Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

azine advertising or sponsorships, or whether you will be selecting tools that are
free or cost very little, such as telephone calls or publishing a book.
As you think through the questions about the budget, you will want to determine
whether your budget will affect the image you project to your customers and,
if so, whether it is the one you wish to project.
Personality Fit Finally, you will want to ensure that the tools you select are ones
that enhance the image you wish to project. You will first need to examine the various
marketing tools available to you and determine which will match your personality
and the image you have chosen to project for your company. Do the
personal marketing tools seem to be a match? Or are the promotional tools a better
match?
Will the technical tools such as a website and an electronic newsletter project
what you want? Or will a paper newsletter with tear-out tips be more like you? Is
sending birthday cards with a handwritten greeting something you wish to do?
Or do you prefer to send a brochure with a typed cover letter? Will you be comfortable
sending a box of shamrock cookies on St. Patrick’s Day? Or will you prefer
the tried-and-true holiday card in December? Only you can answer these
questions. Typically, consultants shy away from the more personalized tools available.
(For additional thoughts on this issue, see the ebbvice section that addresses
personalizing your marketing.)
When you begin to select tools, also think about whether they will be consistent
with your corporate image.
Idea Jump-Start Need a quick start on things you can do once you select the tools?
Here are three things you can do. First, you can examine lists that are already created.
Two that I recommend are 113 ideas in The Business of Consulting and 105
ideas in Marketing Your Services: For People Who Hate to Sell. Both books are listed
in the reading list at the back. The ideas will encompass everything from a hot new
theme to cold calls.
Second, you can go to the actions listed at the end of the chapter and work
through several of these. If you need stimulation, invite friends over to brainstorm
with you. Third, you can skip ahead to Chapter Eleven and use several of
the creativity techniques to begin to develop ideas for how you will use your marketing
tools.
Your Marketing Plan: Can You Market on a Shoestring Budget? 125