Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

276
promotional package and, 63; your appearance
and, 54–55; your bio sketch and, 64–65e;
your style/mannerisms and, 55
Marketing Kit for Dummies (Hiam), 217
Marketing niche: identifying, 46–49, 46e, 47e;
positioning and your, 44–45
Marketing Plan Examples list: example 1: maintenance
of present clients, 258–261; example 2:
new clients, 261–263; example 3: industries to
target, 263–264
Marketing plan format: assessing the situation,
116–118; building potential client base,
118–120, 119f; developing annual marketing
planning calendar, 129–130, 131e; eight easy
steps to, 113, 114e–115e; executive summary,
1; identifying resources, 127–129; implementing
and monitoring your plan, 132–133;
selecting marketing tools to accomplish goals,
122–125; setting measurable six- to twelvemonth
goals, 120–122
Marketing plan preliminaries: considering
advantages of being small firm, 107–108;
considering commitment, consistency, and
creativity, 108–110; considering money, time,
and expertise, 106–107; identifying, 105
Marketing plans: annual marketing planning
calendar, 129–130, 131e; business success and,
2–3; gathering data as resource for, 29–30;
preliminaries to, 105–110; reasons to develop,
110–113; role and importance of, 2; taking
action following, 135–136; three examples
of, 258–264
Marketing resources: gathered data as, 29–30;
identifying your, 127–129
Marketing technology: bulletin boards, 218–219;
consultant referral services, 219; electronic
newsletters, 90, 218; establishing a website,
213, 214–218; marketing actions using, 220;
personal selling using, 219; quick tips on,
213, 215, 217, 218, 219. See also Internet;
Websites
Index
Marketing tools: client fit and, 123–124; comparing,
75e; overview of, 74–75; personal,
75–76e, 77–87, 126–127; promotional, 61–62,
76e, 87–97, 88e, 244; selected to accomplish
goals, 122–127
Marketing Your Services: For People Who Hate to
Sell (Crandall), 125, 252
MasteryWorks, Inc., 238
Measurable goals, 120–122
Miracle on 34th Street (film), 176
Monitor Publishing, 146
MUMU Measure: applying the, 102e; described,
100–102, 101f; marketing campaign and, 241
N
Name (company), 58–60
National Speakers Association, 77, 253
Natural marketing, 111–113
Networking, 78
News from the Jungle (Hughes and Associates),
242
Newsletters: electronic, 90, 218; News from the
Jungle (Hughes and Associates), 242; as promotional
marketing tool, 89; sold as a subscription,
253
Novelty gift items: MUMU Measure for,
100–102e, 101f, 241; sources for, 82e–83; tips
for selecting “keeper,” 99–100
O
The One Minute Manager (Blanchard), 240
Opportunityisnowhere, 266f
Organization-client relationship building: be
unique, 187; closing thoughts on, 190; continuing
to learn more about client, 186–187;
do good work, 188; how to follow up, 190e;
how you deliver services, 189e; keeping yourself
in front of the client, 187; know where
you stand, 186; making customer number
one, 187–188; remainders on what the client
wants, 188