Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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may start out with a white business card with black ink—practical and inexpensive.
She later finds folders in a nice shade of blue. A couple of months into the
business she has enough money to have stationery professionally designed. The
designer convinces the consultant that gray stationery with burgundy ink looks
very professional. Each of these evolutions is good, but when you put all of these
together, the result is an undefined look and a confused client. No, of course clients
won’t know they are confused, but you certainly have not left them with an image
that’s easy to remember.
Repetition and consistency are the keys to ensuring that potential clients remember
you. If clients see the same colors and logo often enough they will remember
you. Sometimes they may not remember your name, or your business name, or
what you do, but they will remember you. That is why “who you are” must also be
consistent with the image you are sending your clients. Consistency means that all
your paper products look like they belong together. Consistency means that you
project an image that is congruent with the work you do. Every time a note from
you crosses a desk, every time someone looks at your business card, every time
someone sees your logo on your holiday gift he or she will think of you.
MESSAGES YOU SEND IN PERSON
You may be wondering what your appearance has to do with marketing. Everything.
You are your company. Your company is you. The image you project is the
image your company will be known for. What do you need to consider?
Appearance
Consider your appearance, not just what you wear, but everything that adds to or
detracts from your professional image. Arrive at your first meeting with a new
client early enough to stop at the restroom to take a look in the mirror. Dandruff
on your new blue suit? Wind-swept hair? Need a lipstick touch-up? Take care of
it. And what should you wear? The best rule is to try to match your appearance to
that of your potential client. When in doubt wear the better of your two choices.
In addition, keep your briefcase organized and nearly empty. Use two briefcases
if you must—one to use when you visit clients and another that is stuffed with
your laptop, your current file folders, Post-its, your PDF, and your airline tickets.
Marketing Your Consulting Services