Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

ness? Yet many people do not and then wonder why they have not been successful.
Research and planning provide the foundation for a successful marketing execution.
ASSESSING YOUR CONSULTING COMPANY
The first step in the Assessing the Situation Phase is to assess your company. This
in essence is researching yourself. Consulting is a personal service business. Therefore,
if you are a single practitioner, this may mean assessing your personal desires,
qualifications, successes, and failures as well as those of your company.
The next few pages will help you assess your business.
Define Your Business
Begin by defining your business with a narrative. As mentioned earlier, if you have
recently completed your business plan, you may review and/or revise it. The following
narrative will help you think through the basic information about your
consulting business and prepare you to use the diagnostic tools that follow.
Demographics What’s the name of your business? The address? Telephone and
fax numbers? What’s the e-mail address? What’s the website? Who is the owner(s)?
What’s the business structure and, if incorporated, where?
General Information What business are you in? What are the mission, vision, and
purpose of your consulting business? That is, why are you in business? What work
do you conduct? Where is your business located?
Changes What information is important about the start of this business? For example,
is it a new business or an expansion of an existing business? What was the
start-up date?
The Work What specific activities does the business conduct to raise revenue?
What services and/or products does it provide?
Success Expectations How successful is your business? How do you measure success?
Why do you believe your business will continue to succeed? Do you believe
the business will grow? How will it grow? What relevant experience do you bring to
the business of consulting?
Reputation How are you perceived in the marketplace? How satisfied are your
clients?
Internal Assessment: What’s Your Company’s Marketing Success? 23