Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

Learning International, 239
Learning Solutions Alliance, 240
“Leave behinds,” 177
Letters: follow up to prospecting, 151–154e;writing
prospecting, 84–85, 148–149e, 150–151
Levinson, C., 74
Light Bulbs for Leaders (Glacel and Robert), 237
Listeners, 200–201
Lists: ebb’s Thirteen Truths About Consulting,
251, 254e–258; Getting Unstuck, 247, 248e–
250e; Make Money Marketing, 252–253; Marketing
Plan Examples, 258–264; Tightwad
Marketing, 251–252
Littman, I., 8
Logos: marketing message sent by, 60–61; on
shirts, briefcases, portfolios, 83
Lumpy envelopes, 124
M
Mackay, H., 78, 164, 175, 176, 184
Mailing list, 15
Make Money Marketing list, 252–253
Management plan, 24–25
Market research: business success and, 2–3; conducting
customer service, 43; using junk mail
in, 117; on potential clients, 140, 145–148;
reasons to conduct, 22–23; role and importance
of, 2
Marketing: take action: on client retention, relationship
building, communication, referrals,
211–212; consulting truths and, 267; following
assessment of your company, 33–34; following
external assessment, 50–51; following
marketing plan, 135–136; to increase creativity,
245; on marketing image, 69; marketing
technologies and, 220; marketing tools and,
103; prospecting for clients and, 159–160; reviewing
4 Ps and ABCs of marketing, 16–17;
selling services, 181–182
Marketing 101: the 4 Ps of, 3–5; how to guarantee
business success, 2–3; market research and
market plans, 2; marketing steps dictated
in, 1
Marketing: ABCs of, 11f, 12–15, 17, 207–208f;
activities from day one, 15–16; answering
consultant comments on, 8–10; consultant
comments on, 5; consultants and pitfalls of,
10; customer satisfaction as, 205e–208; e-mail,
90, 217; generating ideas for, 223–236; minimum
knowledge requirements about, 111;
natural process of, 111–113; three Cs of,
108–110, 135
Marketing campaigns: based on ask what’s good?
and what if? technique, 239; based on compare
and combine technique, 237; based on
expand and shrink technique, 238; based on
in another sequence technique, 240; based
on incubate technique, 241; based on risk taking
technique, 237–238; based on transform
your viewpoint technique, 239–240; based on
trigger concepts technique, 242; based on visit
other places technique, 240–241; based on
youth’s advantage technique, 242
Marketing comments/answers: being a salesman,
6; effective sale of your services, 7–8; failure to
learn lessons, 7; marketing takes time, 6; role
of marketing research and planning, 7
Marketing for consultants quiz, 8–10
Marketing ideas: file for, 16; generating, 223–236;
jump-starting, 125
Marketing image: actions to take to enhance, 69;
answering machines and, 66–67; consistency
in, 53–54; little touches that add to, 69; messages
you send in person about, 54–56;
messages you send on paper, 56–65e;
telephone equipment/greetings and, 66;
websites/business forms, 67–68e
Marketing image messages: activities outside
of work and, 55–56; brochures/promotional
fliers and, 61–62; business cards/stationery
and, 56–58; company name and, 58–60; logos
and, 60–61; presentation materials and, 58;
Index 275