Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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Gerald Weinberg, author of The Secrets of Consulting, states, “The best way to
get clients is to have clients.” It makes sense because satisfied clients will recommend
you to other clients. In addition, your clients will invite you back for additional
projects.
Retention is an ultimate goal. You can’t simply say, “I will retain 100 percent of
my clients this year.” You need to determine what it is that will ultimately lead your
customers to want to do business with you again. How do you hold on to your
clients and ensure that they will want to use you again? Customer loyalty is an interesting
topic.
CUSTOMER LOYALTY AND RETENTION
How’s your customer loyalty quotient? Do you swear by a certain “quick lube”
franchise? You have been taking your car there every 3,000 miles for a couple
years. Service is fast and friendly. They seem to go the extra mile, washing your
car’s windows inside and out, vacuuming the floor and the dash, and thoroughly
explaining the services they completed on your vehicle. They use a brand of oil
you trust and always call you by name and thank you for your business. So why
are you tempted by that 50 percent–off coupon that arrived in the mail yesterday
from their competitor? Pretty tempting, isn’t it, especially since you’re going in
that direction anyway.
Just as it is difficult for you to pass up a real deal when the coupon floats across
your counter, it is equally difficult for your client to pass up a seemingly real deal
offered by your competitor, especially since he is sitting across the desk from your
client. Your quick lube owner is not there when you are facing that decision; you
are not there when your client is facing your competitor. If your client has not
heard from you in a while, it will be easier to make the decision in your competitor’s
favor. What can you do? How can you retain clients after the work has been
completed?
Luick tip . . .
Read any of Harvey Mackay’s books. They will provide you with
hundreds of ways to build relationships with your clients.
Marketing Your Consulting Services