Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

your client’s, 153; marketing plan and assessment
of, 116–117; where to get information
on, 41
Competitive analysis, 38–39
Competitor Comparison Form, 40e
“The Concept of the Marketing Mix” (Borden), 3
Conference presentations, 77
Conoco, 228
Consultants: answering marketing comments
made by, 5–8; bio sketch for, 64–65e;comments
on marketing made by, 5; marketing
for consultants quiz, 8–10; marketing pitfalls
for, 10
The Consultant’s Quick Start Guide (Biech), 3
Consulting company assessment: clarifying
present preferences, 30–32e, 33, 35e; gathering
additional data for, 29–30; as marketing plan
step, 116; steps in, 23–27; SWOT analysis for,
27–28e, 29; taking marketing actions following,
33–34
Consulting truths: ebb’s list of, 254e–258; taking
marketing action using, 267
Contacting Potential Clients Phase: marketing
by your client, 183–212; marketing technology
and, 213–220; selling services, 163–182.
See also ABCs of marketing
Contracting Checklist, 174e
Contracts: functions of/what to include in, 180;
sales call and, 173–174e
Controller communication style, 198f
Coolidge, C., 108
Creative packaging, 243–244
Creative Whack Pack (von Oech), 234
Creative/open to change communicators, 202
Creativity: communicators open to change and,
202; CREATIVITY techniques for, 224–225e;
marketing actions and, 245; practiced on
other marketing needs, 243–245; quick tips
on, 226, 236; sources for new ideas and, 245.
See also Generating marketing ideas
Customer appreciation programs, 84
Customer loyalty, 184–186
Customer satisfaction: getting referrals through,
206; measuring retention success due to,
206–208; understanding your client’s, 205e
Customer service research, 43
D
Davies, K. D., 127
Defining your business, 23–24
Demonstrations, 78
Direct mail, 87–88
Directories, 94
E
E-mail marketing: promotions through, 90;
weighing option of, 217
E-mails: getting client’s, 177; unifying the addresses
of your website and, 215
Eagle’s Flight, 239–240
Easygoing communication style, 194, 198f, 199
ebb associates, inc., 241
ebb’s Thirteen Truths About Consulting, 251,
254e–258
ebbvice: going for the big fish clients, 120; on junk
mail, 117; keeping yourself in front of clients,
133–134; mailing a lumpy envelope, 124; on
marketing all the time, 132; personalizing
your marketing, 126–127
Electronic newsletters, 90, 218
Endorsements, 86
Energetic communicators, 201
Ewald, S., 240
Expand and shrink technique: generating marketing
ideas using, 227–228; marketing campaign
based on, 238
Expert Marketplace, 219
External assessment: actions to take following,
50–51; assessing your competition, 38–40e,
41; of clients, 42–43; exploring other markets,
49–50; positioning client base, 44–46e,
47e–49
Index 273