Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

You need to determine whether you will target your current clients or new clients
and whether you will market current services or new services. That means four combinations.
Figure 6.1 shows you the risk, cost, and growth potential of each combination.
Obviously, marketing the same services to the same clients is little or no risk or
cost, but also results in little growth. Marketing new services to new clients is the highest
risk and cost and results in slow growth. Marketing current services to new clients
is a moderate risk and cost that results in moderate growth. Marketing new services to
current clients is a low risk and moderate cost with significant growth potential. These
decisions should fall out of the research you completed in Chapters Two and Three.
Services
New
Current
Figure 6.1. Client Strategy Choices
Risk: Little
Cost: Moderate
Result: Significant Growth
Potential
Risk: Little
Cost: Little
Result: Little Growth
Risk: High
Cost: High
Result: Probable Slow
Growth
Risk: Moderate
Cost: Moderate
Result: Moderate Growth
Current New
Clients
Your Marketing Plan: Can You Market on a Shoestring Budget? 119