Marketing Your Consulting Services.pdf - epiheirimatikotita.gr
Marketing Your Consulting Services.pdf - epiheirimatikotita.gr
Marketing Your Consulting Services.pdf - epiheirimatikotita.gr
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The first para<strong>gr</strong>aph should focus on the recipient’s company. It should discuss<br />
what is important to the company. It depends on what your research uncovered.<br />
You might focus on the company’s principles of doing business, service values,<br />
most recent challenge, corporate award or milestone, why the business was started,<br />
its <strong>gr</strong>owth rate, corporate goals, length of time in business, recent breakthrough,<br />
employee policies, or even something intriguing about their clients. Let your research<br />
guide your writing. As you are thinking about the most salient pieces of information,<br />
you should also be thinking ahead to the next section in your letter that<br />
alludes to why the company should hire you.<br />
Luick tip . . .<br />
Start your letters with “you” to <strong>gr</strong>ab attention every time. End letters<br />
with a p.s. to get them to read the most important line.<br />
The next one or two para<strong>gr</strong>aphs connect the recipient to the need for your consulting<br />
services and establish your qualifications. You must customize these para<strong>gr</strong>aphs<br />
as well. <strong>Your</strong> research should have uncovered something that the company<br />
needs or something that is challenging to them. Once you hone in on this, you will<br />
state how you could help. For example, you might refer to your expertise and how<br />
it relates to the recipient’s need. You might mention your experience in the industry.<br />
You might mention a similar challenge you solved for another organization.<br />
When referring to past clients, select those who are related to the recipient by<br />
industry, location, or size. If that’s not possible, select a couple of your most impressive<br />
clients. Whatever you provide, be sure it clearly relates to the company’s<br />
needs.<br />
The final para<strong>gr</strong>aph tells the person what to expect. You will want to maintain<br />
control of the process by saying, “I will call you within the week to schedule an appointment<br />
to . . .” Before you put that message in your letter, check your calendar<br />
to ensure that you can truly follow up as you promised. Make a note in your PDA<br />
or Day-Timer to make the call.<br />
By the way, you will want to try to keep your letter to one page. Most of the people<br />
I speak with do not have time to read much more than that. You can find additional<br />
examples of this type of letter in The Business of <strong>Consulting</strong>.<br />
<strong>Marketing</strong> <strong>Your</strong> <strong>Consulting</strong> <strong>Services</strong>
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