Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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you might determine all the reasons you want to market. Then again, you could
determine all the reasons you do NOT want to market. How might this help you?
Well, it might determine the things you would not want to do. For example, a radio
or newspaper ad campaign might overwhelm your switchboard with calls, but result
in clients who have too little money or are too small to use your services.
Second, you can transform your viewpoint to someone else. How would your
clients look at your marketing strategy? How would your competitors view it? How
would your mother view your strategy? How would your diversity coordinator
view it? How about a CEO? A preschooler? A teacher? A musician? A soccer coach?
Charlie Brown or Lucy?
Third, you can transform your viewpoint to another time. What would your
marketing plan look like if you were developing it in 1899? 1944? 1959? 1976? What
would your marketing plan look like if you were developing it in 2030? If you have
been in business for a long time, how would you be developing it if this was your
first year in business? If this is your first year in business, how do you expect to develop
it once you are in business for ten years?
Fourth, you can transform your viewpoint by transforming the circumstances.
How would you market your consulting practice if money were no object? How
would you market if the U.S. Postal Service went out of business? How would you
market if you were a cosmetics company? How would you market if you wanted
to work just nine months each year? How would you market if you had too many
customers?
Your Challenge Think of one of the marketing ideas you have. Then transform
your viewpoint in two ways. Use some of the ideas above or create your own transformed
viewpoint.
6. In Another Sequence
This technique suggests that you can generate a new way to accomplish something
that may deliver different results. Everything we do has a process, and once we find
the most efficient way to complete the process we rarely change our ways.
We tend to stay with the same order and, whether due to logic, habit, or stubbornness,
we find suggestions to do things in a different order uncomfortable. But
what would happen if we did the steps in the process backward? Or put the solution
up-front instead of at the end of a problem? What if we mixed all the steps
around? Might it save time or money?
Marketing Your Consulting Services