Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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red to connote power, or making certain your shoes are polished, it goes beyond
that. Examine your marketing tools—your business cards, letterhead, brochures,
fliers, and any other paper materials. Are they dressed for success? Designed and
printed by professionals? Printed on high-quality paper stock? Do they have a consistent
look? Make sure you are dressed from head to toe and from card to logo.
13. Quality: First, Last, and Everything In-Between
If I have not stressed how important quality is in everything you do as a consultant,
I have not done my job. You should exude quality in all that you do from the first
contact to the follow-up. With regard to marketing, if you can’t do it well, don’t
bother doing it at all. A brochure with typos, a business card on cheap, flimsy cardstock,
a poorly written yellow pages ad, or a poorly delivered conference speech
will all detract from the message you are trying to send to your clients and potential
clients. Go beyond that. Everyone connected to your office must have a professional
demeanor and a client-centered attitude. If they do not, you are wasting
marketing dollars.
The fact that all of these are related to marketing and selling in one way or another
simply underscores the significance these activities have in your consulting
practice.
MARKETING PLAN EXAMPLES
Example 1
This marketing plan is aimed at acquiring work for early next year. Other marketing
efforts have been in place for months for the remainder of this year. Since estimates
suggest that the cost to develop new clients is four to twenty times the cost
to maintain present clients, a portion of this plan focuses on maintenance of present
clients.
Goals
• To generate $150,000 in repeat business from 7/1 to 1/31
• To generate $120,000 in new business from 7/1 to 1/31
Marketing Your Consulting Services