Free Agent Marketing

Irwin is not alone in wanting someone else to handle her "free agent" marketing. Technology types and other professionals drawn to independent work for its lifestyle and other benefits seldom bring a strong desire to handle chores outside their skill set.

"Techs in general are not very good at sales and marketing, so the preponderance of people who go into consulting go through a consulting firm," says Michael Drapkin, whose Drapkin Technology in New York exists to serve those "propeller heads."

"It's the path of least resistance."

His consultants set their fee, then he marks up their services by 25 percent or more and shops them around to his stable of clients.

Boggs says none of McKinley's 100 or so marketing professionals has a guarantee of work. But rigorous recruiting standards set a high quality standard for clients.

"We have more demand for business than we have resources," she says.

With branch offices in Denver and Los Angeles, and two more to open this year in San Francisco and Dallas, Boggs sees no decline in demand.

Consultants such as Irwin see value in the relationships to which McKinley introduces her. She says it would take much more work — with less chance of success — were she to tackle that on her own.

For independents who relish a challenge and hope to keep their fees competitively below those of consulting agencies, the technology that has fostered a solo revolution is also offering hope of online access to clients.

Web sites such as ePlaced.com, Monster Talent Market, Freeagent.com, Guru.com, Aquent.com and others offer free agents and clients a virtual space to meet, shake hands and talk business.

In this brave new world of working solo, desire is the easy part. Yes, it opens a wider view of "the beach." But on the way to play, delivery still rules the day.

"You better be willing to work hard on a project, because that's what creates the opportunity to do another one," Irwin says. "You have to re-prove yourself every time."

Related items:
Looking small, thinking big
The entrepreneurial revolution

Are you an entrepreneur? Quiz
The ethics of client poaching
Making the leap to independence

Feedback:
E-mail Stu Watson

Web links:
Aquent Partners
Langer & Associates Inc.
ePlaced.com
Drapkin Technology Inc.
Monster Talent Market
Freeagent.com
Guru.com