7 Growth Strategies from Smartsheet Guru Darren Mullen

I recently interviewed Darren Mullen, a Tucson-based business consultant who shared invaluable insights for fellow consultants. Learn how to price effectively, diversify revenue streams, and build authority.

Finding Your Niche through Demonstrated Expertise

Darren's journey began with creating tutorial videos showcasing his Smartsheet expertise on YouTube. This seemingly simple step led to his first client, who reached out after watching one of his videos. By demonstrating his knowledge publicly, he validated market demand without the risk of immediately quitting his job.

The lesson here is powerful: before making the leap to self-employment, test your expertise in low-risk ways that allow potential clients to find you. Creating content that solves real problems positions you as an authority and generates inbound interest.

Evolution of Service Offerings

Darren's business model has evolved from purely implementation work to include:

• Implementation projects (building complex solutions)
• Ongoing support and maintenance
• Teaching and coaching through his "Smartsheet Guru Elite" program
• Promoting third-party add-ons on a commission basis
• Creating and selling educational products

This multi-stream approach has reduced his reliance on trading time for money and created more stable, predictable revenue. For consultants looking to scale, diversification beyond hourly work is essential.

The Counterintuitive Pricing Strategy

One of Darren's most important lessons came through trial and error with pricing. When he initially charged lower rates, he attracted difficult clients who were highly demanding yet budget-constrained.

As he gained confidence and raised his rates to industry standards, he began attracting premium clients who were:

• Easier to work with
• More experienced in working with consultants
• Clearer in their communications
• More respectful of his expertise

This counterintuitive finding reinforces what many successful consultants discover: higher prices often lead to better client relationships and less friction in your business.

The Power of Strategic Marketing

Darren allocates approximately 30% of his time to marketing through three primary channels:

1. YouTube tutorials
2. LinkedIn content and outreach
3. Weekly email marketing to his subscriber list

For building his email list, he offers a simple, actionable tips document rather than comprehensive ebooks, recognizing that clients are more likely to consume and benefit from concise, practical content.

His email marketing philosophy centers on "being present in people's inboxes" consistently, even when he doesn't have a specific offer. This regular presence ensures he's top-of-mind when potential clients are ready to buy.

Unexpected Collaborations

Perhaps the most surprising insight from our conversation was Darren's success with competitor collaborations. He initially assumed competing companies wouldn't be interested in working with him, but found the opposite to be true. By proactively reaching out to other players in his space, he discovered partnership opportunities that have become significant revenue streams.

The message is clear: don't let assumptions about competition prevent you from exploring mutually beneficial relationships in your industry.

Building for Long-Term Success

Darren emphasized the importance of consistency and patience in marketing efforts. Some subscribers on his email list took nearly two years before reaching out—but when they did, they had already decided to work with him. This highlights the value of playing the long game and maintaining marketing efforts even when immediate results aren't visible.

The Growth Challenge: Delegation

Looking ahead, Darren identified delegation as his biggest challenge for scaling the business. Like many solo consultants, he recognizes that "it's hard to grow your business when you're doing everything," yet struggles with the transition from doer to manager.

This honest assessment of his growth constraints reflects the evolution most successful consultants must navigate: from technical expert to business leader.

Final Thoughts

What stands out most from my conversation with Darren is the intentional progression from freelancer to business owner. By establishing himself as an authority, diversifying his revenue streams, setting appropriate boundaries with clients, and maintaining consistent marketing efforts, he's created a consulting practice that delivers both financial rewards and lifestyle flexibility.

For consultants in the early stages of their journey, Darren's path offers a practical blueprint for building a sustainable, growth-oriented business that transcends the limitations of traditional time-for-money consulting.

Have you faced similar challenges in your consulting practice? What strategies have helped you overcome them? Share your experiences in the comments below.