Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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Eagle’s Flight chose to use this creativity technique to help their clients view a
training company as more than an entrepreneurial company that made money.
You could use the technique in many different ways.
How could you transform your view of marketing to education? How could
you change your view of cold calls to hot calls? How could you transform your
view of selling? How would you view marketing if this was 1921? Or if you were
the buyer instead of the seller?
In Another Sequence
Several years ago, Learning Solutions Alliance, Santa Clara, California, had initiated
a service that was new to the industry. It began brokering other consultants’
services. This required a new name, a new brochure, and a new way to
explain its services to potential clients. While we as consultants always gather
input about what the client needs (you do, don’t you?) before beginning a
project, few of us have ever asked our clients what they would like to see in our
marketing materials. Well, Sally Ewald of Learning Solutions Alliance did just
that.
Sally asked her potential clients not only what they wanted to have available in
services, but also what they wanted to have in the company’s marketing materials.
And clients told them. They said, “We want something that is fast to read.” They
also wanted something that outlined the benefits in bullet format that they could
use in their in-house proposals. Now that’s a backward approach! The clients would
use material from the marketing brochure to sell their own bosses on the services
Sally and her gang provided. Quite a turnabout!
What could you rearrange or do in a different sequence that might lead you to
a better marketing position?
Visit Other Places
Blanchard Training and Development is a name that you will recognize. Ken Blanchard,
author of The One Minute Manager and more than a dozen other books, is
a household name with most consultants. Even consultants who are well-known
need to continue to market to keep their names in front of their clients. You can
be assured that Ken and company do many things to keep the Blanchard name in
front of clients and potential clients.
Marketing Your Consulting Services