Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

Marketing
What’s It All About?
Many consultants never think about marketing . . . until something
goes wrong. The company that was your bread and butter
has just been bought out by its competitor. The person who hired
you to conduct an organizational assessment was offered a better job
and the new guy wants to bring in his own consultant. The market has
taken a downward turn and your regular clients are not calling you.
Guess it’s time to think about marketing!
MARKETING 101
My college marketing class dictated that the market must first be identified using
research and surveys by experts. The next step was to reach the market using huge
outlays of time and money in the form of advertising. Consultants may interpret
this as follows: They will rent a mailing list from the industry to which they consult
(research) and then mail a pricey four-color brochure (reach) to everyone on
the list. They may accompany this with a full-page ad in the industry’s journal.
They pat themselves on the back and sit back and wait for the calls to roll in. When
no one calls they are at a loss about what happened.
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