Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

quarter. Contract amount is also listed. I then determine how the connection was
made. If clients initiate the contact, they will usually tell you how the work came
about. And if you initiate the contact you will know. So this part is easier than you
might imagine.
This information tells you whether you need to adjust your plans. For example,
if the ad in Training magazine has not yielded any inquiries the first month,
you may want to talk to your account rep to determine whether placement might
be a problem. Perhaps it doesn’t sell the benefits as it should. It may not appeal to
this audience. If the ad still doesn’t provide any activity after another month or
two, you may want to reconsider its value.
You may also need to adjust your marketing plans due to your business. Have
you targeted one market but learned that it was a mistake? For example, you may
have targeted Fortune 500 companies only to discover that their projects were too
large for you to manage. If you decide to change your target audience, you will
need to change your marketing plans.
How do you know whether or not your marketing plan is working? Your clients
are your best barometer. Ask them how they found you, then track their responses.
As a consultant you will usually know immediately. It is still important to gather
the data so that at the end of the year you will be able to review it and determine
what is paying off.
Finally, you need to identify how you will reward yourself for completion. You
have planned and implemented your marketing effort—just like any large company
would do. Congratulations.
ebbvice Keep Yourself in Front of Your Clients
The bottom line is to keep yourself in front of your clients. You can accomplish
this in three ways. First, you can physically be in their presence. When working
on-site, be sure that you stop in to visit those with whom you’ve worked
in the past or the person who hired you for this project. I stop in unannounced;
you may need to schedule meetings. Whatever is comfortable, make the time.
If you travel to the city of former clients, call to schedule time to meet with
them while you are there.
Your Marketing Plan: Can You Market on a Shoestring Budget? 133