Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

you are known for and of what you are most proud. It may also include the industry
you work in. These might include:
• The most successful change management process for Fortune 500 companies
• The fastest audit in the state
• The most accurate audit in the region
• The premier provider of human resource services
• The most creative computer graphics for the music industry
• The fastest time-management design
• The most practical team-building skills program
Discovering your niche and positioning your company is the first step. Next you
must back it up with action by delivering what you say you will. To drive your position
home to clients, you will sell your niche. Every aspect of your marketing plan
should embody the unique niche you fill for clients. Your niche becomes your company’s
personality.
EXPLORE OTHER MARKETS
Now that you have established a niche and position for yourself, let’s consider what
clients you might focus on. Identify individual clients that you do not serve that
you believe could use the attributes you offer. Identify industries that you do not
serve that you believe could use the services and attributes you offer.
Did you describe the size of client you would like to serve? If not, don’t limit
yourself to small clients if you are a small company. I tell all consultants to “Go
after the big fish because it takes the same amount of time to bait the hook.” That
means that it will take the same amount of time to market to large clients and the
payoff may be greater in potential repeat business. If you think you might be questioned
by potential clients about why you could do the job better, there are many
answers. Over the years I have found these reasons to be important to my clients.
First, we are faster. We are small, so there is no bureaucracy or delays. The customer
will know everyone’s name in our company. They will get fast turnaround
time and quick responses. Since we are small, almost anyone who answers the
phone can provide information with the first call.
External Assessment: How Do Your Competitors and Clients Stack Up? 49