Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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266 Now read the letters a second time. What do you read this time? Did the letters change? No. Did the message change? Yes. It is all in how you interpret everything around you. You may view marketing as fun or not. You may view marketing as an opportunity or not. Either way you will prove your decision to be true. You have a choice to interpret things from a positive view or a negative view. You may either see that the opportunity for you to begin to market your business is “now here” or that the opportunity to market your business is “no where.” Whatever you decide, you will prove the statement to be true. I hope you decide to prove that the opportunity is now here. Because I believe it is always here. Market like your business depends on it—because it does! Your opportunity is now here! Marketing Your Consulting Services Figure 12.1. OPPORTUNITYISNOWHERE OPPORTUNITYISNOWHERE
MARKETING: TAKE ACTION 1. Develop your own set of consulting truths. What do you “know” about consulting that guides you? Will all of these “truths” help you? Should you begin to incorporate other truths in your daily work? Lists, Plans, and Last-Minute Advice: Where’s Your Opportunity? 267
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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
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212 4. Determine how many of your c
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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 294 and 295: 262 September 30-November 5 • Wor
Page 296 and 297: 264 Goal: Bring in Six New Clients
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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