Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

zation. Observe meetings to learn about communication, politics, meeting management,
the culture, and other things that give an organization its personality.
Keep Yourself in Front of Your Clients
The key is to keep yourself in front of your clients. By that I don’t mean you need
to be in their faces or stop in for lunch on Wednesdays. There are other ways. Find
reasons to connect with them. This might be anything from handwritten notes
to telephone calls when you are in their cities. You might invite them out to lunch
or send them copies of an article or book you have published. You can find excuses
to connect with them, such as introducing a new client or congratulating someone
on a recent personal or professional accomplishment. Include them on your
holiday greeting list. Or send them information that you know would interest
them. I can’t begin to tell you how often I have done one of the things listed and
two days later received a phone call from the individual saying, “We have this new
project and I was wondering if you . . .” or “I got your note and it reminded me
that I need someone who . . .” Out of sight, out of mind is a saying that covers it
all. How do you stay in your clients’ sight?
Be Unique
Chapters Two and Three helped you explore your niche. What do you offer clients
that other consultants do not offer? What do clients want? Perhaps it is high-quality
paper in your materials. Perhaps it is free graphic design. Perhaps it is free and continued
follow-up. Perhaps it is a money-back guarantee. Whatever it is, be sure that
it is something that your clients want and that they are aware of it. We stand out
for all of the items listed here. In addition, many of our clients love the practical
marketing items we send. Some claim that they would pay to be on our mailing
list. We add fun to their lives. What makes you unique?
Make Your Customers Number One
Customers need to feel as if they are your number-one priority. Whenever I think
of making customers number one, I remember a pizza company that I used in another
city. Their motto was “Pizza delivered to your door, fast, hot, and friendly.”
They identified and intended to achieve everything their customers wanted: fast
A Client in Hand Is Worth Ten in Your Plan: Will Your Clients Market for You? 187