Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

272
C
Chamber of Commerce, 147
Charles, L., 215
Chicago Tribune, 234
Client base: building potential, 13–14; defining
your company’s, 25–26; positioning your,
44–46e, 47e–49
Client base building: excuses to stay in touch
with clients, 97–99; marketing plan for,
118–120; marketing tools for, 74–76e, 77–97;
MUMU Measure and, 100–102e, 101f, 241;
taking action toward, 103; tips for sending
“keeper” novelty item, 99–100; word of
mouth, 73–74
Client Contact Log, 154e, 179
Client contact tracking, 30, 118, 179
Client gifts: MUMU Measure for, 100–102e, 101f,
241; selecting “keeper,” 99–100; sending/giving,
81; sources for novelty, 82e–83
Client relationship building: communication
styles model/communication and, 192–204f;
as one of the four Rs, 207, 208f; suggestions
for, 191–192
Client relationships: built with individuals, 191–
204f; built with organizations, 186–189e,
190e; continuously improving the, 209e–210e;
customer loyalty/retention through, 184–186;
personal marketing tool through maintaining,
78–79; sales call and building, 178; techniques
for maintaining, 80–84
Client retention. See Retaining clients
Client strategies: asking another consultant to review,
27; available choices for, 119f; for building
relationship with organization, 186–189e,
190e; clarifying present preferences, 30–32e,
33; tracking successful, 30, 118, 179
Clients: accepting pro bono, 81–82; adapting to
communication style of, 203–204f; assessing
your, 42–43, 117–118; customer appreciation
programs for, 84; customer satisfaction and,
205e–208; excuses to stay in touch with,
Index
97–99; finding solutions for your, 176; fitting
marketing tools to, 123–124; giving moneyback
guarantee to, 4; going for the big fish,
120; going to lunch/telephone contacts with,
83–84; keeping yourself in front of, 133–
134; loyalty and retention of, 184–186; outof-town,
179–180; referrals from, 85–86,
155–156, 206–207, 212; repeat work from,
206–207, 208f; sending congratulations, greetings,
information to, 80–81; sending gifts to,
81, 82e–83, 99–102e, 101f, 241; testimonials
from, 16, 63, 86. See also Potential clients;
Prospecting for clients
Close-Up Position, 46e
Closing the sale, 175–176
Cold calls, 138–139
Collaborator communication style, 198f, 199
.com address, 214, 215
Communication style: adapting to client,
203–204f; benefits of taking course in, 200;
described, 192–193; easygoing, 194, 198f, 199;
grid showing four types of, 197–200, 198f;importance
of flexibility in, 200–202; marketing
actions on, 211; people oriented, 195f, 196–
197, 198f, 199; Power Scale of, 193f–195; takecharge,
194, 198f; task oriented, 195f–196,
198f–199
Communication style grid: analyzer, 198f, 199;
collaborator, 198f, 199; controller, 198f;illustration
of, 198f; overview of, 197–200; socializer,
198f, 199–200
Communication style model: described, 192;
Formality Scale of, 195f–197; observable behavior
measured by, 193
Company name, 58–60
Company profiles, 143–144e,145
Compare and combine technique: generating
marketing idea using, 225f–226; successful
campaign based on, 237
Competition: assessing beyond immediate, 41;
assessing your, 38–40e, 41; learning about