Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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for your clients, you will see selling as providing assistance and help to your clients.
Everyone has a great opening line, but the real test is behind the scenes and during
the difficult times. Believing in what you do will come across sincerely in your
work and in your marketing message.
5. The More Specialized You Are, the More Difficult
It Is to Obtain Business; the More Generalized You Are,
the Less Credible You’ll Be in Potential Clients’ Eyes
This has always been a dilemma for consultants. If you narrow your services too
much, it may be difficult to find clients who require your services. On the other
hand, if you claim to be able to do everything, your clients will wonder about your
credibility. Finding the right mix—what you offer is what your clients need—is
the key. In purest marketing jargon, this is called the product mix.
6. The Time to Market Is All the Time
More is written about this in Chapter Six. You simply cannot stop marketing. You
are selling you and the image you project. That means you are “on” all the time—
when you attend church or a service organization meeting, when you meet your
children’s teachers and friends, and when you are shopping or having your oil
changed. You are marketing all the time. The secretary you were short with last
week may be this week’s gatekeeper who will not let you in to see his boss. Remember,
you are your own marketing billboard.
7. The Most Important Time to Market Is When You’re Too Busy to Do So
You are working on the biggest contract you’ve ever landed. You have lists of marketing
activities to do, but the current client is counting on you and that marketing
stuff seems so nebulous. Besides, you don’t know if anything will come of it
anyway. Well, without completing the marketing activities, nothing will come of
it for sure. If you do not market yourself today when you are too busy to market,
you will soon have plenty of time to market—all of it!
8. A Billable Day Is a Billable Day
Once a day is gone you can never have it back. If you are selling products and you
stop selling for the day, you may be able to sell twice as many products the next
Marketing Your Consulting Services