Rob Levinson, and independent marketing consultant, wrote an interesting article in Startup Journal on just how much is at stake when you pitch as an independent, and how to make the most of your pitch by doing some self reflection beforehand.

1. Who am I?
Companies hire consultants for their insights, business intelligence and experience or to gain resources they don't have in-house. To meet those needs, I always present myself as a seasoned expert who has "been there and done that" -- whatever the issue may be.

2. What am I selling?
As a consultant, and not, for instance, a toy manufacturer, my ideas are my product. They're what I sell, so I need to be judicious about what I charge for and what I give away.

3. Why buy my service?
Prospects believe I have something to offer or they wouldn't invite me to make presentations. However, they often need prodding as to why my services are required. To pre-emptively answer this, I do extensive research on a client's industry, competitors, company culture and infrastructure -- noting in particular its vulnerabilities or "pain points."

4. Why buy my service today?
I can't tell you how many times I've brought the dang horse to water -- but I couldn't make it drink. That is, until I started instilling the "fear factor," or the suggestion that waiting could have dire consequences to a company's health. No company wants to be behind the eight ball, so suggesting that tomorrow is too late is always an effective approach.