Star Techies

Reality Bytes

No matter what size or shape a consultancy takes, marketing plays a major role in its success. In this field, advertising in the Yellow Pages or the local paper simply won't bring in the business. Most successful consultants and consulting firms do aggressive face-to-face marketing.

Letowt credits networking with the success of her business. "My first year in business, I went to meetings of every organization I could think of," she says. "Anyone who came within 3 feet of me got a business card. You have to let everyone know what you do."

Assuming you're in the right market-with the right specialty, the right infrastructure and the right approach-even a new consultant stands a good chance of success in this field. That isn't because this is an easy business to master. Rather, it's an easy service to justify.

"Today, all companies want to gain a competitive edge," says Schilt. "To most people, that means technology." Staying on the leading edge of computerization is hard. Selling the leading edge isn't.

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This article was originally published in the January 1996 print edition of Entrepreneur with the headline: Star Techies.

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