Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

1. You Need Clients More Than They Need You
This is the entire purpose of marketing and selling your consulting services. You
need clients or you will not be in business very long. Sometimes I talk to consultants
who are certain that they have the magic elixir to solve every client’s needs.
That kind of attitude will get you in trouble and in debt. Your marketing should
be focused on how you can serve your clients. Help your clients and they will help
you with your marketing.
2. Listening Is Imperative
In Chapter Six I provided a list of natural marketing techniques, and “listening”
was repeated again and again. Listening is the least expensive and most important
marketing tool you have at your disposal. The payoff is immeasurable. A couple
of years ago I was involved in a confidential survey of clients that confirmed how
important listening is. One of the questions was: “What is the most important factor
in a relationship with a consultant?” The second most common response (of
twenty different responses) was: “Take time to understand our needs.” The fourth
most common was: “Listen to us.” I consider both of these listening responses, and
the fact that they were listed as two in the top four does not surprise me. I have
often thought that every organization should have an official listener on staff. And
when they do not, I serve that purpose.
3. Do Your Homework
Spend time finding out about your clients before you meet with them, and then
don’t ever stop learning. Everything that you learn will help you in two ways.
Clients begin to trust you when they realize you have put effort into researching
them. First, it is your responsibility to do the best job possible for your clients. You
can’t if you do not do your homework. Second, everything you learn about your
clients personally and their organization is potential input into your next marketing
idea. Keep your ears and eyes wide open and do your homework. Marketing is
all about doing your homework.
4. You Must Believe in What You Do
Marketing and selling can come across as quite crass and pushy. But it doesn’t have
to be that way. If you believe in what you do and truly believe that you add value
Lists, Plans, and Last-Minute Advice: Where’s Your Opportunity? 255