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Note: Portions of this Case Study
are available in audio format.
 Click
for Pat Bramhall Audio Interview (MP3)
  The
Client: Founded in 2000, Tydak Consulting
Services, LLC helps small and mid-sized companies bridge the
communication gap between technology and business, reduce
costs, and improve their return on their IT investments. Company
Founder Pat Bramhall says her team is most often hired by
the CEO, and that most of their work is performed directly
with members of the IT team – the CIO, VP of IT, and
managers. Bramhall met Lisa Nirell through Renaissance Executive
Forums, a Southern California business networking organization.
"Lisa was a speaker at a big event I attended,"
says Bramhall. "I purchased her book, Five Strategies
to Energize Growth, and later worked with her directly."
The Situation:
Bramhall launched her consulting business during a volatile
time for high tech. Like many technology consulting professionals,
Bramhall wasn't "sales savvy." She could easily
see what potential client's problems were, but had difficulty
conveying the benefits of her services and closing sales.
"I needed to go out and sell my services and talk about
my business," says Bramhall. But, she says, "I'd
rearrange my desk and avoid it."
Pat needed advice on how to improve her planning and sales
skills. Bramhall had realized she was prospecting
for – and ultimately ending up with – the wrong
clients. "They weren't looking for the kind of services
I offer."
"If you really
want to take it to the next level and are willing to
look into yourself and analyze your business, Lisa is
the right person. She is very good at getting you to
be more truthful with yourself."
– Pat Bramhall |
The Process:
Bramhall worked with Lisa on two separate occasions. During
the first engagement, Lisa walked Bramhall through a process
to help her more clearly identify her ideal clients –
those clients who needed Tydak's services and were willing to
pay for them. When Lisa asked her to write down characteristics
of her ideal clients the list initially had twelve items. Working
together, they narrowed it down to five. This gave Bramhall
and her team a way to quickly identify which clients to pursue.
She also showed Pat how to turn down business that wasn't
a good fit. "I knocked on too many doors that went nowhere.
I'd trip over my words. From Lisa I became brave enough to
say 'no' to business, and more succinct about what we had
to offer," recalls Bramhall.
As is so often the case, gaining clarity was the first step
toward better business outcomes. "Business plans that I've
done in the past were huge, and no one ever read it. The plan
I built with Lisa was five pages. My staff has a copy. So does
my staff recruiter," says Bramhall. Lisa
also helped Bramhall stay committed to her goals and most
important priorities. Bramhall explains, "There is accountability
with Lisa every week. You have to do the homework!" Lisa
also helped Bramhall identify which administrative tasks she
should delegate so that she could create more time to focus
on growing the business.
While working a second time with Lisa, she was introduced
to the game of "Marketing Ball" by joining one of
Lisa's EnergizeMarketing Action Groups. "The first engagement
was about a business plan; this one is about marketing,"
says Bramhall. "I used to think that if someone asked
for a proposal, then I was ready to book the engagement. But
if you give them the proposal too soon, they don't know what
to do with it," says Bramhall. Learning Marketing Ball
gave her a system to know exactly where she was in the client
prospecting process, and helped her waste less time on the
wrong marketing activities.
"Since launching
the new marketing strategy I've probably closed
at least $500K in new business."
– Pat Bramhall |
Pat's participation in this 5-month
virtual program included weekly assignments, private online
forums, individual feedback, and accountability groups. She
enjoys the interaction with other group participants, as well
as the advice and ideas Lisa offers. "We give each other
ideas. It's been very helpful to have their input. They can
relate to what I do," says Bramhall of her group. As a
result of being in the EnergizeMarketing Action Group, Bramhall
has decided to book more speaking engagements. She was able
to float topic ideas by both Lisa and the group to jump-start
the process.
The Results:
Bramhall says the number
one benefit of working with Lisa is the increase she's seen
in her self-confidence. "I used to change what I said depending
on how the day was going, or if I was nervous," says Bramhall.
She's also gained a level of maturity in her approach to sales,
and appreciates that she's more discriminating about the business
she pursues. "I don't have to drag off a pant leg trying
to get business," jokes Bramhall.
In terms of additional revenue, Bramhall could not be more pleased.
"Since launching the new marketing strategy I've
probably closed at least $500K in new business," she says.
"You only
have so much bandwidth. You can only do so much. What
are you willing to give up? Lisa promotes balance. She
aligns well with my beliefs on staying mentally and
physically healthy."
– Pat Bramhall |
Pat Bramhall on what it's like
to work with Lisa: "Lisa
is a high energy, upbeat, happy person. I find working with
her pleasurable. When I end a conversation I always get something
new and feel rejuvenated. She remains objective and is able
to listen to each of us in the group. She comes up with ideas
and suggestions. The smartest thing Lisa does it get you to
say it for yourself."  Click
for print version (PDF)
Click
for Pat Bramhall Audio Interview (MP3)
|
