Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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130 Make twenty-five contacts at conference February 7–9 Conduct additional research on contacts February 10–11 Follow up all conference contacts February 14 Brainstorm special mailing to contacts February 16 Send special mailing to contacts March 1 Follow-up calls to contacts March 8 Include banking contacts in spring mailing March 21 Submit article (presentation) to Banking Today March 28 Send brochures to twenty-five contacts with personal note April 22 This format allows you to track the dates and the expected cost of each month. You can tell at a glance what you intend to do each month, where your focus is, and which months are heavy or light in activities. You can look ahead to see what is coming up. Use another format if you have one. The key is that you do need to put your plan on paper. This keeps it in front of you at all times. You will find three actual marketing plans in the last chapter. Each plan uses a different format, but they are all short, focused, and practical. Luick tip . . . Have your marketing plan developed free. Most business schools require their marketing majors to develop a marketing plan. Students usually write plans for the school itself or non-profit agencies connected to it. Most would rather write a marketing plan for a real business. Allow enough time. Writing the plan will probably be a long process occurring over a full semester. Speak with the professor the semester before. Also, stay involved. You will need to provide the correct data so the plan is based on accurate assumptions. Even if the plan is less than perfect due to the students’ inexperience, you may get good advice from the professor. Marketing Your Consulting Services
Exhibit 6.2. Annual Marketing Planning Calendar Marketing Activity for (year) Jan Feb Mar April May June July Aug Sept Oct Nov Dec Dates Cost Total Budgeted Costs From E. Biech, The Business of Consulting (San Francisco: Jossey-Bass/Pfeiffer, 1998).
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About Pfeiffer Pfeiffer serves the
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“In her new book, Elaine continue
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“Elaine has done it again—a boo
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Copyright © 2003 by John Wiley & S
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CONTENTS Dedication ix List of Figu
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SEVEN Prospecting in All the Right
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LIST OF FIGURES AND EXHIBITS ONE Fi
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Figure 9.5 Expanding the ABCs: Addi
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xx almost hands-on guidance, she in
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PREFACE It is rare that I am writin
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• I promise to teach you creativi
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One Last Thing I have lots of last-
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xxx Celia Rocks, publicist, thanks
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2 Market Research and Market Plans
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4 receive something to put in a box
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6 it that. Whether you like it or n
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8 add value for your clients? Do yo
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10 6. If your attitude about sellin
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12 A: Assess the Situation Assessin
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14 tools available to you. Try to s
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16 • Start a file of marketing id
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Assess the Situation L part ONE
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22 As mentioned earlier, a marketin
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24 Luick tip . . . Subscribe to the
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26 My customer base suggests that:
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28 Marketing Your Consulting Servic
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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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Build a Potential Client Base L par
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74 dozens of personal notes, or you
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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: one phone call after five months. Y
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
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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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