Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

day. But you are selling a service and that service is embodied in you. You can’t sell
two days’ worth of yourself on the same day. This does not suggest that you should
be billable full-time. It simply admonishes you to use your time wisely. And a very
important part of that wise time use is marketing. Your billable time is critical to
keep the cash flowing. And your marketing efforts ensure that your billable time
is maximized.
9. If You’re in It Only for the Money, You May Not Succeed
I believe in this one so strongly that I want to replace “may” with “will.” You must
be in consulting because you believe in what you are doing. Your marketing plan
will have less of a chance of success if you are only trying to promote your business
rather than provide a service.
10. Satisfying Your Client Is Your Most Important Responsibility
This cannot be emphasized too much. It is your job. But beyond that, it leads to
more work. A satisfied client is your best marketing weapon. Your goal should be
to have your clients marketing for you. A satisfied client leads to repeat work and
referrals to other organizations. Satisfying your client is not only your most important
responsibility, it is your only responsibility. Sage marketers know that to
be a fact.
11. Your Personality, Not Your Expertise, Will Land Most Contracts
Unbelievable, but true. You will be promoting your services and your skills, but
time and time again a client will hire consultants on “how they come across” rather
than their expertise. You might be the best aeronautical systems engineering consultant
in the world, but if you come across as arrogant, ignorant, or uninterested,
you won’t acquire much work. If you have a personality flaw, correct it. If you do
not, no amount of marketing in the world is going to bring business your way.
12. Dress for Success
Although this one may sound a bit 1970s outdated, remember what was discussed
in Chapter Four. You are selling you, so your image is critical to marketing your
consulting services. While “dress for success” conjures up being concerned about
whether you wear a navy blue or a gray suit, whether you should add a touch of
Lists, Plans, and Last-Minute Advice: Where’s Your Opportunity? 257