Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

274
F
Farren, C., 238
FAX Form, 68e
Financial issues. See Budgets
Flawless Consulting (Block), 173
Following up: to organization-client relationship
building, 190e; to prospecting letters,
151–154e
Formality Scale of communication, 195f–197
4 Rs (building relationships, reaping new business,
repeat business, receiving referrals),
207–208f
4 Ps (product, price, placement, promotion):
overview of, 3–5; putting into action,
16–17
Fox, J. J., 164
G
Generating marketing ideas: ask what’s good?
and what if? technique for, 228–229, 239;
compare and combine technique for, 225f–
226, 237; developing ways for, 223–224; expand
and shrink technique for, 227–228, 238;
in another sequence technique for, 230–231,
240; incubate technique for, 233, 241; risk
taking technique for, 225e, 226–227, 237–
238; ten creativity techniques for, 224–225e;
transform your viewpoint technique for,
229–230, 239–240; trigger concepts technique
for, 233–235, 242; visit other places
technique for, 231–232, 240–241; youth’s advantage
technique for, 235–236, 242. See also
Creativity
The Getting Unstuck list, 247, 248e–250e
Glacel, B. P., 237
Goals: selecting marketing tools to accomplish,
122–127; setting measurable, 120–122
Godin, S., 217
Guaranteed business success, 2–3
Guerrilla Marketing, Secrets for Making Big Profits
from Your Small Business (Levinson), 74
Index
H
Hallmark Cards, Inc., 232
The Harvard Business Review, 3
Hiam, A., 217
Holiday celebration promotions, 244
How Things Work (Davies and Porter), 127
How to Become a Rainmaker (Fox), 164
How to Follow Up, 190e
How You Deliver Services, 189e
Hughes and Associates, 242
I
Idea jump-start, 125
Idea Sparkers, 234
Illusions (Bach), 45
In another sequence technique: generating marketing
ideas using, 230–231; marketing campaign
based on, 240
Incubate technique: generating marketing ideas
using, 233; marketing campaign based on, 241
Internal assessment: clarifying your present preferences,
30–32e, 33, 34e; defining customer
base, 25–26; defining financial situation,
26–27; defining management plan for, 24–25;
defining your, 23–24
Internet: consultant referral services and, 219;
electronic newsletter using, 90; gathering
information about organizations using,
145–148; interviews using, 219. See also
Marketing technology; Websites
J
Jung, C. G., 192
Junk mail, 117
K
“Keeper” novelty items, 99–100
L
Land O’Lakes, 247
Learner communicators, 201