Jerry Fletcher

1 year ago · 3 min. reading time · ~100 ·

Jerry blog
Consultant Marketing Diving In

Consultant Marketing Diving In

Marketing vd

Diving In


4 A Different Slant

Are you thinking of bailing out of a full-time job to start a consulting business? 

Jumping out of a perfectly good airplane isn’t a good thing to do on a whim. On the other hand with a little pre-planning it can prove to be exhilarating. I’ve known folks that parachute from airplanes that were airborne in the Military and those that just wanted to check off a thrill on their bucket list. 

Both took a lot of precautions. But the bucket listers all enjoyed it more. 

What do you need to consider when you are taking that side hustle to full time? How do you get from unknown to memorable. More importantly what does it take to become Credible? 

How do you go from Credibility to Cash?  

  • Stay real, honest and authentic
  • Scrupulously avoid individuals and organizations that are not trustworthy.
  • Pay it forward. Practice relational networking not transactional.
  • Never stop adding to your expertise.
  • Tell it like it is (even when your view is different from the “common view”).

People hire consultants, not companies.

Too often this is overlooked. The new consultant is so intent on becoming a branded entity that they overlook this simple fact. Really big companies may hire consultants by their company name but mid-level and below organizations are looking for experts and look for them by name. If you want to have a fancy name and elegant logo that is fine but sooner or later you will find that if prospects remember your company name it will be associated with your name.

In other words, if you are an independent professional of any kind such as a consultant or coach, you might as well append your name to your company name because your clients and prospects are going to do so whether you like it or not. Your name adds credibility and that credibility leads to cash

Trust is the single most important business development attribute.

Having enough in the grouch bag (reserve funds) can help you with this. If you are not extremely concerned with providing for you and yours it is easier to stay on the straight and narrow. You find that you have the ability to say, ”No” to those deals that just don’t smell right. You will be able to be genuine and be plainspoken. Yes, your expertise is important. The connections you generate via networking can lead to being considered for engagements. The folks you add to your CRM (your list) become, in a way, investments. You invest your time and capabilities in them and they return the favor. Over time you will find that who you know is not as important as who trusts you. Your credibility, the trust you have generated, leads to cash.

People are like Pearls.

Years ago I wrote a blog that likened the friends, associates and colleagues each of us has to pearls strung together into a magnificent necklace. If you think of your contacts that way you will want to show them off. That is what relational networking is all about. Transactional Networkers tend to look for tit for tat exchanges. They are much more about “What have you done for me lately?”

Relational networkers pay it forward. They refer the experts they know to fill a client or prospect’s needs. They constantly seek out opportunities for those they believe in. It pays off. Their credibility as a referral source leads to more assignments and better cash flow.

Know it all or at least more than others.

It is called lifelong learning in some circles. Continuous learning fuels creativity and innovation, helping the learners use their knowledge and skills in meaningful ways. The more you know about your area of expertise the easier it will be for you to diagnose situations and prescribe courses of action that will get to a positive resolution. 

But don’t limit yourself to only your specialty. Explore subjects that are just to the side of it. Look into things that might have no connection at all. Because of the way our brains are wired those seemingly unrelated areas of interest generate connections that lead to creative connections. Challenging the little grey cells can make you more believable and inspire prospects to cash in on your unique abilities. 

Controversial gets you seen. Results get you paid.

People respond to what is different. They actively seek out better solutions that are positioned and identified in ways that make them stand out from the crowd. Being controversial in your writings, speeches and other public appearances will get you noticed. A portion of the people that can hire you will listen in depth. Others will not. Both will have become aware of you in a way that is memorable.

Get the outcome stipulated in an engagement and you will earn the testimony of a satisfied client. Do a joint presentation with her or him at an industry gathering and you will generate another circle of admirers. Like dropping a rock in the water you will cause a small wave to press outward leaving a recognition of your knowledge. Each time your insight is touched your credibility increases. The more prospects that hear about your approach, find it ingenious yet plainspoken, the more will engage you.

And so it goes 

Jerry Fletcher


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc. See Jerry’s speaker demo reel.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing advice that builds businesses, brands and lives of joy. 


Learn more about Credibility to Cash by getting Jerry's Newslog.


Jerry Fletcher

1 year ago #2

Thanks Ken. I just call ‘em as  i see ’em. Credibility to Cash is a new program I'm developing and it will include all of this “what” material as well as a healthy dose of “how.” And so it goes.

Ken Boddie

1 year ago #1

Ah, Jerry. Many words of wisdom here. 

I particularly find affinity with “from Credibility to Cash” and “Results get you paid.”

I’ve found that so many consultant technocrats, working as a cog in a large organisation, believe that invoicing is beneath them, along with time and cost management, yet these days more than ever, ‘on time’ and ‘on budget’ also gets us return business, along with your valid ‘credibility’ and ‘trust’ factors. 

It’s amazing how this apparent disdain for matters monetary evaporates when they move to, or initiate, smaller organisations or start-ups. 

We would all do well to remember Mr Micawber‘s advice in Dickens’ David Copperfield: 

”Annual income 20 pounds, annual expenditure 19 [pounds] 19 [shillings] and six [pence], result happiness. Annual income 20 pounds, annual expenditure 20 pounds ought and six, result misery.”


Articles from Jerry Fletcher

View blog
1 year ago · 5 min. reading time

.“I put all this time and money into SEO and I’m still not getting any new business!” · It is not an ...

1 year ago · 3 min. reading time

No one ever said it would be easy. · Then again, only a few folks, over time, explained what it take ...

1 year ago · 3 min. reading time

What is your credibility index? · If you are a consultant it is a pretty good bet that you have a pr ...

Related professionals

You may be interested in these jobs

  • JLAN Solutions

    Desk Side Engineer

    Found in: Jooble US - 4 days ago

    JLAN Solutions Washington DC

    JLAN Solutions has an immediate opening for a Desk Side Engineer -at the senior level in support of our Department of Transportation client. Successful applicants will Performs day-to-day activities required to provide Tier 2 support to end users, to include, move/add/change of e ...

  • Lyft

    Lyft Driver

    Found in: Jooble US - 6 days ago

    Lyft North Chicago, IL

    Earn $1,600 in Chicago when you give 140 rides in 30 days. Terms Apply. What is Lyft? · Lyft is a flexible earning opportunity and a platform that connects drivers with individuals and organizations that need rides. Driving with Lyft is the perfect way to earn money on any sched ...

  • Ero Staff

    Travel Nurse Practitioner

    Found in: Jooble US - 4 days ago

    Ero Staff Lancaster, CA

    Ero Staff is seeking a Nurse Practitioner Internal Medicine for a travel job in West Lancaster, California. · Job Description & Requirements · Specialty: Internal Medicine · Discipline: Nurse Practitioner · Start Date: 01/09/2023 · Duration: 13 weeks · 40 hours per week · ...