Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

xxiv
I examined a three-dimensional grid that displays product life cycles and marketing
strategies; wouldn’t you prefer a few inexpensive marketing tools?
I examined rules for qualifying sales questions; wouldn’t you prefer a list of
practical questions to ask clients?
I examined charts explaining major segmentation of consumer markets; wouldn’t
you prefer knowing how to find new clients?
I examined lists of 162 closing techniques; wouldn’t you prefer several practical
excuses for getting in touch with dormant clients?
I examined a diagram of a “need-driven sales process”; wouldn’t you prefer to
learn how to develop creative marketing ideas?
I read admonishments to those of us who do not know the difference between
advertising and marketing. I have been chided for not knowing the real definition
of promotion, and insulted for not taking the time to qualify a client. I think you
want to know how to make marketing fun and practical. Well, that’s what I
promise: fun and practical.
I PROMISE PRACTICAL
I am certain that you bought this book to learn something about marketing. But
my guess is the real reason you plunked down the money is because you want to
know the fastest, cheapest, most effective way to drum up business for your consulting
company. Here’s what I promise you.
• I promise to discuss only enough about market research to give you a basis
for building a solid plan.
• I promise to provide an easy, but thorough, process for developing your marketing
plan.
• I promise to identify tools you can use and what you may wish to consider
for each.
• I promise to discuss the advantages and disadvantages of marketing for a
small consulting firm.
• I promise to help you cut through to the most critical selling concepts.
• I promise to show you how to retain the customers you have today and why
this is your best marketing strategy.
Preface