Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

How can you select another industry? These questions should help you make decisions
about one industry over another:
• Is the industry growing or shrinking?
• How strong financially are individual companies in this industry?
• Can you reach this industry in a cost-effective way?
• How does geographic location affect your work with this industry?
• Will this industry embrace your services?
• Do you have a competitive advantage within this industry?
• How strong is your competition in this industry?
• Do you have referrals to this industry?
• Do you have the experience and reputation necessary to work within this
industry?
Step 3. Gather Information About Each Organization
Electronically and at Libraries
Electronically Begin by spending half a day in front of your computer. Check out
the organization’s website. Capture all the information that might be pertinent to
services you could offer the organization. You are trying to gather enough information
for two reasons: First, to learn as much as you can about the organization,
and, second, to have enough information to compose a unique, personalized letter
that will grab the reader’s attention. Synthesize the information you uncover
on the company profile. In addition, you will want to copy articles about the organization
that you find. You can often pull quotes or statistics from articles to personalize
the letters.
If the organization is publicly traded, you should be able to obtain its annual
report. Continue to add information to the company profile. You probably will not
find all that you need from the website. Therefore, you will continue your research
at other sites. First, conduct a general search on the Internet. This may uncover a
wide variety of information—some useful, some not. Continue searching through
it looking for what you need.
Prospecting in All the Right Places: How Do You Find Clients? 145