Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

179–180; rainmaker concept of, 163–164;
sales appointment and, 166–179; staying in
business by, 181; value-added selling and,
164–165, 171–172
Seminars: charging for, 253; marketing by conducting,
79–80
Sensitive/caring communicators, 201
Setting measurable goals, 120–122
Shoestring budgets, 134–135
Showcases, 78
Shut Up and Sell (Sheehan), 178
Skill Preferences Chart, 32e
Skill preferences, 31
Socializer communication style, 198f, 199–200
Speeches, 77
Sponsorships, 95
Stationery, 58, 77
Swim with the Sharks Without Being Eaten Alive
(Mackay), 164, 175
SWOT analysis, 27–28e, 29
T
Take-charge communication style, 194, 198f
Task oriented communication style, 195f–196,
198f–199
Teaching classes, 79–80
Technology. See Marketing technology
Telemarketing, 85
Telephone: answering machines, 66–67; phone
hold messages, 94; selecting equipment, 66;
training staff to answer, 66
Television presentations/infomercial, 96
Testimonials: building file of, 16, 63; four types
of, 86; obtaining client endorsements and, 86
Thomas Register, 146
Three Cs of marketing, 108–110, 135
Tightwad Marketing list, 251–252
Tolerant communicators, 201
Tools of the trade. See Client base building
Tracking client contacts, 30, 118, 179
Trade shows: creative gotchas for, 244; promotion
through, 94–95
Transform your viewpoint technique: generating
marketing ideas using, 229–230; marketing
campaign based on, 239–240
Trigger concepts technique: generating marketing
ideas using, 233–235; marketing campaign
based on, 242
Trout, J., 45
Trusting communicators, 202
The 22 Immutable Laws of Marketing (Ries and
Trout), 44–45
V
Value-added selling, 164–165, 171–172
VIMA International, 237
Visit other places technique: generating marketing
ideas using, 231–232; marketing campaign
based on, 240–241
von Oech, R., 234
W
“Walk the Talk!” campaign (PSC), 237–238
The Wall Street Journal, 245
Websites: Amazon.com, 218, 220; business image
and, 67; consultant referral services, 219; creative
web page grabbers on, 244; designing
your, 214–215; establishing your own,
214–217; Expert Marketplace, 219; getting
own .com address, 214, 215; IdeaFisher.com,
234; maintaining your, 215–216; National
Speakers Association, 253; as promotional
marketing tools, 90; quick tips on, 213, 215,
217, 218; tips on, 216–217. See also Internet;
Marketing technology
Where Can You Find New Clients?, 142e
Word of mouth, 73–74
Workshops, 79–80
“Wow” factor, 109
Y
Youth’s advantage technique: generating marketing
ideas using, 235–236; marketing campaign
based on, 242
Index 279