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About Pfeiffer Pfeiffer serves the
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“In her new book, Elaine continue
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“Elaine has done it again—a boo
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Copyright © 2003 by John Wiley & S
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CONTENTS Dedication ix List of Figu
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SEVEN Prospecting in All the Right
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LIST OF FIGURES AND EXHIBITS ONE Fi
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Figure 9.5 Expanding the ABCs: Addi
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xx almost hands-on guidance, she in
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PREFACE It is rare that I am writin
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• I promise to teach you creativi
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One Last Thing I have lots of last-
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xxx Celia Rocks, publicist, thanks
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2 Market Research and Market Plans
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4 receive something to put in a box
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6 it that. Whether you like it or n
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8 add value for your clients? Do yo
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10 6. If your attitude about sellin
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12 A: Assess the Situation Assessin
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14 tools available to you. Try to s
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16 • Start a file of marketing id
- Page 51: Assess the Situation L part ONE
- Page 54 and 55: 22 As mentioned earlier, a marketin
- Page 56 and 57: 24 Luick tip . . . Subscribe to the
- Page 58 and 59: 26 My customer base suggests that:
- Page 60 and 61: 28 Marketing Your Consulting Servic
- Page 62 and 63: 30 Luick tip . . . One of the easie
- Page 64 and 65: 32 Marketing Your Consulting Servic
- Page 66 and 67: 34 • If you are currently using a
- Page 69 and 70: External Assessment How Do Your Com
- Page 71 and 72: 5. How do your competitors’ prici
- Page 73 and 74: Where to Get the Scoop Where can yo
- Page 75 and 76: If you decide that the survey will
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- Page 79 and 80: It doesn’t have to be that diffic
- Page 81 and 82: you are known for and of what you a
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- Page 86 and 87: 54 may start out with a white busin
- Page 88 and 89: 56 You may also serve on advisory b
- Page 90 and 91: 58 Luick tip . . . If you might use
- Page 92 and 93: 60 through your logo. I have had pe
- Page 94 and 95: 62 • Produce just enough brochure
- Page 96 and 97: 64 Your Bio Sketch If you’ve been
- Page 98 and 99: 66 OTHER IMAGE BUILDERS Sometimes t
- Page 100 and 101: 68 Marketing Your Consulting Servic
- Page 105 and 106: Tools of the Trade What Works; What
- Page 107 and 108: through this list, check off the on
- Page 109 and 110: Paper Products Your paper products
- Page 111 and 112: • If maintaining a relationship i
- Page 113 and 114: Send Congratulations Watch the news
- Page 115 and 116: Considerations: • Pick a theme, t
- Page 117 and 118: detailed in Chapter Seven; when use
- Page 119 and 120: of work, but it requires less in th
- Page 121 and 122: Catalogs are useful if you offer nu
- Page 123 and 124: cover letter. Writing a book is a h
- Page 125 and 126: • You control the content, so it
- Page 127 and 128: covers, backdrops, and even the was
- Page 129 and 130: formation about what you should con
- Page 131 and 132: Each of these ideas will give you a
- Page 133 and 134: Figure 5.1. The MUMU Measure Memora
- Page 135: The tools of the trade must work. O
- Page 138 and 139: 106 But I’m Not a Large Business
- Page 140 and 141: 108 Luick tip . . . Flexibility is
- Page 142 and 143: 110 Your direct mail might send a l
- Page 144 and 145: 112 Once you cease contact you will
- Page 146 and 147: 114 1. Executive Summary 2. Assess
- Page 148 and 149: 116 1. Executive Summary Your execu
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120 What increases the risk in two
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122 • Improve relationship with c
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124 ebbvice Mail a Lumpy Envelope D
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126 ebbvice Personalize Your Market
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128 relations letter to a newspaper
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130 Make twenty-five contacts at co
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132 ebbvice The Time to Market Is A
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134 Second, keep yourself in front
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136 • Be interviewed by a newspap
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138 PROSPECTING IS A TRANSITION Pro
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140 The advantage of prospecting is
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142 Exhibit 7.2. Where Can You Find
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144 Company Name Address Marketing
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146 As you are looking for informat
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148 start profiles for them. I enco
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150 The first paragraph should focu
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152 and read your letter. That’s
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Exhibit 7.5. Client Contact Log Org
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156 Besides, some of these may have
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158 • Is there a possibility of r
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160 company. Now compose a rough dr
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Selling Services How Do You Sell Yo
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Selling has changed over the years.
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General Questions Exhibit 8.1. What
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Questions the Client Will Ask If yo
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about his kids, his wife, his heada
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If you have identified the desire o
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plaining the value of the benefits
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comment a few paragraphs back. Thin
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The fourth mistake, attending the m
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STAY IN BUSINESS Selling You Many t
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A Client in Hand Is Worth Ten in Yo
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WHY RETAIN CLIENTS? If you’ve bee
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zation. Observe meetings to learn a
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Exhibit 9.1. How You Deliver Servic
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BUILD A RELATIONSHIP WITH THE INDIV
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Second, once you know individuals
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time making decisions; at other tim
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• Are unstructured in most of wha
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The quadrant diagonally opposite th
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they are interested in many things,
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How to Adapt to Others’ Styles As
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CUSTOMER SATISFACTION IS MARKETING
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Luick tip . . . Identify people to
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Exhibit 9.4. Continuously Improve t
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MARKETING: TAKE ACTION 1. Think abo
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Marketing Technology What Will Work
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Your designer should speak with you
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If after all this you still think y
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the same thing through Internet new
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Marketing Support L part FOUR
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224 Measure (memorable, unique, mai
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226 and a railroad car, the refrige
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228 to fit on a business card. I am
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230 you might determine all the rea
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232 beverage) enhance your ability
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234 Using this technique, you will
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236 a niece or nephew or grandchild
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238 As time drew near and no other
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240 Eagle’s Flight chose to use t
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242 Trigger Concepts Sometimes an i
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244 different. You could use a tube
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Lists, Plans, and Last-Minute Advic
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Get Ideas From Others Exhibit 12.1.
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The Tightwad Marketing list in the
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the only time you usually make mone
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1. You Need Clients More Than They
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day. But you are selling a service
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• To acquire five new clients by
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Other Collaboration • Work with D
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August • Develop materials and pa
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What changed from the time you left
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MARKETING: TAKE ACTION 1. Develop y
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270 Hiam, A. (2000). Marketing kit
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272 C Chamber of Commerce, 147 Char
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274 F Farren, C., 238 FAX Form, 68e
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276 promotional package and, 63; yo
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278 complete company profile for ta
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ABOUT THE AUTHOR Elaine Biech is pr
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Pfeiffer Publications Guide This gu
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GAME A group activity that has the