve their visibility. David discusses how to increase visibility by getting on a podcast. Will suggests reaching out to the host of a podcast and posting a summary on LinkedIn to tag the host. This approach is often overlooked by hosts, but it can be a great way to reach potential clients. David stresses that this is a long-term relationship building strategy, and not a quick fix.  Furthermore, he encourages people to get involved in small podcasts, new podcasts, and podcasts with only 12 listeners, as they are more likely to have a smaller audience. This can lead to better targeted discussions and better results. David talks about the pros and cons of tapping into alumni associations for businesses. For example, Procter and Gamble’s alumni network is a strong example of how alumni networks can help businesses grow.


Working an Industry Conference

For industry conferences, it is important to determine who’s going to be there, who you want to meet ahead of time, and set targets for attendees. Additionally, commit to attending the conference for three years, as it allows you to build relationships with potential clients. Will suggests using LinkedIn to create a list of attendees and send connection requests to potential attendees. This will help you connect with potential clients and build relationships with them. When it comes to messaging a potential contact to secure a meeting, Will and David discuss possible approaches. David also mentions various methods of connecting with industry recruiters and securing visibility through content development. David mentions his next practice accelerator, which is sold out but will be held in 2024. In summary, David emphasizes the importance of visibility partners and the need to consider the tribes they overlap with when promoting a firm. By focusing on these strategies, consulting firms can increase their visibility and attract more potential clients.



03:23 Leveraging industry associations and other groups for business growth

05:27 Partnering with visibility partners for consulting firms

12:22 Partnering with data providers for visibility

19:59 Networking strategies for professionals

26:18 Networking strategies for a conference

30:57 Consulting firm visibility partners



David’s website: https://www.davidafields.com/

David’s Books: https://www.davidafields.com/books/

David’s Blog: https://www.davidafields.com/blog/


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Will Bachman, David Fields


Will Bachman  00:02

Hello, and welcome to Unleashed. I’m your host will Bachman. If you visit us at umbrex.com/unleashed. You can sign up for an email, I’ll let you know about each episode, I’ll send you the full transcript and the show notes. And I want to give a shout out to Mongolia listener. I just checked my, my metrics the other day, apparently, there’s about 130 countries where someone is listened to Unleashed. And a lot of those people are in the US and Canada and UK and India. But we do have one listener in Mongolia. So hello to you. Send me a note. I’m at unleashed@umbrex.com. I’d love to hear from you, wherever you are. And I’m so happy today. We have back. David, a field’s our veteran guest has been on 10 Plus episodes was on episode number one. David, it is so good to have you back on the show. Well,


David Fields  00:53

it is always great to be with you. And congratulations on the listener from Mongolia.


Will Bachman  00:57

We are penetrating Manding.


David Fields  01:01

That is outstanding. I really I really love that. We I don’t know that we thought we’d have clients in every continent except Antarctica, of course not so thin your Antarctica clients consulting firms want to join, that’d be awesome. But I don’t know that we’ve had anyone literally from Mongolia


Will Bachman  01:19

and penetrating the Mongolia podcast. And it was it was not necessarily with my strategic goals for the year, but I’m pretty psyched about it. Okay, so we have talked about a lot of things with you. But one thing that we sort of maybe touched on in one episode, but we’ve never done in depth. And I’ve never heard your thoughts about it in depth is how to work with industry associations and other types of groups, like alumni groups, all sorts of groups out there to you know, get, you know, build your business or create value. And one of those types of groups that I want to talk on is also these sort of paid networking groups. But obviously Industry Association so tell you, what are the high level thoughts about how to work with industry groups, you talk about it in your book? And let’s get started. Tell me tell me your thoughts.


David Fields  02:11

Yeah, let’s jump into this will be fun. It this is the in we talked about the five marketing Muswell speaking, writing, networking, digital presence and trade associations, and the one, the one of those I would rewrite, you know, in the next edition of the book would be trade associations, just not because the content isn’t right, the content is right on, I would expand it. So here’s a question for you. Well, when I say trade associations, are you think about industry associations? Who do you think about what comes to mind?


Will Bachman  02:46

Well, I’m thinking about a few random conferences that I’ve gone to, for particular consulting projects. So one was like a big, you know, pharmaceutical packaging conference are some things and there was probably a Industry Association of pharmaceutical packaging engineers, or something right? Very specific. Another one was for the hydroponic industry. And I don’t know, probably American Chemical Engineering association or something. So those are ones that come to mind.


David Fields  03:23

Yeah. So here’s what I’d like to, to suggest, to thought for you to expand it, because I think it’s what most of us think about. And this is actually why I would rewrite at least if nothing else, I’d retitle this chapter, these route and thinking that when we think about trade associations, we think about these, right, these conferences like you’ve gone to where it’s the global association of universal globalist right kind of thing. And it’s always something crazy like that. And, and that’s excellent, but broaden it to where do a large group of your prospects linger? either physically or virtually? Or digitally? Or if you want to flip it around? Who has in their tribe, a lot of your prospects? Now, trade associations are the obvious answer, because if you’re, if you’re, I don’t remember what I just said. But if your your client base, our universal globalists or whatever it is, or certain industry or rep knowledges are whatever they are, then an association of those people, that tribe consists of your prospects. But that’s not the only type of group or partner that has a lot of your prospects in their tribe. And that’s why I would actually that’s really expand your thinking on this to who not just trade associations, but think of it as visibility partners. Who could I part or with that speaks to, in some way connects to could get me exposed to my firm exposed to a lot of my prospects. Trade Associations fit the bill, but those aren’t the only ones that fit the bill. And I’ll give you some other examples that are common. If that’s okay. Is that okay?


Will Bachman  05:17

Well, please do that is what I’m waiting on. Yes.


David Fields  05:20

Okay. So there are other examples, and this varies from firm to firm to firm. But some that we have seen that are other examples. And I would put them right there with with trade associations along the same idea. For some consulting firms, there are software platforms, that whose customers all are great prospects, or a lot of their customers are great prospects for the consulting firm, or data providers are frequently their their customers, or overlap with a consulting firms prospects, and often need the consulting firms help. And it’s a really nice marriage, because the data firm wants their data to be sticky. They sell in these datasets for millions of dollars a year, but they can only continue selling them in if the client continues to use them. And so they need a consulting firm to help make it sticky. Okay, well, that’s a that’s a nice marriage. Wait, what’s your question? Yeah. When


Will Bachman  06:15

you say data providers, are you talking LexisNexis and Thomson Reuters, or what sort of garden or IRI


David Fields  06:23

or in in healthcare, there are all sorts of data providers that will tell you how many physicians are recommending? Right? I mean, there’s, there’s data on everything these days, there’s people providing social media data, there are people providing they’ll provide data on on transportation logistics. And if you’re in the transportation logistics consulting field, and there’s a data provider in that world, or, or a software provider, and when there are many, many of them. Those are potential partners, because their tribes include your prospects. Headhunters, are often good example. Journalists are often great example, that all these folks have tribes, he can all connect you to a whole bunch of prospects and trade associations that right into that.


Will Bachman  07:14

Okay, so


David Fields  07:16

does that make any sense as an expanded definition? Does that help? It


Will Bachman  07:20

does? Okay, so that helps expand it to me, and I suppose I could add on their, like, alumni associations. So I’ve given to that Harvard Business School Alumni Association, as an example, I guess you could include those. Okay, so. So let’s say that you Okay, so you think about these? How do you recommend that? You, you work with these visibility partners?


David Fields  07:52

Yeah, like know what? Thanks, David didn’t know what? Okay. So that’s a fair question. And I should also note, will that, you know, post pandemic post COVID, this particular visibility building strategy, so working with visibility partners, has become our go to, for most of our clients, for most consulting firms, right after your networking, connecting, which, of course, you have to do these it used to be speaking, but platform speaking has become a much less reliable, much less available, visibility building approach. And the digital version of speaking is something you can do with partners. And in fact, I mean, well, this is you and I are doing it right now. You Unleashed Umbrex Veritux. You, for me, your visibility partner, I talked with you.


Will Bachman  08:47

Okay, I’ll put visibility partner on my LinkedIn now as there you go. Um, you


David Fields  08:51

know, obviously, you and I enjoy talking with each other, and I love chatting with you, whether it’s on the recorded or not. And your tribe, many of them fit our client profile. So that’s awesome. So what do you do you speak with them, you do this, you get on podcasts, you write for them? You do webinars with them, you do surveys with them, you create white papers, you mean all the things and that you would typically do with a trade association, you can do with almost any visibility partner, speak network, all that stuff.


Will Bachman  09:28

Okay. So am I making sense? Or am I going sort of off the rails here? This makes sense. So there’s, if we think about the, the matrix of industry and functions, so if you’re focused on a given industry, and particularly even a particular space within an industry on pharmacovigilance or something within pharma, sure, then you can start identifying some of the visibility partners in that space. If you’re more of a functional focus person, like I do procurement, but across, you know, 10 different industries, then there’s probably some kind of procurement influencers or procurement, visibility partners and procurement procedures and stuff. I think there’s some areas that are a little bit harder. So if you’re a, if you kind of typically serve that head of strategy on strategic planning, and you work across a bunch of industries, I don’t know if there’s a there’s no really kind of strategy conference, right? Nobody goes VPs of strategy. Don’t go to strategy conference. Okay. So I’d be really happy to address that. Okay, address it, please. Okay, challenge to you guys.


David Fields  10:43

You know, we we as you know, we work with a lot of folks who come out of McKinsey, or BCG, or Bain or other firms that are these, you know, come out of this very generalist strategy approach. And if you’re running a small firm, but you just solo shop or a small boutique firm, and you’re like, Yeah, but we, you know, we don’t really have any focus. So how would how would we partner with? Well, you kind of identified your problem right there, you don’t have any focus? And, you know, so rather than trying to say, how do we find the right group, for someone who’s unfocused? Well focus your business? Because it will, you will make it easier for yourself to find prospects, and you will be more valuable for those prospects? So as you know, just as an example, well, you know, I’m thinking of a couple of folks we work with that our strategy consultant they do they tend to do these big strategy projects. And part of how we’ve been able to, to grow them is to say, let’s pick up, you know, of at least a few industries pharmacal villages, vigilance or whatever, that and it and then we can drive there, does that mean, you have to turn away other work? Of course not. But if you choose a few industries, then you can go to either those associations, or you can talk with other providers to those industries, who could be great partners. So the more you say, Yeah, I’m not going to limit myself there. I want to be able to talk to anyone. Of course, the harder you find it actually to say, well, who should my partner be? Because anybody could be, but that’s not particularly particularly helpful.


Will Bachman  12:22

Okay, so let’s get into some of the real tactical piece here. All right, we’d love to and you know, perhaps you can spice it with some sanitized if necessary examples from your clients and things they’ve actually done. And maybe we go by category. So why don’t we start with data providers? So what are some ways that you’ve seen your clients actually do something to get visibility with data providers as a visibility partner?


David Fields  12:50

Got it. Okay, so the consulting firm, in Virginia, great example of this, by the way, they were grown from about million dollars to about 15 million. And a lot of it has been through this strategy, working with the data provider. And they’ve done primarily two things with that data provider. One is they actually co sell. So as opposed to just doing sort of broadcast, big visibility building, they do very targeted visibility building, because the data provider knows that, you know, the data will be more sticky. If there’s a consultant involved, the data providers agreed to bring the consulting firm in on a certain number of, you know, certain sales where they think, well, this will be a real help this will get us over the hump and allow us to close the deal. So that is, that has led to quite a lot of business. And they have done basically research work with the data provider, to show again, to be able to show you always want to create value for your partner and for your partner’s clients. So they’ve done research work to with the data provider that the data provider can then provide to prospects and clients showing here’s how you use it. And here’s all the amazing things that can happen. They say they use their consulting brains on behalf of the data provider. And that has been just a massive massive success.


Will Bachman  14:23

How you get that’s one example how do you get something like that started?


David Fields  14:28

The same way you you get any kind of any almost anything started in this kind of world remember the word was partner so visibility partner, how you start with a partner, you reach out you offer to meet you build a relationship you typically don’t go in hardcore selling and you stay right side up. Will you you know, before we turn this on, I think I said you know, let’s let’s do a podcast that can be really valuable for your listeners, the Unleashed group, which is my sole goal I want To help you create value. And for listeners, if you take that same attitude into partners, you know, how can we help you create value for your prospects for your clients? No one’s gonna say no to that.


Will Bachman  15:14

So imagine it would be a situation where the consulting firm in this case was already familiar with the data providers data and problem, they had already worked with multiple clients using that data. And then, you know, so it wasn’t so they had familiarity with it, they’ve used it before. And then they can,


David Fields  15:35

the origins of this are in the murky past, you know, further than a week ago, so. But it wouldn’t surprise me just because, you know, knowing everything has transpired if they had seen this data in their clients, right, so they knew of the data provider, and they knew of a lot of complaints about the data. Which meant they could go to, you know, even ask one of them, and I don’t remember how the original introduction happened well, but it could very well, they could have asked one of their clients, hey, you know, I know you’re using this data, and you’re, you’re bitching and moaning about it, we can probably help you with it. Would you mind introducing us to your contacts over the data provider? Yeah. All right. And then that was probably an account person, and they worked their way up to the top person and say, you know, your, your clients are just complaining like crazy about your product. And we can probably help. Okay, now we can help you look better for your clients. Alright, so


Will Bachman  16:33

one, one way to do this is by getting introduced and then actually co selling with with the data provider. I think you mentioned some other good run, one would be doing, you know, offering to do a survey for them, or


David Fields  16:47

much easier will is one of our clients down in Florida has done a masterful job of just just creating articles and content, articles content, then they’ve been invited to their insurance, and they’ve been invited to a couple of conferences to speak, and now become a preferred speaker. And so it’s snowballs, visibility snowballs, and because of the writing that they’ve done for this, again, kind of Industry Association. Journal, they’ve been invited to write for some others. And, and it just snowballs. So that you, if you can, if you’re okay, on writing, or getting writing done for you, that’s an easy one, right? It’s low risk, it’s low risk for the partner, it’s low risk for you doing a podcast or two, which I don’t remember whether this group down in Florida is on podcasts or not, but it wouldn’t surprise me.


Will Bachman  17:45

Well, that’s a good segue to the next one. So, next one, one of the ones that you mentioned is, you know, getting on a podcast. Yeah, do you have tips on how to do that?


David Fields  17:56

Yeah, we have a whole protocol for that, oh, I have to pull that out. I mean, we literally have a whole, you know, step by step, here’s how to sort of create podcast ubiquity, or something like that. And when you there’s, there’s no real magic or secrets to this, well, you need to look around and find out who is talking to the folks that I would like my consulting firm to be exposed to, or, and it doesn’t have to be their complete audience, but at least needs to be some overlap. And reach out or have an assistant reach out. And without being pushy. Inquire about the possibility of of appearing on the podcast. What I would say about, about whether it’s podcasts, or writing, or working with data provider, or any of the things I’ve mentioned will is is to understand, this is not the idea is not you do something one time, and voila, clients show up and write you checks. This is the long term relationship you’re trying to create. Now, you might have to appear on 25 or 30 or 40 podcasts before you identify the two or three that you really clicked with that person. And their audience loves you. And so you come back two times, or three times or four times or five times. And you build that relationship over multiple years, so that their audience is exposed to you over multiple times, multiple years, and then you know, folks start to trickle in, they say, you know, I heard you on that podcast like two years ago. That’s how this works. Okay, so I don’t want anybody to think oh, this is a way I just I just do a deal with a data company. And and yes, the folks down in Virginia were able to be brought into sales calls, which is a little unusual, but also didn’t happen from the very start. I think that happened more like year two year three. It nothing is instantaneous. You have to invest in this and stay committed over some time.


Will Bachman  19:59

I would add A couple ideas on the podcast thing. Yeah, number one, folks go to umbrex.com/resources. We have a resource on the top podcasts by industry. So we’ve curated a list of podcasts. So that can help get you started. You can pick your industry or pick your function. And we have listed podcasts. And then one way to get on a podcast is, you know what you said, reach out directly to the host. But some shows that get a lot of just inquiries, and maybe ignore most of them. But if you almost no one will do the following. Almost no one. Take an episode of the podcast, and write a really nice summary of it. And post it on LinkedIn and tag the podcast host, right? And since almost zero people ever do that on someone else’s podcast, like, Hey, I just listened to the great episode of The crackerjack podcast. And, you know, here’s some of the key takeaways from me tag David fields. Almost no one does that for someone else’s show. If you do that, for why grid I do that hosts will probably notice, right? Because no one’s ever done it before you do it two or three times a great


David Fields  21:12

idea. Yeah. Well, can I tack on another thing, and I don’t want this to go away. You know, we sort of gone off on the podcast land. The, I would encourage people to get on small podcasts, new podcasts, unheard of podcasts, podcasts that only have 12 listeners, and not just the top ones, especially if those 12 listeners are perfectly aligned with your prospects. Do you remember most most folks listening don’t need 1000 clients, two or three clients, you know, new clients would be pretty awesome. So you don’t need to be on the most huge shows. And also, it’s just it’s good practice. It’s easier to get on those shows. And, you know, you can be really targeted that way, and have great discussions. So I love the resource. So the big podcast, but also go for small ones. Yeah.


Will Bachman  22:08

Okay, so that’s podcasts, build a relationship with the host before making ask, you know, do something for them promote their show? And they’ll notice that’s great. Okay, so we talked about data providers talked about podcasts, what is a maybe Alumni Associations? Any, any thoughts on that?


David Fields  22:28

Yeah. Um, so Alumni Associations make a lot of sense. We have a client in Maryland dish that has a massive network. And and, you know, it’s been in, you know, in the service like you and McKinsey like you. And but it’s not you. And, you know, usually the alumni network, I haven’t seen it produced quite as much. In part because often alumni networks, the while they do contain your, your, your audience, their tribe has overlap with your audience, then, you know, the sort of overlap part might be a little small. And so there’s a lot of wastage, if you will. That doesn’t mean they can’t work. And some alums are very, very fond of, you know, of their alumni networks, the Procter and Gamble alumni network, I think is very strong. And, and those folks do like to use each other. And I and we do have actually another client in Georgia that use the proctor network pretty well, it I haven’t seen it get as good results, you know, as much bang for the buck as some other partners. But but if you’ve got a greatest, you know, great alignment and great connection with an alumni network, you know, go for it. Why not?


Will Bachman  23:51

All right. What about going to an industry conference? Yeah. Do you recommend that? And how do you get the most out of it? Let’s say that you’re not a featured speaker that you just, yeah, just want to be a featured speaker? Well, I mean, that’d be nice. But let’s say, I mean, okay,


David Fields  24:07

maybe well, that’s important. Because if you’re gonna go into an industry conference, you’re gonna go to the left handed genealogy professors conference. And the first thing to do is to see whether you can figure out who’s going to be their speakers and any other attendees, and set yourself 10 or 12, or 15 targets of people you want to meet. And this is standard conference there, right? This is, I think, anyone who who knows conference work will tell you this. Determine who you want to meet ahead of time, because then you’ll meet them rather than sort of wandering around aimlessly, hoping you meet somebody useful. decide who you want to meet. Yeah, and the reason I asked you want to be a speaker, is because if you’d like to be a speaker, maybe next year, maybe the year after, then one of the people on your list should be the conference organizer who will be there by the way. And so you put on your list of conference organizer and do all the things will Buchman that you recommend you be nice to them, and maybe you tweet great things about the conference, it was hashtag in conference while you’re there, because you’re complimenting them, you’re showing them you’re, you’re interested, and you’re interesting, and complimentary. And then as follow up, you’ll be able to create some inquiry about, you know, possibly being on stage next year, or the year after. So set a target for who you want to meet. Also, if you’re going to go to that genealogy conference, I would commit to going to it for three years. It’s not a one year thing, the first year you meet people, and you know, like, okay, yeah, you’re one of a billion people I met because there are a lot of genealogists who are left handed. And then your two people recognize you a little bit. Your three, you see the same people, they’re like, Oh, hey, well, welcome back. Yeah, what happened with that, that, you know, project you were doing about your great, great grand uncle. Now you’ve got a relationship, and those kinds of relationships turn into clients.


Will Bachman  26:18

So I think that you’ve given some of these tips before related to some of the specifics that you didn’t mention, like, if you can get the industry, the list of attendees, because sometimes they’ll have an app or they’ll give a list or something ahead of time, then they may just have a list of names. But if you, you know, hire a researcher, perhaps on Upwork, or perhaps you have someone already, you know, take all those names and their companies and look them up on LinkedIn, create yourself a, you know, a spreadsheet of names company, LinkedIn. And if you have enough time beforehand, sending connection requests to a subset of them, all of them say, Hey, I see that you’re going to be at this conference, I hope we can connect when we’re there. For absolutely right now for the random people, and then for the people that you really want to meet. Maybe you get their email, email them. So you’re going to attend any tips on like how to actually get that meeting? So some rants and maybe some busy person who’s going there? They don’t want an SLA meet a consultant. What would you write, but


David Fields  27:19

very, you know, you can read if you if you received an email from me, and you know, I mean, it’s, Hey, well, I saw you’re going to the genealogy conference. And I’m going to, and you’re one of the reasons I’m going. Going, and I hope we can get a chance to chat, I would love to be able to talk with you a few for a few minutes of love the work you do. Would you be up to find up for finding, you know, a time? What’s your reaction to receiving something like that?


Will Bachman  27:54

I guess it depends a little bit. If I’m, let’s say, a VP of procurement. And the person is a procurement consultant, that feels like to me, it’s someone’s going to try to sell to me, I’d be maybe less interested. It feels very salesy. But if someone, even if they were a consultant, if it looked like they were going to provide something of value, and not just try to pitch me on something, I might be open to it. Like, Hey, I’ve been I’ve been studying your industry, and I, you know, I’ve done some competitive research on you and your top five competitors, list them out. And I’ve interviewed 15 to hear, you know, industry customers, I’d love to share some thoughts with you of what I’ve learned, then, then maybe more open to it. Right? If there’s a if there’s a value for


David Fields  28:38

you. That’s interesting. And I think I’d be interested in hearing what listeners experience has been the year are much more I want to I want to share, I want to tell you, I’ve done something and I want to I want to tell you about it. And hopefully it’ll be interesting. My approach is almost the opposite, is I don’t want to share and you know, if it was really going to procurement people, you’re right, they might be a little skeptical. I may say I don’t want to, I’m not gonna pitch you on anything I want. I’m going because I heard about you. And I’d love to learn more about your journey. I want to learn about you not I want to tell you about me.


Will Bachman  29:12

That’s fine. Yeah, I mean, I but for me, it’s a specific thing. So if it’s either I want to offer you something, or I have some questions for you, like, I’m really interested in learning about our pharmacovigilance VPS or dealing with AI or something. And, you know, I have some specific questions for you about it. So if someone has something specific reason to meet with me, I’d be more open to it than just like, oh, I I’d love to meet you. For some reason.


David Fields  29:40

Yeah. Well, I’ll make it again, I’d be really interested in what folks experience has been our experience and what I’ve seen from our clients is when you express interest in a in an individual meaning well one of the reasons I’m going to this conference is because you are going to be there that People tend to respond to that. I mean, it’s it’s very flattering. It’s in people feel honored. And so they’ll be like, let me get this right. You look like you want to, you’re actually an intern, an intern for a, you know, in a sales program. And this might not be valuable for me. But, gosh, if you’ve singled me out, that’s specifically because they don’t get many requests like that. Okay. But yeah, let’s see what listeners think.


Will Bachman  30:32

All right. So let’s see. So we talked about data providers talked about podcasts talked about going to the conference, what tactics have we missed around visibility providers?


David Fields  30:43

Gosh, there are probably a whole bunch of creative people can come up with all sorts of things. We we like Headhunters, as an example. Headhunters, I think, a really interesting visibility partners. For for consulting firms. Oh, here, I’ll tell you something that that we’ve done in any consulting firm or consultant that has a book could do is you can go to a headhunter or a visibility partner and say, you know, what, you could provide a copy of our book. And, you know, becomes a little district distribution channel for you for your book. I think we’ve probably talked about doing some sort of study or white paper that’s worked really well, for a number of our clients where they do it if you if you collaborate with a trade association, and say, We will survey your members. And right, right, this white paper based on the data, we won’t pitch to them. Okay, so no worries about that. But we’ll be the survey arm, these are consultants were good at this, then they get a survey for cheap or keep meeting nothing, because you’re doing it. And you get to meet almost everybody on their list. So yeah, the group down in Virginia did that with to great effect. Oh, I know. And cleanup in Canada did a really great effect.


Will Bachman  32:07

Say more about working with executive recruiters. What was what sorts of techniques have you seen there?


David Fields  32:14

I think that works for certain types of consulting firms. Because there’s natural synergy for firms whose work will lead to organizational changes. That, golly, gee, when you know, now a recruiter is needed. And so recruiter sees their own interests also being served in that case. Even when it’s not quite as direct recruiters often they just know a lot of people. And if they are willing to, for instance, they might send an article you’ve written, Be wise, because it’s valuable to their tribe, the folks that you’re trying to stay top of mind with, and not and they want more to say, than just, Hey, do you need help recruiting? It’s good for them to be able to say, Oh, well, and I was thinking about you when I read this article, or I saw this book or saw this white paper and thought you might enjoy it. And now oh, look, now they’re providing value. They’re staying top of mind with their prospect in a way that’s not just looking for business. So serves their interests also.


Will Bachman  33:28

Okay, so


David Fields  33:31

you guys got to go?


Will Bachman  33:32

Oh, no, I love it. You know, I know it’s hard to get time with executive recruiters are often so busy. But if there’s someone, I suppose if you’re focused on an industry niche, and you find executive recruiters who are in that niche, yes, that would be a way.


David Fields  33:48

All of this is much harder if you’re not focused. Yeah.


Will Bachman  33:52

Any other types of visibility partners that we haven’t covered?


David Fields  33:58

Probably, and off the top of my head, they’re not occurring to me. Okay. Um, but there’s, there’s really, there’s just tons of different kinds. You The question is, who has a tribe that overlaps with the people I would like to be aware of my firm? And if you think broadly about that, you’ll come up with all sorts of folks. All right,


Will Bachman  34:21

love it. Let’s take this moment to talk a little you have coming up next. So I want to mention First, your book, the irresistible consultants guide to winning clients, which I have mentioned before, and highly recommend. We’ll include a link in the show notes to that book. I’ve given out you know, probably over a couple 100 copies. We have David’s blog, which everyone should sign up for. It’s the first thing I read on Wednesday mornings. What’s What’s the link to that David?


David Fields  34:51

David de fields.com Ford slash subscribe.


Will Bachman  34:55

And we’ll include that like and when is your next practice? accelerator coming up.


David Fields  35:03

Well, the next one is is actually in October sold out. Yeah, that one is sold out. If people you know, it looks like I’ve got to go, they should reach out and contact me or if you’re really interested. And the reason will is I’m not sure when we’re gonna run another one, we’ll run one, I think in 2024. And, and because of that, we’re considering opening up a few extra seats. Because then other people want to come and it’s been sold out. So folks want to come they should, they should just contact us.


Will Bachman  35:32

Amazing. Okay, David, we will include the link to your website and those links in the show notes. It is always awesome to speak with you. Thank you for sharing your thoughts about visibility partners gave me a lot to think about stuff that I’m going to test out.


David Fields  35:49

Well, you’re the greatest, you know, I think you absolutely rock and I love the chance just to chat with you.


Will Bachman  35:55

Thanks, David. All right. I’ll talk to you later. Bye. All right. Take care.

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