Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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complete company profile for targeted organizations,
143–144e, 145; step 3: gathering
information about organizations, 145–148;
step 4: composing letter to organizations,
148–149e, 150–151; step 5: follow up to
prospect letter, 151–154e
Prospecting letters: follow up to, 151–154e;writing,
84–85, 148–149e
PSC (Performance Systems Corporation), 237–238
Public relations ideas, 243
Publicity activities, 92e–93
Publishing activities, 90–92, 91e, 253
Q
Quick tips: on answering the phone, 66; asking another
consultant to review your strategy, 27; on
being small firm, 108; business cards, 57; client
testimonials, 63; communication styles course,
200; conducting customer service research, 43;
on creativity, 226, 236; dating promotional
materials, 89; on direct mail, 88; on free help
for marketing plan development, 130; getting
client’s e-mail address, 177; handwritten thankyou
notes, 67; How to Become a Rainmaker
(Fox), 164; identifying clients likely to give referrals,
207; know your competition, 41; learn
about your client’s competition, 153; letterhead
and stationery, 58; library research, 146; on
mailing and postal requirements, 83; offering
money-back guarantees, 4; posting positive
affirmation about marketing, 7; on providing
price quote, 175; on referrals, 156; researching
potential clients, 140; sending personal greetings
to clients, 80; on testimonials, 86; tracking
marketing paths to your company, 30, 118; on
websites/marketing technology, 213, 215, 217,
218, 219; on writing prospecting letters, 85, 150
R
Radio talk shows, programs, ads, 95–96
Rainmaker concept, 163–164
Reaping new business, 207, 208f
Referrals: customer satisfaction and, 206; follow-
Index
ing up on, 155–156; identifying clients likely
to give, 207; marketing actions on, 212; obtaining,
85–86, 156; as one of the four Rs, 207,
208f; as retention success measurement, 207
Repeat work, 206–207, 208f
Resilient communicators, 201
Respectful communicators, 202
Retaining clients: customer loyalty and, 184–186;
customer satisfaction and, 206–208; marketing
actions on, 211
Retention success measurements: expanding
ABCs/adding four Rs, 207–208f; getting referrals
as, 207, 208; repeat work, 206
RFPs (requests for proposals), 86–87, 156–157
RFQs (requests for quotes), 86–87
Ries, A., 45
Risk taking technique: generating marketing
ideas using, 225e, 226–227; marketing campaign
based on, 237–238
Robert, E. A., 237
S
Sales call: adding value early, 171–172; asking
about money, 174–175; before your, 166;
clarifying meeting objective, 169–170; closing
the sale, 175–176; cold, 138–139; contracting
phase of, 173–174e, 180; during your, 170–171;
finding solutions for client, 176; following up
the, 178; getting client’s e-mail address, 177;
handling objections/other challenges, 172–173;
learning something during, 176–177; “leave behinds”
after, 177; questions asked by client, 169;
reviewing the, 178–179; tracking client contacts,
179; what to ask potential clients, 167e–
168e; when client fails to ask questions, 172
Sample Bio Sketch for a New Consultant, 65e
Sample Introductory Prospecting Letter, 149e
Scott, M., 8
Select a Situation, 102e
Selling services: contracts and, 180; marketing
actions to take, 181–182; meeting client at
your place, 179; out-of-town clients and,