Five Things Every Solo Consultant Yearns For

MORE BUSINESS!! OK, OK, we all know that one - it doesn't count.

(Although I would clarify that what we all yearn for is more of the right kind of business, with the right kind of clients - yes?)

But, beyond the next work order, there are other needs that solopreneurs, consultants, contractors, and heads of micro-businesses have. I've been running my own consultancy for 11 years, and interact regular with a lot of other consultants and small business owners. And here are 5 things that we all truly need, which can't be found in the latest book or a seminar.

1. Companionship. It's lonely out there when you run your own business. And the people I interact with universally wish they could have more time with smart people who walk in their shoes, and know the unique pressures and demands we all face. Social networks (and local face-to-face networks) can be very helpful here, but let's face it - being in business for yourself is isolating. Customers, friends, and family may not understand the unrelenting pressure. Which means we also yearn for...
2. Perspective. In a larger company, there are plenty of people to brainstorm with, who can help us refine ideas. When you're by yourself - not so much. I often call on others in my network to help me figure things out, because "you can't read the label of the jar you're in." As smart as we may be, we only see things from inside our own heads. Other people can give us needed clarity, which we continually need. But when it comes to finding new opportunities, we must have...
3. Advocates. We don't have big budgets for marketing campaigns. The way micro-businesses grow is typically through advocates - force-multipliers who help us spread our message, and provide targeted referrals. Ongoing business development is a huge challenge for every consultant and virtually every single one will tell you that their best opportunities come from smart, appreciative advocates. Nurturing a referral network is the best way to guarantee long-term success. Let's hope we're staying really busy, but then what often suffers is...
4. Thinking space. The whirlwind of getting new business and then executing on it often leaves solo practitioners little or no time to step back and think strategically. The treadmill of the inbox and tomorrow's deadline means that these business owners hardly ever have breathing space to focus on business direction and new potential opportunities. This leads to weariness and staleness (even burnout) over time. If it's not scheduled, it doesn't happen - which leads us to consider...
5. Accountability. We may not feel a yearning for it, but we need it. Very few people are so brilliant and self-disciplined that they don't need others to hold their feet to the fire at times. This is particularly true for "idea" people who may not be as consistent on the execution front (hand raised). I can testify that my own effectiveness has increased significantly since working with a business coach who keeps me on track.

Let me add one other thought - many gifted practitioners are not marketers. I can't begin to count how many consultants and small businesses struggle to get any traction because they don't know how to effectively speak into our noisy marketplace.

Very few programs or offerings are geared toward the (ongoing) needs of solo practitioners and micro-business leaders. We can't engage with large agencies and expensive consulting houses. I wonder how many great people and companies have not made it over the hump because they didn't have an oasis of wise counsel and advocacy to keep the engine running.

As a consultant, I yearn to serve my customers and to succeed financially. I want to use my best abilities to make the most impact (and so do you). But, let's face it - the solo path is not an easy one. More than just winning the next contract, we need very human helping minds to help us survive and thrive in the long-term. People who will help us find more of the right kind of business, with the right kind of clients.

What would you add to this list of needs for micro-business owners?