Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

plaining the value of the benefits to the client. Firms that have studied this subject
find that the benefits are about 10:1. In other words, the firm receives about
$300,000 worth of tangible value for every $30,000 invested in a consultant. This
is usually a better approach then trying to explain that as a consultant you are billable
only 40 percent of the time, pay all your own taxes and insurance, have staff
and office overhead, and so on.
If I think I have enough information to submit a proposal, I will usually tell
them when they can expect the proposal (usually within a day or two). If we have
not identified a specific proposal, I will talk about my pricing structure. I explain
that I generally price by project, identifying the advantages. Don’t quote your price
before you are ready. Erring in either direction can be a disaster. And that’s not the
way you want to start a value-added relationship.
Luick tip . . .
Never be forced to provide a price quote before you are ready—and
especially while in the potential client’s office. When pushed you can
say, “Let me go back to my office and put a proposal together that will
outline a work plan and cost. It will be on your desk tomorrow.” Then
do it.
Closing the Sale
Harvey Mackay, author of Swim with the Sharks Without Being Eaten Alive, says
that he closes every sale—some just take him years of follow-through. That’s an
optimistic salesman! But it says a lot more. Harvey lives the value-added sales
process. And he will stay with a client, continuing to add value and build a relationship
until the prospect becomes a customer. What’s the secret of closings?
Those in a professional sales position study and use specific closing techniques.
A few of the most common include:
• Direct close: Ask if the client is ready to buy, place an order, or use your services.
• Process close: Take the client to the next step in the process, perhaps begin to create
a schedule.
• Analytical close: Use an analysis such as identifying the pros and cons to lead to
the sales conclusion.
Selling Services: How Do You Sell You? 175