Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

BUILD A RELATIONSHIP WITH THE INDIVIDUALS
Although it is important to build a relationship with the organization, all organizations
are made up of people. Although you are consulting for Microsoft, Ross
actually decided to use you over other consultants. And although Hershey’s pays
your invoices, it is Jaquell with whom you communicate on a daily basis. So it is
very important to build relationships on a more personal level and with the individuals.
You might participate in the organization’s social events to which you
are invited, such as holiday parties and summer picnics. If possible, participate in
fundraising or charity events. Attend on-site birthday parties and going-away parties
for people you have worked with. Of course you are NOT charging for this
time—right?
On a more personal level you might go to lunch with individuals. If you talk
business, it is only appropriate business with the appropriate individuals. Otherwise
just try to get to know people better. During a one-hour lunch you can see
pictures of the grandchildren, hear about the latest vacation, and understand the
person’s views of the most recent political faux pas. All of this information is fodder
for follow-ups. To be certain that I remember the detail, I jot notes in my Day-
Timer immediately following lunch and transfer the notes to a note card for a
permanent record. What do I capture? Things such as favorite sports team, spouse
and children’s names, golf handicap, favorite author, hobbies, hometown, alma
mater, awards, career aspirations, and anything else I want to remember for our
next visit.
Provide people with informal coaching. I frequently go to lunch with people
who are considering a career move or retirement or who just want to brainstorm
ideas for new projects (work-related and personal). I am sometimes asked for advice
about difficult employees or bosses. I certainly do not consider myself an expert
and dispense very little advice. However, I am good at asking questions and
helping people find the answers that are within themselves.
Let people in on who you are. You don’t have to spill any deep, dark secrets, but
people are usually interested in your family, your hobbies, where you grew up, or
where you attended college. This makes you human and allows people to connect
with you on a personal level rather than just a consulting level.
Show how dependable you are. If you are there for a full day, arrive early and
stay late. It doesn’t matter what you were doing between 5:00 and 9:00 a.m.;ifyou
waltz in at 10 o’clock, it will be perceived that you slept in.
A Client in Hand Is Worth Ten in Your Plan: Will Your Clients Market for You? 191