Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

More documents

Recommendations

Info

xii THREE External Assessment: How Do Your Competitors and Clients Stack Up? 37 Assessing Your Competition 38 Assessing Your Clients 42 What’s That Position Thing? 44 Explore Other Markets 49 Marketing: Take Action 50 FOUR Marketing Image: What Message Do You Send? 53 Consistency Is Critical 53 Messages You Send in Person 54 Marketing Messages on Paper 56 Other Image Builders 66 Marketing: Take Action 69 PART TWO Build a Potential Client Base FIVE Tools of the Trade: What Works; What Doesn’t? 73 Word of Mouth 73 Marketing Tools 74 Need an Excuse to Stay in Touch? 97 Tips for Sending a Keeper 99 Marketing: Take Action 103 SIX Your Marketing Plan: Can You Market on a Shoestring Budget? 105 Marketing Plan Preliminaries 105 Why a Marketing Plan? 110 A Marketing Plan Format 113 Can You Really Market on a Shoestring Budget? 134 Marketing: Take Action 135 Contents
SEVEN Prospecting in All the Right Places: How Do You Find Clients? 137 Prospecting Is a Transition 138 Find New Clients 139 Prospecting Process 140 Prospecting in Other Ways and Places 155 Marketing: Take Action 159 PART THREE Contact Potential Clients EIGHT Selling Services: How Do You Sell You? 163 Rainmaker? 164 Value-Added Selling 164 You Have an Appointment—Now What? 166 Other Meeting Places 179 Contracts 180 Stay in Business 181 Marketing: Take Action 181 NINE A Client in Hand Is Worth Ten in Your Plan: Will Your Clients Market for You? 183 Customer Loyalty and Retention 184 Why Retain Clients? 185 Build a Relationship with the Organization 186 Build a Relationship with the Individuals 191 Customer Satisfaction Is Marketing 205 Marketing: Take Action 211 TEN Marketing Technology: What Will Work for You? 213 Establish a Website 214 E-mail Marketing 217 Electronic Newsletters 218 Other Technologies to Explore 218 Marketing: Take Action 220 Contents xiii
Page 3: About Pfeiffer Pfeiffer serves the
Page 6 and 7: “In her new book, Elaine continue
Page 8 and 9: “Elaine has done it again—a boo
Page 10 and 11: Copyright © 2003 by John Wiley & S
Page 13: CONTENTS Dedication ix List of Figu
Page 17 and 18: LIST OF FIGURES AND EXHIBITS ONE Fi
Page 19: Figure 9.5 Expanding the ABCs: Addi
Page 22 and 23: xx almost hands-on guidance, she in
Page 25 and 26: PREFACE It is rare that I am writin
Page 27 and 28: • I promise to teach you creativi
Page 29: One Last Thing I have lots of last-
Page 32 and 33: xxx Celia Rocks, publicist, thanks
Page 34 and 35: 2 Market Research and Market Plans
Page 36 and 37: 4 receive something to put in a box
Page 38 and 39: 6 it that. Whether you like it or n
Page 40 and 41: 8 add value for your clients? Do yo
Page 42 and 43: 10 6. If your attitude about sellin
Page 44 and 45: 12 A: Assess the Situation Assessin
Page 46 and 47: 14 tools available to you. Try to s
Page 48 and 49: 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
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 100 and 101:
Page 103:
Build a Potential Client Base L par
Page 106 and 107:
74 dozens of personal notes, or you
Page 108 and 109:
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
Page 157 and 158:
azine advertising or sponsorships,
Page 159 and 160:
process that ensures you can comple
Page 161 and 162:
one phone call after five months. Y
Page 163 and 164:
Exhibit 6.2. Annual Marketing Plann
Page 165 and 166:
quarter. Contract amount is also li
Page 167 and 168:
6. List your company in free direct
Page 169 and 170:
Prospecting in All the Right Places
Page 171 and 172:
into someone who frankly cannot use
Page 173 and 174:
Exhibit 7.1. Five-Step Prospecting
Page 175 and 176:
Luick tip . . . Examine your mailin
Page 177 and 178:
How can you select another industry
Page 179 and 180:
If you have not conducted this kind
Page 181 and 182:
July 12, 20xx Exhibit 7.4. Sample I
Page 183 and 184:
Letter Mechanics The mechanics of t
Page 185 and 186:
will be in your area next Tuesday o
Page 187 and 188:
How About Results? I enjoy the proc
Page 189 and 190:
tion, a proposed approach, a timeli
Page 191 and 192:
Figure 7.1. Prospecting Is Being a
Page 193:
Contact Potential Clients L part TH
Page 196 and 197:
164 RAINMAKER? The term rainmaker c
Page 198 and 199:
166 YOU HAVE AN APPOINTMENT—NOW W
Page 200 and 201:
168 Exhibit 8.1. What to Ask Potent
Page 202 and 203:
170 First, it seems too sales-like
Page 204 and 205:
172 for what is working well or for
Page 206 and 207:
174 Ask About Money During first me
Page 208 and 209:
176 • Wrap-up close: Summarize th
Page 210 and 211:
178 After Your Sales Call Follow Up
Page 212 and 213:
180 much will it cost? How long wil
Page 214 and 215:
182 4. The last paragraph of this c
Page 216 and 217:
184 Gerald Weinberg, author of The
Page 218 and 219:
186 do so. The ebb associates visio
Page 220 and 221:
188 service, hot food, and a friend
Page 222 and 223:
190 In Closing As you end your work
Page 224 and 225:
192 One of the most important thing
Page 226 and 227:
194 Individuals at the “take-char
Page 228 and 229:
196 Individuals at the “task-orie
Page 230 and 231:
198 of the styles on both sides of
Page 232 and 233:
200 for someone they met coming in.
Page 234 and 235:
202 tude gives them an upbeat focus
Page 236 and 237:
Figure 9.4. Adapt to Your Client’
Page 238 and 239:
206 How Much Time Can Referrals Sav
Page 240 and 241:
208 Build Relationships Figure 9.5.
Page 242 and 243:
210 Exhibit 9.4. Continuously Impro
Page 244 and 245:
212 4. Determine how many of your c
Page 246 and 247:
214 ESTABLISH A WEBSITE What can yo
Page 248 and 249:
216 Your website is the only market
Page 250 and 251:
218 Luick tip . . . If you have wri
Page 252 and 253:
220 MARKETING: TAKE ACTION 1. Visit
Page 255 and 256:
Marketing Can It Be Fun? As a consu
Page 257 and 258:
Compare and Combine Risk Taking Exp
Page 259 and 260:
The year Babe Ruth hit the most hom
Page 261 and 262:
Asking “What if?” can be just a
Page 263 and 264:
A friend of mine who had never serv
Page 265 and 266:
8. Incubate Remember all those time
Page 267 and 268:
Personally I like to sit down with
Page 269 and 270:
most were probably unaware that the
Page 271 and 272:
Ask What’s Good? and What If? The
Page 273 and 274:
The company remembers the first tim
Page 275 and 276:
MARKETING AND CREATIVITY: A PERFECT
Page 277:
Where to Look for New Ideas Sometim
Page 280 and 281:
248 Do Things Differently Marketing
Page 282 and 283:
250 Marketing Your Consulting Servi
Page 284 and 285:
252 3. Share the load. Find someone
Page 286 and 287:
254 ebb’s THIRTEEN TRUTHS I intro
Page 288 and 289:
256 for your clients, you will see
Page 290 and 291:
258 red to connote power, or making
Page 292 and 293:
260 • Research by September 10
Page 294 and 295:
262 September 30-November 5 • Wor
Page 296 and 297:
264 Goal: Bring in Six New Clients
Page 298 and 299:
266 Now read the letters a second t
Page 301 and 302:
READING LIST Beckwith, H. (1997). S
Page 303 and 304:
INDEX A ABCs of marketing: descript
Page 305 and 306:
your client’s, 153; marketing pla
Page 307 and 308:
Learning International, 239 Learnin
Page 309 and 310:
Out-of-town clients, 179-180 The Ov
Page 311:
179-180; rainmaker concept of, 163-
Page 314 and 315:
282 Newport News Shipbuilding, Kohl
Page 316 and 317:
• Participant’s workbook Contai
Page 318:
MODEL A graphic depiction of a syst
show all

Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?