Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

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Your Bio Sketch
If you’ve been a consultant for even a short time, you probably have a bio sketch. A
bio may be used in proposals, as an introduction to corporate personnel, or to simply
answer the question, “Who are you?” A well-written bio gives you credibility
and is a practical marketing tool, usually printed on high-quality paper (or you
can use the second page of your stationery). It describes you and your business to
all who might hire you. Yet all too often a consultant will dash one off with little
thought and no plan for updating it.
Your bio should tell the potential client that you have the experience and expertise
for the job. You are writing this for the client. So what do clients want to
know? Clients will want to know what companies you have worked with and
whether those companies are in the same industry. Clients want to know whether
you are a recognized expert and in what areas. Clients will want to know what experience
you have had. Clients will also use your bio to determine whether there
is a fit between their task and your skills. This is one of those times you need to
brag about yourself, but not exaggerate. Be sure to include publications, awards,
memberships, patents, speaking engagements, and citations. Plan to update your
bio at least annually. Perhaps you should pull your bio out now and see if it conveys
what it should. Consider these tips for writing or updating your bio:
• Keep it to one page.
• Use a professional, crisp tone.
• Write in complete sentences.
• Use the third person and active voice.
• Define acronyms.
• Use Mr., Ms., or Dr. rather than your first name.
• Specify the names of organizations and publications.
• Do not include employment or graduation dates.
If you are a new consultant, you may rely on your internal work and other experience
to start a bio. The bio in Exhibit 4.1 is for someone who has internal experience
and has just started her consulting firm.
Marketing Your Consulting Services