Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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82 Considerations: • Select a cause you support and can rally behind. • Ask for a letter outlining your out-of-pocket expenses for tax purposes. • Take this on only if you will do your best and stick with it to the end. • Stay in touch with the people for whom you did the work. Novelty Items, Geegaws, and Gadgets Sending a lumpy envelope to my clients is my favorite marketing tool. I rely on little things that are memorable, unique, mailable, and useful. A number of catalogs provide these items. The items are basically a memory reinforcer, so personalize them to help your clients remember you. Exhibit 5.3 provides you with a list of catalog suppliers for interesting items to send to your clients. See the end of this chapter for tips on selecting a “keeper,” something your clients will keep and that will remind them of you. Exhibit 5.3. Get Your Geegaws and Gadgets Here • 4imprint 101 Commerce St. P.O. Box 320 Oshkosh, WI 54903-0320 877-446-7746 www. 4imprint.com • Best Impressions Catalog Company 345 N. Lewis Ave. Oglesby, IL 61348 800-635-2378 www.bestimpressions.com • Crestline Company, Inc. P.O. Box 1810 33 Omni Circle Auburn, ME 04211 800-221-7797 www.crestline.com Marketing Your Consulting Services • Genesis Productions, Inc. 1672 Barclay Blvd. Buffalo Grove, IL 60089 847-291-7263 www.logomall.com/genesis • M&N International Bright Idea Book P.O. Box 64784 St. Paul, MN 55164-0784 800-479-2043 www.mninternational.com • Oriental Trading Company P.O. Box 2659 Omaha, NE 68103-2659 800-228-7450 www.orientaltrading.com
Considerations: • Pick a theme, then pick an item. If that doesn’t work, do the opposite. Ensure that the theme matches the item and create a message. Send a hat with a congratulatory note that says, “My hat’s off to you . . .” • Determine the number of recipients and the budgeted amount for each. • Select something that will stay on your clients’ desks. Fruit is nice, but will they remember you and that orange next May? • Take a risk, be a little crazy, have some fun with this one. Luick tip . . . Never assume your mailing will meet postal requirements. Always check with the post office before printing. Always double-check the weight. Shirts, Briefcases, and Portfolios Have your name printed on items that others will see. Briefcases and portfolios that you carry with you become an excellent marketing tool. Shirts with an embroidered corporate logo worn by your team to a conference or other event keeps your name in front of other attendees. Considerations: • High quality is key. • Shop around; prices vary greatly. • A first-time set-up charge may be expensive. • Have enough items personalized so that you can give some away to your clients. Go to Lunch Lunch, dinner, breakfast, a cup of coffee, whatever the occasion, these are a great opportunity to share a meal and complete a bit of business. As Americans we tend to plan lots of things around meals. Business is no exception. Meals tend to break down barriers and add a personal touch to the work at hand. Considerations: • Have your credit card ready so that you can easily pick up the bill without discussion. Tools of the Trade: What Works; What Doesn’t? 83
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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
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26 My customer base suggests that:
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28 Marketing Your Consulting Servic
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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
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
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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 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 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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Page 159 and 160: process that ensures you can comple
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Page 163 and 164: 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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