Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

INDEX
A
ABCs of marketing: description of three, 11f,
12–15; expanding the, 207–208f; putting into
action, 17. See also Assessing the Situation
Phase; Building Potential Client Base Phase;
Contacting Potential Clients Phase
Advertising: creativity to garner interest through,
244; radio, 95–96; types of promotional, 93–94
The Advertising Red Book, 146
Amazon.com, 218, 220
Analyzer communication style, 198f, 199
Annual marketing planning calendar, 129–130,
131e
Answering machines, 66–67
Ask what’s good? and what if? technique: generating
marketing ideas using, 228–229; marketing
campaign based on, 239
Assessing the Situation Phase: assessing marketing
image, 53–69; described, 12–13; external
assessment, 37–51; internal assessment,
21–34; as marketing plan step, 116–118.
See also ABCs of marketing
ASTD (American Society for Training and Development)
Expo, 239
The ASTD Trainer’s Sourcebook: Creativity and
Innovation (Biech), 247
B
Bach, R., 45
Balloons, billboards, and blimps, 96
Bio sketch, 64–65e
Blanchard, K., 240
Block, P., 173, 227
Borden, N., 3
Brochures, 61–62, 88–89
Budgets: defining your financial situation and,
26–27; fitting marketing plant to, 124–125;
marketing on shoestring, 134–135; Tightwad
Marketing list for limited, 251–252
Building a Potential Client Base Phase: description
of, 13–14; marketing plan for, 105–136;
prospecting for clients, 137–160; tools of
the trade for, 73–103. See also ABCs of
marketing
Bulletin boards, 218–219
Business cards: getting your, 16; marketing
messages through your, 56–58; quick tip
on, 57
The Business of Consulting (Biech), 3, 4, 125, 137,
150, 227, 252
Business forms, 67–68e
Business preferences, 30–31
Business strategies. See Client strategies
271