Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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250 Marketing Your Consulting Services Exhibit 12.1. Getting Unstuck, Cont’d • Dream about it • Listen to music you don’t usually listen to • Listen to your favorite music • Listen to an environmental tape of the ocean or jungle Writing-Related • Create a mind map on a large piece of paper • Start writing with crayons • Write with scented markers • Start writing and don’t stop for twenty minutes no matter what is flowing from the pen • Write about all the things you can’t do • Write the plan from your secretary’s view • Write with colored chalk on your sidewalk • Write as fast as you can Shock Your Dominance • Cross your arms the opposite way for five minutes • Cross your legs the opposite way for five minutes • Use your more dominate eye to read a magazine article • List ideas with your nondominant hand • Doodle with your nondominant hand • Call someone and keep the receiver on the opposite ear you usually use • Breathe through only one nostril at a time for ten minutes Your Favorites • • • • •
The Tightwad Marketing list in the next section is one I’ve been carrying around in my head for a long time. It was fun to put it on paper in this chapter. Make Money Marketing is another list that just didn’t quite make it to any other chapter, but you may wish to think about some of the items. “ebb’s 13 truths” (Exhibit 12.2) has been around for a long time. I put them together as a presentation for our company’s first off-site retreat. They were meant as an overview for employees who had never been consultants. We initially used them as discussion starters. And I frequently use them in conference presentations. Until I wrote this book, I was unaware of the strong marketing focus each item has. This chapter also includes several actual marketing plans. They do not present the assessment, but the plans help you see the direction the consultant wants to take. They also demonstrate that a few well-chosen ideas can provide a direction and focus for a consultant. And of course, I end with “one last thing.” TIGHTWAD MARKETING I suspect that this list has been formulating itself in my mind for nearly a quarter of a century. I have always had to do more with less, so being a tightwad comes naturally. Tightwad marketing requires more imagination than finances. 1. Don’t hire a marketing firm. You can create great ideas. Just let your imagination flow. Or use some of the creativity techniques in Chapter Eleven. In the case of a holiday gift, forget developing the theme first. That’s the way everyone else does it, but it’s harder that way. Select the gift you like (and can afford), and then come up with the theme by brainstorming words or phrases. For example, a lighted magnifying glass could support a theme such as “finding something,”“help with your big problems,”“magnifying the best of...,”“light up your...,”or others. 2. Make what you can’t afford. We wanted to send fortune cookies with customized messages. We learned that they would cost almost $1 each. We decided we could do it at a better cost. We bought the fortune cookies, used tweezers to pull the old fortune out, and inserted our own, all for less than 30 cents each. Lists, Plans, and Last-Minute Advice: Where’s Your Opportunity? 251
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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
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will be in your area next Tuesday o
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How About Results? I enjoy the proc
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tion, a proposed approach, a timeli
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Figure 7.1. Prospecting Is Being a
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Contact Potential Clients L part TH
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164 RAINMAKER? The term rainmaker c
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166 YOU HAVE AN APPOINTMENT—NOW W
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168 Exhibit 8.1. What to Ask Potent
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170 First, it seems too sales-like
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172 for what is working well or for
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174 Ask About Money During first me
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176 • Wrap-up close: Summarize th
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178 After Your Sales Call Follow Up
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180 much will it cost? How long wil
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182 4. The last paragraph of this c
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184 Gerald Weinberg, author of The
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186 do so. The ebb associates visio
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188 service, hot food, and a friend
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190 In Closing As you end your work
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192 One of the most important thing
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194 Individuals at the “take-char
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196 Individuals at the “task-orie
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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 280 and 281: 248 Do Things Differently Marketing
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
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