Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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76 Marketing Your Consulting Services Exhibit 5.2. Marketing Tools PERSONAL MARKETING TOOLS PROMOTIONAL MARKETING TOOLS • Paper Products • Deliver Conference Presentations or Speeches • Demonstrations or Showcases • Networking • Maintain Client Relationships • Join Organizations • Teach a Class or Conduct a Seminar or Workshop • Send Greetings • Send Information • Send Congratulations • Send or Give Gifts • Accept Pro Bono Work • Novelty Items, Geegaws, and Gadgets • Shirts, Briefcases, and Portfolios • Go to Lunch • Make a Telephone Call • Customer Appreciation Programs • Prospecting Letters • Telemarketing • Obtain Referrals • Obtain Endorsements and Testimonials • Respond to Requests for Proposals • Direct Mail • Brochures, Fliers, and Catalogs • Newsletters • Website • Send an E-mail or an Electronic Newsletter • Publish • Publicity • Promotional Packages • Advertising • Directories • Phone Hold Messages • Trade Shows • Sponsorships • Radio • Television • Balloons, Billboards, and Blimps
Paper Products Your paper products (stationery, business cards, envelopes, labels, note cards) are listed first because this is usually the first thing consultants think about as they start their businesses. And you should, too. Your business cards and other paper products often project the first image to your clients, so they may also be the most important marketing tool you have. With this level of importance to your business, do not skimp on quality or design. Since we covered this in Chapter Four, you know how important this marketing tool is to your image. Considerations: • Hire a professional designer to help you. • Order twice as many cards as you think you will need and hand them out to everyone. • Remember that your envelope is as important as your business card; carry the design through. • Have cards printed for all of your staff, including your receptionist, and encourage them to hand them out to everyone they meet. Deliver Conference Presentations or Speeches Organizations and associations frequently need interesting, educational, motivational, or entertaining speakers to address their employees or members at conferences or special events. This is one way to establish yourself as an expert in your field. You can register with speakers bureaus, who will charge a booking fee, to help get your name and your special area of expertise in front of organizations. Speeches are typically thirty to ninety minutes in length. Considerations: • Contact the National Speakers Association to learn more about speaking opportunities and to get expert advice. • This is a great opportunity to put yourself in front of a large audience to demonstrate your talent. • It requires considerable skill to develop and deliver a speech; speaking is not the same as training. • Plan a significant amount of time for developing and practicing your speech. Tools of the Trade: What Works; What Doesn’t? 77
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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
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Assess the Situation L part ONE
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22 As mentioned earlier, a marketin
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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 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
Page 77 and 78: keting, authors Ries and Trout clai
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
Page 83: 2. Most consultants offer similar s
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 103: Build a Potential Client Base L par
Page 106 and 107: 74 dozens of personal notes, or you
Page 110 and 111: 78 Demonstrations or Showcases Demo
Page 112 and 113: 80 • Once your basic presentation
Page 114 and 115: 82 Considerations: • Select a cau
Page 116 and 117: 84 • Select something that is eas
Page 118 and 119: 86 professions it is appropriate to
Page 120 and 121: 88 Luick tip . . . Three of the mos
Page 122 and 123: 90 Website Your website should be s
Page 124 and 125: 92 • Be sure to check the copyrig
Page 126 and 127: 94 • Be aware of the many variabl
Page 128 and 129: 96 Considerations: • Identify the
Page 130 and 131: 98 Obtaining Information • Reques
Page 132 and 133: 100 “We’re getting ‘around’
Page 134 and 135: 102 reason is so that they will see
Page 137 and 138: Your Marketing Plan Can You Market
Page 139 and 140: You could also save time by finding
Page 141 and 142: Commitment also means that you cont
Page 143 and 144: What’s the Minimum I Need to Know
Page 145 and 146: Listen. Listen to whom? Everyone. T
Page 147 and 148: Exhibit 6.1. Your Marketing Plan, C
Page 149 and 150: products and services, position, pr
Page 151 and 152: You need to determine whether you w
Page 153 and 154: some that require the entire year.
Page 155 and 156: mail do not work very well for prom
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process that ensures you can comple
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one phone call after five months. Y
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Exhibit 6.2. Annual Marketing Plann
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quarter. Contract amount is also li
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6. List your company in free direct
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Prospecting in All the Right Places
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into someone who frankly cannot use
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Exhibit 7.1. Five-Step Prospecting
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Luick tip . . . Examine your mailin
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How can you select another industry
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If you have not conducted this kind
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July 12, 20xx Exhibit 7.4. Sample I
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Letter Mechanics The mechanics of t
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will be in your area next Tuesday o
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How About Results? I enjoy the proc
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tion, a proposed approach, a timeli
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Figure 7.1. Prospecting Is Being a
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Contact Potential Clients L part TH
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164 RAINMAKER? The term rainmaker c
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166 YOU HAVE AN APPOINTMENT—NOW W
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168 Exhibit 8.1. What to Ask Potent
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170 First, it seems too sales-like
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172 for what is working well or for
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174 Ask About Money During first me
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176 • Wrap-up close: Summarize th
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178 After Your Sales Call Follow Up
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180 much will it cost? How long wil
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182 4. The last paragraph of this c
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184 Gerald Weinberg, author of The
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186 do so. The ebb associates visio
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188 service, hot food, and a friend
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190 In Closing As you end your work
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192 One of the most important thing
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194 Individuals at the “take-char
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196 Individuals at the “task-orie
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198 of the styles on both sides of
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200 for someone they met coming in.
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202 tude gives them an upbeat focus
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Figure 9.4. Adapt to Your Client’
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206 How Much Time Can Referrals Sav
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208 Build Relationships Figure 9.5.
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210 Exhibit 9.4. Continuously Impro
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212 4. Determine how many of your c
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214 ESTABLISH A WEBSITE What can yo
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216 Your website is the only market
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218 Luick tip . . . If you have wri
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220 MARKETING: TAKE ACTION 1. Visit
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Marketing Can It Be Fun? As a consu
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Compare and Combine Risk Taking Exp
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The year Babe Ruth hit the most hom
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Asking “What if?” can be just a
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A friend of mine who had never serv
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8. Incubate Remember all those time
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Personally I like to sit down with
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most were probably unaware that the
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Ask What’s Good? and What If? The
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The company remembers the first tim
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MARKETING AND CREATIVITY: A PERFECT
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Where to Look for New Ideas Sometim
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248 Do Things Differently Marketing
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250 Marketing Your Consulting Servi
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252 3. Share the load. Find someone
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254 ebb’s THIRTEEN TRUTHS I intro
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256 for your clients, you will see
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258 red to connote power, or making
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260 • Research by September 10
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262 September 30-November 5 • Wor
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264 Goal: Bring in Six New Clients
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266 Now read the letters a second t
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READING LIST Beckwith, H. (1997). S
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INDEX A ABCs of marketing: descript
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your client’s, 153; marketing pla
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Learning International, 239 Learnin
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Out-of-town clients, 179-180 The Ov
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179-180; rainmaker concept of, 163-
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282 Newport News Shipbuilding, Kohl
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• Participant’s workbook Contai
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MODEL A graphic depiction of a syst
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