Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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xiv PART FOUR Marketing Support ELEVEN Marketing: Can It Be Fun? 223 Proven Ways to Generate Marketing Ideas 223 Marketing and Creativity: A Perfect Fit 243 Marketing: Take Action 245 TWELVE Lists, Plans, and Last-Minute Advice: Where’s Your Opportunity? 247 Lists 247 Tightwad Marketing 251 Make Money Marketing 252 ebb’s Thirteen Truths 254 Marketing Plan Examples 258 And the Very Last Thing … 264 Marketing: Take Action 267 Reading List 269 Index 271 About the Author 281 Contents
LIST OF FIGURES AND EXHIBITS ONE Figure 1.1 Marketing ABCs 11 TWO Exhibit 2.1 SWOT Analysis 28 Exhibit 2.2 Skill Preferences Chart 32 Exhibit 2.3 Personal Preferences Chart 35 THREE Exhibit 3.1 Competitor Comparison Form 40 Exhibit 3.2 Close-Up Position 46 Exhibit 3.3 Positioning Process 47 FOUR Exhibit 4.1 Sample Bio Sketch for a New Consultant 65 Exhibit 4.2 Sample FAX Form 68 FIVE Exhibit 5.1 Comparing Marketing Tools 75 Exhibit 5.2 Marketing Tools 76 xv
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 and 14: CONTENTS Dedication ix List of Figu
Page 15: SEVEN Prospecting in All the Right
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
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34 • If you are currently using a
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External Assessment How Do Your Com
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5. How do your competitors’ prici
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Where to Get the Scoop Where can yo
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If you decide that the survey will
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keting, authors Ries and Trout clai
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It doesn’t have to be that diffic
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you are known for and of what you a
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2. Most consultants offer similar s
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54 may start out with a white busin
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56 You may also serve on advisory b
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58 Luick tip . . . If you might use
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60 through your logo. I have had pe
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62 • Produce just enough brochure
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64 Your Bio Sketch If you’ve been
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66 OTHER IMAGE BUILDERS Sometimes t
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68 Marketing Your Consulting Servic
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Build a Potential Client Base L par
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74 dozens of personal notes, or you
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76 Marketing Your Consulting Servic
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78 Demonstrations or Showcases Demo
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80 • Once your basic presentation
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82 Considerations: • Select a cau
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84 • Select something that is eas
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86 professions it is appropriate to
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88 Luick tip . . . Three of the mos
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90 Website Your website should be s
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92 • Be sure to check the copyrig
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94 • Be aware of the many variabl
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96 Considerations: • Identify the
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98 Obtaining Information • Reques
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100 “We’re getting ‘around’
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102 reason is so that they will see
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Your Marketing Plan Can You Market
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You could also save time by finding
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Commitment also means that you cont
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What’s the Minimum I Need to Know
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Listen. Listen to whom? Everyone. T
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Exhibit 6.1. Your Marketing Plan, C
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products and services, position, pr
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You need to determine whether you w
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some that require the entire year.
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mail do not work very well for prom
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azine advertising or sponsorships,
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process that ensures you can comple
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one phone call after five months. Y
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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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