Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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Besides, some of these may have originated with your prospecting. How do you
know? Ask. Make it a practice to ask how clients found out about you.
Be alert for direct referrals, too. On occasion I have attended sales meetings as an
observer. I am always amazed that individuals can become so involved in their goals
of selling one service or product that they miss other sales opportunities zinging
overhead. Comments about meeting someone else in the company or someone in
another company should all be probed for more information.
Luick tip . . .
Obtaining referrals is important. It is equally important to provide referrals
to others. Think of someone you could refer today.
Should You Respond with Proposals?
Should you respond to a request for proposal (RFP)? You will have opportunities
to write proposals. Proposals are often one of the steps in the prospecting process.
You may be asked to write one at the beginning of the process as a part of a competitive
bidding process. You may also be asked to write one at the end of the process
summarizing how you have defined and clarified your prospective client’s needs.
The secret to writing a good proposal is to listen carefully to the client, take good
notes, and then use the client’s words to write the proposal. Let me repeat that. Use
the client’s words to write the proposal. Even if you are the expert and you believe
you have the correct phrase, use the client’s phrase. For example, if the client asks
for a “needs assessment,” but you know the technical term is a “situational analysis,”
use the client’s terminology. The client will not understand what you propose if
you use your phrase. Use their words and you may be surprised about how often
you hear new clients say, “That’s exactly what we needed! How did you know?”
Your proposal should be similar to a newspaper article. It should tell the client
who will do what, by when, and for how much. I recommend the following five
steps to write your proposal:
1. Gather as much information as you can.
2. Design a structure that is easy for your clients to read and understand. I prefer
categories that include a purpose statement, a description of the situa-
Marketing Your Consulting Services