How to Get 5 Leads per Week for Your HR Consultancy in Under an Hour a Day

As an HR Consultant, you know lead generation is essential, but you might not be sure where to start.

You’ve experimented with a few different tactics—posting on LinkedIn, networking, perhaps even trying some direct or lumpy mail.

You’ve managed to land a few clients here and there, but if you’re honest with yourself, those clients mostly came from luck or referrals.

And despite your efforts, you haven’t quite built the consistent pipeline of leads your business really needs.

It’s frustrating because, as an expert HR Consultant, you know you can help people, but getting the chance to show them that feels like a challenge.

The good news? There’s a solution—and it’s right here.

In this episode, I’ll walk you through a simple, repeatable process that will help you create a steady stream of leads. It’s the exact approach I use with my Pipeline Playbook members.

Here’s what you can expect to learn in today’s episode:

• The one decision that immediately makes all your marketing easier (and way more effective).
• Why most HR consultants keep going to networking events… and still have no clients lined up.
• The big mistake you're probably making on LinkedIn — even if you're posting regularly.
• How to warm up cold leads without chasing or selling in the DMs.
• When to stop being a hunter and start being a farmer by building a list of clients who come to you ready to buy.

And much much more.

And if you want some help to plug all this into your business, quickly, effectively, and with support and camaraderie, then click here before the 10 slots for this month's cohort disappear.

Timestamps:

• 00:00 – How to Get 5 Leads a Week with Just 1 Hour a Day Work
• 00:50 – Why You’re Struggling to Get Leads as an HR Consultant
• 03:04 – The Fatal Flaw in Saying ‘I Work with SMEs’
• 04:26 – Getting a Real Lead Generation Pipeline
• 05:32 – How to Ask Permission to Pitch (Without Feeling Sleazy)
• 06:01 – Should You Run Ads? When Paid Lead Gen Makes Sense
• 08:01 – The Power of ‘Power Posts’ That Generate Leads on LinkedIn
• 10:17 – Which Lead Gen Is Best for HR Consultants?
• 12:17 – Why Most Prospects Aren’t Ready to Buy Your HR Services (Yet) And What to do About it
• 13:13 – Email Marketing: Turning Maybes Into Yeses
• 15:38 – How to Monetise Your Email List
• 16:45 – The One System That Ends Feast or Famine

Want My Help to Build Your £70K+ HR Consultancy?

1️⃣ Grab a copy of my book – The Complete Guide to Building a £70K HR Consultancy – and discover how to get every lead and client you need.

2️⃣ Apply to Join The Fastlane Formula – so we can work together 1-to-1 to get you earning £70K+ faster (and easier) than going it alone.

Transcript

00:00 Hello there and welcome back to another episode of Marketing Made Easy for HR Consultants with me, Nick Poninski. In today's episode, we are going to talk about how to get five leaves a week inside 12 weeks if you only have an hour a day.
00:16 For the upcoming Observing of you, then you will recognize the fact that I am talking about my offer, the Pipeline Playbook 2.0. But to, ah, come your fears, this episode is not a pitch to suggest that you should join up.
00:32 In fact, what I'm going to talk about today is what I'm actually going to do inside that program. With anybody who signs up, I'm going to give you the insight of what we're going to do.
00:43 That way, whether or not you decide to sign up, you understand. And what's happening, and why and why it works.
00:50 So before I begin, let's talk about the fact that, well, if you're listening along, chances are you don't have consistent leads, or a method of generating leads and you think to yourself, yeah, I could do with five leads.
01:02 Now, there's a reason why you don't have the leads that you want. Most of the time, when I speak to clients, when I speak to HR consultants, when I look at their websites and what they're doing, they suffer from a few key issues, which re- really hinder their ability to build up a pipeline of leads and
01:23 clients for their business. Number one, I'm sure you've guessed it, lack of target audience. I've mentioned it before, I'll say it again, I will say it till I'm dead, I'm sure.
01:33 But the reality is if you don't have a target audience in mind, then how can you do any lead gen?
01:39 How can you? Yeah, how would you even start? Who do you start talking to? When, yeah, if you can just turn up and say, yeah, I can do any element of HR for any business.
01:51 Then, yeah, nobody is going to pay attention because, yeah, because it's going to be really hard. We're in a busy world, people ignore every message that they see in front of them, and they only pay attention if the message is for them.
02:06 And that's, That's what having a target audience helps you with. They understand that you can help them. In the same, you know, in the same way that I'm talking to you right now when you're listening, I understand who you are, I understand the issues, I understand your problems, I understand the mistakes
02:22 . the mistakes. I understand my audience and you're listening alone because I mention these things and because also I've got HR consultants plastered all over every piece of my marketing material.
02:33 So you know that you're for me and I know that you're for me and yeah, there's, there's a connectivity. There are brains are aligned in the fact that you know that I can help you and I know that I can help you.
02:45 Whereas when you turn up for SMEs, then it becomes a bit more muddy. It becomes a bit more convoluted. Like, what does an SME mean?
02:55 Does that SME know that you can help them? Not entirely. Who knows? And do you know who you particularly help when you go for an SME?
03:04 Well, not really. Chances are you have someone in mind, but you're just saying SME. Because, well, let's face facts. That's, What every HR consultant does.
03:14 And I get that, it makes sense because, obviously, there is safety in numbers, but I've gone down this road before, I'm not gonna keep labour in the point.
03:22 There's a video on my LinkedIn, on my featured items, uh, I've shared a p- podcast about it before, many times, so I'm not gonna labour the point.
03:31 You know how I feel about a target audience. Effectively, if you have a target audience, you know who it is that you're trying to attract to your business, and they know that you can help them.
03:42 It cuts out- I'm going to have bit more all the noise. The other mistakes that HR consultants make when they're doing their lead gen, but hinders their ability to get leads for their business.
03:53 Um, they don't have any real systems in place. There is no pipeline. There is effective- the going networking and hoping that somebody needs their services.
04:03 There is posting on LinkedIn and hoping that somebody sees the post and- and thinks, oh yeah, they- they could- they could help me.
04:11 I'd better get into their DMs. And maybe there's a bit of DM in here and there. Um, But ultimately, it's all reactive.
04:18 It's all hopium. And, sorry, the other one that I missed out was referrals, obviously. But none of these things are a pipeline.
04:26 None of them get consistent leads. Um, and that limits HR consultants a bit. The ability to get leads, generate leads, and have a pipeline of leads for their business.
04:37 Thank us.
04:39 going to solve all these problems. We're going to pick a target audience. We are going to understand them. That is step one of building a pipeline of leads into your business.
04:49 How to get clients and leads to pay attention. You have to decide who it is that you want to serve.
04:55 So, so that you know who it is that you want to serve. That way you can generate leads. You can turn up in the world and you can say, Hey, I might be able to help you.
05:05 So that's step one. Step two is to start building out a process. It's. Uh, a process that I call the triple S.
05:12 Search sort sign. Effectively, you are going to identify these people that you want to work with and you are going to filter through them.
05:20 You're going to say to them, um, listen, um, I'm going to be pitching you. Do you want to tell me to.
05:25 Do you want me to tell me to get lost? Do you want me to disconnect from me? Um, that's if you connect with them on LinkedIn.
05:32 I'm going to say, listen, can I have permission to pitch you? Once you ask permission, that means that they are giving you, yeah, permission to pitch.
05:42 And that, that gives them control. That makes them feel okay with the situation. Rather than just slapping a pitch straight down, you are asking their permission to pitch them.
05:53 Once they've given their permission, that's when you prospect them. That's when you, uh, have a conversation about whether or not you might be able to help.
06:01 The alternative to using LinkedIn is to run adverts. You might want to do that. You might want to, uh, um, adverts on Facebook or LinkedIn or Google, um, or Bing.
06:14 There's all sorts of places that you can run adverts. They're really great. I wouldn't advise running adverts on your own unless you really know how to write copy or, um, or unless you've really dialed in on who your audience is.
06:27 But if you're going through the pipeline, Playbook 2.0 with me, adverts is definitely something that we can look at because it speeds up your results effectively.
06:37 And the benefit of running adverts is that when adverts are running and they are generating leads and clients for you, it is effectively like a cash printing business.
06:48 You are going to give, I don't know, let's say for example, £5 to Facebook, they are going to give you a client.
06:55 That client will be worth more than £5. If you've got everything set up right. And that's a big if, obviously.
07:02 But if that works, then if you get, I don't know, let's say for example, £500 pounds back, and I know this is an ideal world, and it doesn't always work out that way.
07:13 But obviously if you give Facebook £5, they give you a client for £500. The ROI is incredible. And again, I wouldn't suggest doing this if you're running this, uh, if you're doing this by yourself.
07:25 There's a hell of a lot of things that can go wrong when you're running adverts. It's a risky business. You can burn off a hell of a lot of money very quickly.
07:33 Um. So, yes. Adverts can be great, but if you don't know what you're doing, then it's easy to burn off a lot of money.
07:42 The alternative to running a manual outreach or running adverts is to automate your outreach. So, that can- I mean, using an automation tool that links in.
07:53 I'll turn- again, that comes with risks. If LinkedIn realises that you're doing that, it'll ban you from the platform temporarily.
08:01 So, again, a little bit risky. The way is to avoid that is to limit how much outreach, um, the tool actually does for you.
08:10 So, only allow it to send out, say for example, ten messages a day, or make ten connections, or, you know, something along those lines.
08:17 Make sure that it doesn't seem, um, well, like, there is two- much going on. Um, LinkedIn is going to get very, you know, there's not a guy sat there watching what you are doing, but they do have some sort of algorithm, they do have some sort of measure, and if you are sending out thousands of messages
08:36 a day and connecting with thousands of people. Then, you know, a lot of bells are going to go off. So that's how you end up with your account being banned.
08:45 So be careful if you do decide to run automation. It can speed things along. It is useful, but it's not without risk.
08:53 And the old. alternative to all of that, well, not alternative, but another way of generating leads for your business is to post what I like to call power posts, where you post certain posts, which get people to put their hand up and they say.
09:10 I am struggling with this and you then can get into the DMs and say, hey, you replied to XYZ. Is this something that you want to have a conversation with?
09:21 Again, I, you know, there's a better way of messaging that, but that is the principle. You have responded to a certain post that I have shared.
09:32 Are you open to a conversation about that? That's one of the big misunderstandings that H.I. consultants make about LinkedIn. You know, they all, umm, a lot of them talk to me and they say they- I want more engagement. Engagement doesn't pay the bills and it's very nice, but it doesn't pay the bills.
09:49 Effectively, what you've got to do is generate leads. Because leads turn into clients and clients pay the bills. So you've got to be a bit more strategic.
09:59 With the stuff that you are sharing on LinkedIn, as I say, I call them power posts. They get people to put their hand up and say, hey, let's have a chat.
10:11 you want to do any other form of lead gen, that's absolutely fine. We can talk about that if you join up for the Pipeline Playbook.
10:17 Alternatively, if you grab a copy of my book, there are all sorts of lead gen, ah, tactics and campaigns and strategies that I suggest and you can take advantage of, uhm, each lead gen campaign, you know, I go through this in the book, but each of them have positives and negatives and, yeah, potential
10:37 risk. So the lead gen system that works well for you may not be the lead gen system that works well for someone else, which is why I always rail against this idea of going networking as though that solves every problem in your business.
10:51 Networking can work, it can, but yeah now, it can work, but it's not without risk, it's not, it's not a, it's it's solution that works for everyone.
10:59 There is, there are, there are potential issues to look out for. So, while some of you may love going networking, others may prefer to send lumpy mail in the post, others may prefer to send, uhm, make cold calls.
11:13 Whatever it is that works for you, it doesn't matter. There's no judgment here. Everybody can do lead gen in the way that they want to.
11:22 Now, as I say, we're going to use that system, the triple S, search, sort, sign. Whatever happens with your lead gen, you are then going to move them.
11:32 Either A, they become, uhm, a client, or alternatively, they stay a prospect rather than a lead, and you put them on your mailing list, and that builds up that pipeline of, uh, perfect fit leads for you to tackle.
11:45 That's what we're doing. We're building up a potential list of people who are potentially interested in your business, who know that you can help them, but maybe they just need a bit more, uh, help.
12:01 Um, encouragement or a bit more time to want to work with you, whatever it is. I think, I've mentioned it or in one or two of the podcasts previously, but not everybody out there is looking for a solution to the problems that you are facing.
12:17 You are looking to solve at that moment in time, right? Right now, I'm going through a big launch. I'll give you five leads a week or your money back.
12:25 Um, I, you know, I'm connected with thousands of HR consultants on LinkedIn. I've got hundreds on my mailing list. I've got hundreds.
12:33 I've hundreds on my LinkedIn newsletter. How many am I looking for? I'm looking for a maximum of 10. Will I get those 10? Who knows?
12:41 Because not everybody is looking for the solution that I am providing right here, right now. And that's something that's the same for you with your HR services.
12:49 So, in theory, you can help every business out there with their HR. They may not necessarily be ready for that kind of support.
12:58 They may not necessarily, the pain of the problem of their staff may not be great enough to compel them into action.
13:06 And that's why you start to build up a pipeline, a database, if you will, of people who you may be able to help in the future.
13:13 And that's what we start doing with a mailing list, right? If somebody downloads your, your lead magnet or that you manually add them to your mailing list, over time, you reduce the level of skepticism that they have.
13:26 You increase the level of trust and you send them messages. If you want an example of this, make sure you're on my mailing list, you will see that I send out emails.
13:35 I think it's, uh, once with the podcast. I say, I think I know it. It's once with the podcast and I'm about to increase, uh, the um, the stories and, um, belief shifting stories that I send out.
13:51 I'm going to start sending them out on a Tuesday and a Friday. Um, and these emails, uh, speak to my audience about where they are and then try and shift their beliefs along the lines of.
14:01 Um, well, whatever it is that they are going through. So yeah, you start email marketing your pipeline and you start to generate leads and clients out of this database.
14:12 You become effectively, you become a farmer rather than a hunter. going out and doing lead gen as a one-and-done system, you understand if you can help people immediately, search, sort, sign, the triple S, or you understand if you can help them potentially in the future.
14:30 And you become a farmer. You start to generate that pipeline of leads for the future of your business.
14:38 yeah, that's pretty much it. Once you've got people onto your email list and you're changing up their beliefs, increasing the level of trust that they have in you, reducing the level of scepticism.
14:49 You are building a relationship with them en masse rather than a one-to-one, but they feel like it's a one-to-one because email marketing is super powerful.
14:58 And yeah, you, you start to generate leads. You start to build up a pipeline of leads for your business. That you can tap into at any time, whenever you need a client, this destroys fee store famine for you.
15:13 It gets you away from having to slash your fees at every, uhm, every sign of a potential wrinkle in your the Overall, having that pipeline of leads that puts you in a very different position than someone who is going out, as I say, as a hunter who is going out and doing lead gen as a one-and-done system
15:38 .that's pretty much it. There isn't much else to say, really, I guess. Well, the other thing to say is how to monetize that email list.
15:47 Obviously, you're changing their beliefs and then, eventually, you want to, uh, get people to put their hand up and say, Hey, I need some help.
15:56 I might need some help with my business. I, I understand the value that you add. You are the HR consultant with me.
16:03 So you start to monetize the list, eventually. How do you do that? Well, I call them Sunday evening hellos. Again, this is something I cover in my book.
16:13 But these are just quick messages that you can send out to generate leads out of thin air. So when one project comes to an end, or another project comes to an end, and you suddenly sit down and you think, you know what, I'm going to have a week off, and I'm just going to chill out and hang out with the
16:29 kids, or, you know, indulge in a bit of reading, or whatever. But then you want to generate leads for the following week, you can send out a Sunday evening hello, and get somebody to put their hand up, and say, yes, I'm interested Stephanie, please help me.
16:45 It's very simple stuff. And as I say, all the time going on in the background is lead generation. You are reaching out to people, search, sort, sign, and this is either on LinkedIn, this is any method of lead gen that you want to use, this is, uhm, adverts, this is automated, whatever it is, and you 
17:04 are putting people into your pipeline. Either they want to work with you, they're not interested in the slightest, or they might want to be interested in working with you at some point in the future.
17:13 And that's it. There's no, There's nothing crazy going on here. This is very... This is Marketing 101. This is building up a list of people who might be interested in your services one day in the future.
17:27 It's, It's simple stuff, but it removes uncertainty, it removes overwhelm, and it destroys feast or 
17:34 the only real question now is, do you want to build this pipeline with support or without it? If you'd rather not figure everything out by yourself, if you want a simple, proven plan to follow week by week with unlimited support from me, a group of peers cheering you on, sharing your wins, and having
17:52 a bit of camaraderie along the way, if you want the templates, the chat GPT prompts, if you want the live Q&As to make sure that you're not making any mistakes and veering off track, then the Pipeline Playbook might be for you.
18:04 And the promise is simple. By the end of the 12 weeks, you've got that pipeline that brings in five leads a week, or you get your money back.
18:11 That's it. That's the offer. If that sounds like what you need, book your call. Let's have a chat. No pressure, no twisting your arms around your back.
18:18 Arms? No twisting your arm around your back. But if you'd rather go it alone for now, no problem. You've got all the information that you need.
18:26 As I say, it's all in this episode. They're all in my books. There's countless podcasts that I've released all about it.
18:32 And maybe you'll join in the next cohort. Either way, if you are even slightly interested in joining this cohort, make sure to act quickly because there are only 10 spots available.
18:43 And once they're gone, they're gone. But that being said, I hope today's episode has given you something useful to take away.
18:50 Something to help you get more leads more easily. As ever, all that remains to be said is, get marketing. Because without marketing, there's no sales.
18:57 And without sales, there's no business. So, get marketing.