Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

Carrying an overstuffed briefcase, as I sometimes do, may make you look more
like a pack horse than a consultant. Also consider using a leather portfolio for taking
notes. No one will notice if it’s leather; they may notice if it’s not. And certainly
think twice before using one with any advertising on its cover.
A friend of mine consults with pharmaceutical companies. He had lined up a
meeting with the vice president of sales in a company that he had not worked with.
His greeting was professional, his handshake was firm, and during small talk he
learned that they had something in common. Both liked to fly fish in the same
stream in a neighboring state. He sat down, placed his portfolio on the table, and
began to ask about the company’s needs. The vice president was staring at his portfolio.
He looked at it as well and was mortified to see the logo of the company’s
arch rival. It was the portfolio that the other pharmaceutical company had given
away at its last trade show. Don’t let this happen to you.
Style
Next consider your style and any mannerisms that project who you are. Always
shake hands firmly. Introduce yourself to others and look people in the eye. Address
people by name. These will all send a message to your clients at your first introduction
and each time you meet afterward.
Attend every meeting well-prepared. Know what questions you wish to ask and
listen well. Remember, if you are doing most of the talking you have most likely
lost the sale.
Activities Outside of Work
Next consider your life outside of work. How much of your time do you spend
meeting and greeting others outside of your work life? Are you known as a family
man who attends piano recitals and soccer games? Are you a mother who balances
her career and home life and still has time to give to Rotary? Are you a member of
a service organization? This says something about you. Do you volunteer at the
community center, give blood when it’s needed, or lead fund-raising drives? Does
your professional organization depend on you to assist them at conferences or local
chapter meetings? Giving back to the community or your professional organization
is not just a noble thing to do; it enhances your image as well.
Marketing Image: What Message Do You Send? 55