Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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262 September 30–November 5 • Work on last ten potential clients Objectives • To have at least fifteen solid relationships by December 1 • Two to three contracts from the fifteen during first half of next calendar year • Two more contracts during the rest of the year Present and Past Clients July–August • Meet with present and past clients (lunch, breakfast, refreshments after work); discuss their plans for training and consulting. My approach to them will be: “In our efforts to continue to support you, what planning can we do so we can be better prepared to meet your needs in the coming calendar year?” Local Networking July–December • Continue to network with local contacts via mail, phone, and meetings; maximum of sixty days between hearing from me Associations/Councils • Volunteer to present at local ASTD, ASQC meetings • Investigate AQP, Quality Council in Richmond Product Development July • Start patent development with lawyer • Decide on a name Marketing Your Consulting Services
August • Develop materials and packaging concept • Research manufacturers, packaging companies • Work with our advertising firm • Develop positioning of product in marketplace, target customers, etc. September–October • Complete writing of the manuals, training materials, and so on . . . • Finalize packaging, manufacturing, and marketing systems November–December • Start promotion of product; work the bugs out January–June • Heavily market product • Display at trade show Example 3 Industries to Target • Financial services: banking, insurance • ISO–9000 Lucrative Industries to Explore • Proprietary chemical companies (soap, perfume, cosmetics, and drugs) • Health care industries (pharmaceuticals, clinics, suppliers, and medical technology) • Brokerage houses • Insurance Lists, Plans, and Last-Minute Advice: Where’s Your Opportunity? 263
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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
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200 for someone they met coming in.
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202 tude gives them an upbeat focus
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Figure 9.4. Adapt to Your Client’
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206 How Much Time Can Referrals Sav
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208 Build Relationships Figure 9.5.
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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 282 and 283: 250 Marketing Your Consulting Servi
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 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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