Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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Figure 9.4. Adapt to Your Client’s Style Analyzer Controller Communicates: Project focus, deliberate Communicates: Businesslike, fast, direct Making Decisions: Make few, deliberately, fact-based Making Decisions: Make many, quickly, fact-based Project Aspects: Require data to support Project Aspects: Complete on time and under budget How to Know When They’ve Bought: Say “I’ll think about it,” or discuss pros and cons How to Know When They’ve Bought: Take over discussion and begin to organize Communicates: People focus, casual, friendly Communicates: Informal, fast, spontaneous Making Decisions: Make fewer, deliberately, opinion-based Making Decisions: Make many, quickly, gut feel Project Aspects: Work as a team, collaborative effort Project Aspects: Desire creativity How to Know When They’ve Bought: Begin to discuss who they wish to “run this past” How to Know When They’ve Bought: Begin to talk about the ideas as their own Collaborator Socializer
CUSTOMER SATISFACTION IS MARKETING Customer satisfaction is marketing. Doing a good job is marketing. That is why the only time to market is all the time. You must stay in touch with your clients and know where you stand with them—how satisfied they are with your work, present and past. You should regularly ask yourself, “What can I do to maintain and improve customer satisfaction?” There is always room for improvement. Do You Know Where You Stand? In Chapter Three I provided a four-question letter that you could send to your clients to determine their level of satisfaction with your work. If you did not send it then, this is a great time to reconsider. In Chapter Three you sent it because it was a good market research tool. This time you would send it because it is a good client retention tool. Your clients will appreciate that you asked and usually will respond with good feedback. People like to be asked their opinions. The secondary message here is that you need to market all the time. Do You Know What Satisfaction You Provide? If your clients have a high level of satisfaction with your work and provide repeat work as well as referrals for you, you are obviously doing something right. But do you know what you are doing right? The list in Exhibit 9.3 provides some questions you may wish to ask yourself. Your responses will provide insight for you to ensure clarity and consistency in your marketing efforts. Your responses will also remind you of the things you may wish to continue to do to improve client satisfaction and to increase client retention. Exhibit 9.3. Why Are Your Clients Satisfied? 1. Why do clients want to work with you? 2. What has changed the most for your clients at project’s end? 3. What have prior clients said about your work? 4. Why have clients hired you for repeat work? 5. Why have clients referred you to others? 6. What product or service has gained you the greatest reputation? A Client in Hand Is Worth Ten in Your Plan: Will Your Clients Market for You? 205
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About Pfeiffer Pfeiffer serves the
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“In her new book, Elaine continue
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“Elaine has done it again—a boo
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Copyright © 2003 by John Wiley & S
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CONTENTS Dedication ix List of Figu
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SEVEN Prospecting in All the Right
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LIST OF FIGURES AND EXHIBITS ONE Fi
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Figure 9.5 Expanding the ABCs: Addi
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xx almost hands-on guidance, she in
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PREFACE It is rare that I am writin
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• I promise to teach you creativi
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One Last Thing I have lots of last-
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xxx Celia Rocks, publicist, thanks
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2 Market Research and Market Plans
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4 receive something to put in a box
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6 it that. Whether you like it or n
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8 add value for your clients? Do yo
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10 6. If your attitude about sellin
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12 A: Assess the Situation Assessin
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14 tools available to you. Try to s
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16 • Start a file of marketing id
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Assess the Situation L part ONE
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22 As mentioned earlier, a marketin
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24 Luick tip . . . Subscribe to the
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26 My customer base suggests that:
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28 Marketing Your Consulting Servic
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30 Luick tip . . . One of the easie
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34 • If you are currently using a
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External Assessment How Do Your Com
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5. How do your competitors’ prici
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Where to Get the Scoop Where can yo
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If you decide that the survey will
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keting, authors Ries and Trout clai
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It doesn’t have to be that diffic
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you are known for and of what you a
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2. Most consultants offer similar s
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54 may start out with a white busin
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56 You may also serve on advisory b
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58 Luick tip . . . If you might use
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60 through your logo. I have had pe
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62 • Produce just enough brochure
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64 Your Bio Sketch If you’ve been
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66 OTHER IMAGE BUILDERS Sometimes t
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Build a Potential Client Base L par
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74 dozens of personal notes, or you
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78 Demonstrations or Showcases Demo
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80 • Once your basic presentation
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82 Considerations: • Select a cau
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84 • Select something that is eas
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86 professions it is appropriate to
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88 Luick tip . . . Three of the mos
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90 Website Your website should be s
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92 • Be sure to check the copyrig
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94 • Be aware of the many variabl
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96 Considerations: • Identify the
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98 Obtaining Information • Reques
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100 “We’re getting ‘around’
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102 reason is so that they will see
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Your Marketing Plan Can You Market
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You could also save time by finding
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Commitment also means that you cont
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What’s the Minimum I Need to Know
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Listen. Listen to whom? Everyone. T
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Exhibit 6.1. Your Marketing Plan, C
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products and services, position, pr
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You need to determine whether you w
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some that require the entire year.
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mail do not work very well for prom
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azine advertising or sponsorships,
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process that ensures you can comple
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one phone call after five months. Y
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Exhibit 6.2. Annual Marketing Plann
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quarter. Contract amount is also li
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6. List your company in free direct
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Prospecting in All the Right Places
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into someone who frankly cannot use
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Exhibit 7.1. Five-Step Prospecting
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Luick tip . . . Examine your mailin
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How can you select another industry
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If you have not conducted this kind
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July 12, 20xx Exhibit 7.4. Sample I
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Letter Mechanics The mechanics of t
Page 185 and 186: will be in your area next Tuesday o
Page 187 and 188: How About Results? I enjoy the proc
Page 189 and 190: tion, a proposed approach, a timeli
Page 191 and 192: Figure 7.1. Prospecting Is Being a
Page 193: Contact Potential Clients L part TH
Page 196 and 197: 164 RAINMAKER? The term rainmaker c
Page 198 and 199: 166 YOU HAVE AN APPOINTMENT—NOW W
Page 200 and 201: 168 Exhibit 8.1. What to Ask Potent
Page 202 and 203: 170 First, it seems too sales-like
Page 204 and 205: 172 for what is working well or for
Page 206 and 207: 174 Ask About Money During first me
Page 208 and 209: 176 • Wrap-up close: Summarize th
Page 210 and 211: 178 After Your Sales Call Follow Up
Page 212 and 213: 180 much will it cost? How long wil
Page 214 and 215: 182 4. The last paragraph of this c
Page 216 and 217: 184 Gerald Weinberg, author of The
Page 218 and 219: 186 do so. The ebb associates visio
Page 220 and 221: 188 service, hot food, and a friend
Page 222 and 223: 190 In Closing As you end your work
Page 224 and 225: 192 One of the most important thing
Page 226 and 227: 194 Individuals at the “take-char
Page 228 and 229: 196 Individuals at the “task-orie
Page 230 and 231: 198 of the styles on both sides of
Page 232 and 233: 200 for someone they met coming in.
Page 234 and 235: 202 tude gives them an upbeat focus
Page 238 and 239: 206 How Much Time Can Referrals Sav
Page 240 and 241: 208 Build Relationships Figure 9.5.
Page 242 and 243: 210 Exhibit 9.4. Continuously Impro
Page 244 and 245: 212 4. Determine how many of your c
Page 246 and 247: 214 ESTABLISH A WEBSITE What can yo
Page 248 and 249: 216 Your website is the only market
Page 250 and 251: 218 Luick tip . . . If you have wri
Page 252 and 253: 220 MARKETING: TAKE ACTION 1. Visit
Page 255 and 256: Marketing Can It Be Fun? As a consu
Page 257 and 258: Compare and Combine Risk Taking Exp
Page 259 and 260: The year Babe Ruth hit the most hom
Page 261 and 262: Asking “What if?” can be just a
Page 263 and 264: A friend of mine who had never serv
Page 265 and 266: 8. Incubate Remember all those time
Page 267 and 268: Personally I like to sit down with
Page 269 and 270: most were probably unaware that the
Page 271 and 272: Ask What’s Good? and What If? The
Page 273 and 274: The company remembers the first tim
Page 275 and 276: MARKETING AND CREATIVITY: A PERFECT
Page 277: Where to Look for New Ideas Sometim
Page 280 and 281: 248 Do Things Differently Marketing
Page 282 and 283: 250 Marketing Your Consulting Servi
Page 284 and 285: 252 3. Share the load. Find someone
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254 ebb’s THIRTEEN TRUTHS I intro
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256 for your clients, you will see
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258 red to connote power, or making
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260 • Research by September 10
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262 September 30-November 5 • Wor
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264 Goal: Bring in Six New Clients
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266 Now read the letters a second t
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READING LIST Beckwith, H. (1997). S
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INDEX A ABCs of marketing: descript
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your client’s, 153; marketing pla
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Learning International, 239 Learnin
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Out-of-town clients, 179-180 The Ov
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179-180; rainmaker concept of, 163-
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282 Newport News Shipbuilding, Kohl
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• Participant’s workbook Contai
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MODEL A graphic depiction of a syst
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