Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

More documents

Recommendations

Info

248 Do Things Differently Marketing Your Consulting Services Exhibit 12.1. Getting Unstuck • Visit a museum • Take a different route to work • Read a book you know you’ll hate • Visit a building you’ve never been in • Make a phone call to a friend you’ve not talked to in over a year • Visit a kindergarten • Go for a swim • Listen to a different radio station • Walk around your block backward • Cross your eyes • Visit an art gallery • Take a shower • Watch a silent movie • Go dancing Visioning • Think about your favorite sport • See the task complete • See the same situation in 1850 or in 2030 • Imagine yourself dancing with Fred Astaire or Ginger Rogers • See yourself in a blizzard • Envision yourself on a tropical island • Imagine you are a millionaire Word Ideas • Play Scrabble® • Read the dictionary • Read the sports page—or not • Do a cryptogram • Read a comic book • Visit a magazine stand; buy three magazines you’ve never read • Look through the Yellow Pages
Get Ideas From Others Exhibit 12.1. Getting Unstuck, Cont’d • Hold a crazy idea meeting at lunch • Offer to pay $10 for every idea you use • Ask your child or someone under ten years young • Ask your father-in-law • Ask the librarian • Ask a cab driver • Start talking with someone, anyone, and ask the individual to challenge you and push you to continue Time-Related • Establish a completion time • Break the task into small parts; assign a reward to the completion of each • Establish a portion that must be done by a certain time. If successful, you quit; if not, work another hour. Get Crazy • Wear a costume to work • Read only the ads in a magazine • Watch TV with the sound off • Blindly choose a word from the dictionary and list twenty-five ways it’s related to your need • Play a computer game • Visit an arcade • Read children’s books Stimulate Your Senses • Eat an unusual fruit • Eat chocolate • Use an air scenting machine • Burn a scented candle • Go to sleep (Continued) Lists, Plans, and Last-Minute Advice: Where’s Your Opportunity? 249
Page 3:
About Pfeiffer Pfeiffer serves the
Page 6 and 7:
“In her new book, Elaine continue
Page 8 and 9:
“Elaine has done it again—a boo
Page 10 and 11:
Copyright © 2003 by John Wiley & S
Page 13 and 14:
CONTENTS Dedication ix List of Figu
Page 15 and 16:
SEVEN Prospecting in All the Right
Page 17 and 18:
LIST OF FIGURES AND EXHIBITS ONE Fi
Page 19:
Figure 9.5 Expanding the ABCs: Addi
Page 22 and 23:
xx almost hands-on guidance, she in
Page 25 and 26:
PREFACE It is rare that I am writin
Page 27 and 28:
• I promise to teach you creativi
Page 29:
One Last Thing I have lots of last-
Page 32 and 33:
xxx Celia Rocks, publicist, thanks
Page 34 and 35:
2 Market Research and Market Plans
Page 36 and 37:
4 receive something to put in a box
Page 38 and 39:
6 it that. Whether you like it or n
Page 40 and 41:
8 add value for your clients? Do yo
Page 42 and 43:
10 6. If your attitude about sellin
Page 44 and 45:
12 A: Assess the Situation Assessin
Page 46 and 47:
14 tools available to you. Try to s
Page 48 and 49:
16 • Start a file of marketing id
Page 51:
Assess the Situation L part ONE
Page 54 and 55:
22 As mentioned earlier, a marketin
Page 56 and 57:
24 Luick tip . . . Subscribe to the
Page 58 and 59:
26 My customer base suggests that:
Page 60 and 61:
28 Marketing Your Consulting Servic
Page 62 and 63:
30 Luick tip . . . One of the easie
Page 64 and 65:
Page 66 and 67:
34 • If you are currently using a
Page 69 and 70:
External Assessment How Do Your Com
Page 71 and 72:
5. How do your competitors’ prici
Page 73 and 74:
Where to Get the Scoop Where can yo
Page 75 and 76:
If you decide that the survey will
Page 77 and 78:
keting, authors Ries and Trout clai
Page 79 and 80:
It doesn’t have to be that diffic
Page 81 and 82:
you are known for and of what you a
Page 83:
2. Most consultants offer similar s
Page 86 and 87:
54 may start out with a white busin
Page 88 and 89:
56 You may also serve on advisory b
Page 90 and 91:
58 Luick tip . . . If you might use
Page 92 and 93:
60 through your logo. I have had pe
Page 94 and 95:
62 • Produce just enough brochure
Page 96 and 97:
64 Your Bio Sketch If you’ve been
Page 98 and 99:
66 OTHER IMAGE BUILDERS Sometimes t
Page 100 and 101:
Page 103:
Build a Potential Client Base L par
Page 106 and 107:
74 dozens of personal notes, or you
Page 108 and 109:
Page 110 and 111:
78 Demonstrations or Showcases Demo
Page 112 and 113:
80 • Once your basic presentation
Page 114 and 115:
82 Considerations: • Select a cau
Page 116 and 117:
84 • Select something that is eas
Page 118 and 119:
86 professions it is appropriate to
Page 120 and 121:
88 Luick tip . . . Three of the mos
Page 122 and 123:
90 Website Your website should be s
Page 124 and 125:
92 • Be sure to check the copyrig
Page 126 and 127:
94 • Be aware of the many variabl
Page 128 and 129:
96 Considerations: • Identify the
Page 130 and 131:
98 Obtaining Information • Reques
Page 132 and 133:
100 “We’re getting ‘around’
Page 134 and 135:
102 reason is so that they will see
Page 137 and 138:
Your Marketing Plan Can You Market
Page 139 and 140:
You could also save time by finding
Page 141 and 142:
Commitment also means that you cont
Page 143 and 144:
What’s the Minimum I Need to Know
Page 145 and 146:
Listen. Listen to whom? Everyone. T
Page 147 and 148:
Exhibit 6.1. Your Marketing Plan, C
Page 149 and 150:
products and services, position, pr
Page 151 and 152:
You need to determine whether you w
Page 153 and 154:
some that require the entire year.
Page 155 and 156:
mail do not work very well for prom
Page 157 and 158:
azine advertising or sponsorships,
Page 159 and 160:
process that ensures you can comple
Page 161 and 162:
one phone call after five months. Y
Page 163 and 164:
Exhibit 6.2. Annual Marketing Plann
Page 165 and 166:
quarter. Contract amount is also li
Page 167 and 168:
6. List your company in free direct
Page 169 and 170:
Prospecting in All the Right Places
Page 171 and 172:
into someone who frankly cannot use
Page 173 and 174:
Exhibit 7.1. Five-Step Prospecting
Page 175 and 176:
Luick tip . . . Examine your mailin
Page 177 and 178:
How can you select another industry
Page 179 and 180:
If you have not conducted this kind
Page 181 and 182:
July 12, 20xx Exhibit 7.4. Sample I
Page 183 and 184:
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 236 and 237: Figure 9.4. Adapt to Your Client’
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 282 and 283: 250 Marketing Your Consulting Servi
Page 284 and 285: 252 3. Share the load. Find someone
Page 286 and 287: 254 ebb’s THIRTEEN TRUTHS I intro
Page 288 and 289: 256 for your clients, you will see
Page 290 and 291: 258 red to connote power, or making
Page 292 and 293: 260 • Research by September 10
Page 294 and 295: 262 September 30-November 5 • Wor
Page 296 and 297: 264 Goal: Bring in Six New Clients
Page 298 and 299: 266 Now read the letters a second t
Page 301 and 302: READING LIST Beckwith, H. (1997). S
Page 303 and 304: INDEX A ABCs of marketing: descript
Page 305 and 306: your client’s, 153; marketing pla
Page 307 and 308: Learning International, 239 Learnin
Page 309 and 310: Out-of-town clients, 179-180 The Ov
Page 311: 179-180; rainmaker concept of, 163-
Page 314 and 315: 282 Newport News Shipbuilding, Kohl
Page 316 and 317: • Participant’s workbook Contai
Page 318: MODEL A graphic depiction of a syst
show all

Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?