Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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• Improve relationship with current clients.
• Improve customer satisfaction by 10 percentage points over last year.
Notice that these goals all fall into two categories. They are a mix of promotional
activities (such as presenting at conferences) that lead to an ultimate growth
goal, as well as the ultimate growth goals. I generally establish at least one financial
goal for repeat business and one financial goal for new business. I also establish
a specific number of new clients with whom I would like to work. In addition
I add one more goal that is industry or geographic specific and one goal related to
promotional activities such as writing or speaking. It depends on my business goals
for the year, but generally I have five to seven goals each year.
I post my sales goals on my bulletin board next to my desk. I still have some
faded copies of those from 1985 and 1986. There is a huge amount of value in writing
your goals down and keeping them in front of you. It helps keep you focused
on where you are going.
There are many things that you have a choice of whether to include in your
marketing plan. Establishing measurable marketing goals, however, is not something
that you can choose. You must have goals. Once you set your goals, you can
get as wild and crazy as you like in choosing the tools and tactics you will use to
put your message out to potential clients. The next section of your marketing plan
is the most fun.
5. Select Marketing Tools to Accomplish Your Goals
This step is the best part of the entire process. It’s time to identify the tools you will
use to reach your current and past clients. Examine your goals and determine
which tools listed in Chapter Five are the most likely to achieve them. Your first
decision is to determine whether you believe you should focus on personal or professional
marketing tools. You may decide to use a mix. As you examine your goals,
select tools that will do double duty for you. For example, if two of your goals are
to “acquire three clients in the Seattle area” and to “generate four prospective client
leads in the manufacturing industry,” you may decide to speak at the Greater
Northwest Manufacturing Association’s fall conference.
You will also want to check around with your colleagues to determine what
seems to be the most effective. I have found that, in general, advertising and direct
Marketing Your Consulting Services