Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

External Assessment
How Do Your Competitors
and Clients Stack Up?
The last chapter impressed on you the importance of research to
any marketing effort. We are still in the Assessing the Situation
Phase. And while the last chapter started you down the research path
by having you conduct an internal assessment of your own consulting
company, this chapter will move you along your research trip by
having you conduct external assessment of your competition and your
clients.
How do you check out your competition? How do you check up on your clients?
And more importantly, why assess both of them? Living in the competitive society
that we do, it is easy to understand that the last thing you want is for your consulting
competitors to offer a better value to your clients and potential clients than you
do. Your goal is to provide a unique service that is higher quality, completed faster,
and more economical than what your competition offers. You must also be certain
that you know what services your customers need—preferably before they know—
as well as the quality they expect, the turnaround time they desire, and the cost that
they believe is acceptable. We will begin by assessing your competition.
L
chapter
THREE
37