Marketing Your Consulting Services

Elaine Biech9780787965433, 078796543X

your bottom line.Marketing Your Consulting Services is a complete how-to guide that will help you develop and implement a dynamic marketing plan that will make your consulting business more visible to clients and more competitive in the marketplace. Written by Elaine Biech – one of the foremost experts in the field of consulting – this practical and easy-to-use resource includes useful guidance, practical ideas, special consulting considerations, and creative tips. Marketing Your Consulting Services is filled with the information you need to help you: * Develop a successful marketing plan* Understand the marketing ins and outs of a small consulting firm* Find new clients* Get your clients to refer you to other clients* Implement inexpensive and effective marketing tools* Develop creative marketing ideas* Retain the clients you have today Biech urges you to develop a “market all the time” attitude, and to help you get started, she recommends hundreds of ideas that can be easily implemented. In addition, the book’s “Fast Fourteen To Do Today” are suggestions you can put immediately into practice to help jump-start your business. Written to be a hands-on resource, Marketing Your Consulting Services also includes Quick tips throughout each chapter for easy reference.Marketing Your Consulting Services offers you the practical tools and helpful suggestions necessary to market and sell your consulting services. It includes everything a consultant needs to know about marketingto be – and stay – successful.

---

Table of contents :
TeamLiB……Page 1
Cover……Page 2
Contents……Page 13
FORWORD……Page 21
PREFACE……Page 25
ACKNOWLEDGMENTS……Page 31
MARKETING 101……Page 33
CONSULTANTS AND MARKETING……Page 37
THE ABCs OF MARKETING……Page 43
MARKETING FROM DAY ONE……Page 47
MARKETING: TAKE ACTION……Page 48
Part ONE Assess the Situation……Page 51
2 Internal Assessment:ONE Marketing: What’s It All About?……Page 53
WHY MARKET RESEARCH?……Page 54
ASSESSING YOUR CONSULTING COMPANY……Page 55
SWOT YOUR COMPANY……Page 59
OTHER DATA REQUIRED……Page 61
CLARIFY YOUR PRESENT PREFERENCES……Page 62
MARKETING: TAKE ACTION……Page 65
3 External Assessment:How Do Your Competitors and Clients Stack Up?……Page 69
ASSESSING YOUR COMPETITION……Page 70
ASSESSING YOUR CLIENTS……Page 74
WHAT¡¯S THAT POSITION THING?……Page 76
EXPLORE OTHER MARKETS……Page 81
MARKETING: TAKE ACTION……Page 82
CONSISTENCY IS CRITICAL……Page 85
MESSAGES YOU SEND IN PERSON……Page 86
MARKETING MESSAGES ON PAPER……Page 88
OTHER IMAGE BUILDERS……Page 98
MARKETING: TAKE ACTION……Page 101
Part TWO Build a Potential Client Base……Page 103
WORD OF MOUTH……Page 105
MARKETING TOOLS……Page 106
NEED AN EXCUSE TO STAY IN TOUCH?……Page 129
TIPS FOR SENDING A KEEPER……Page 131
MARKETING: TAKE ACTION……Page 135
MARKETING PLAN PRELIMINARIES……Page 137
WHY A MARKETING PLAN?……Page 142
A MARKETING PLAN FORMAT……Page 145
Wallow in Your Junk Mail……Page 149
You¡¯ll Spend the Same Time Baiting the Hook……Page 152
Mail a Lumpy Envelope……Page 156
Personalize Your Marketing……Page 158
The Time to Market Is All the Time……Page 164
Keep Yourself in Front of Your Clients……Page 165
CAN YOU REALLY MARKET ON A SHOESTRING BUDGET?……Page 166
MARKETING: TAKE ACTION……Page 167
7 Prospecting in All the Right Places……Page 169
PROSPECTING IS A TRANSITION……Page 170
FIND NEW CLIENTS……Page 171
PROSPECTING PROCESS……Page 172
PROSPECTING IN OTHER WAYS AND PLACES……Page 187
MARKETING: TAKE ACTION……Page 191
Part THREE Contact Potential Clients……Page 193
8 Selling Services:How Do You Sell You?……Page 195
VALUE- ADDED SELLING……Page 196
YOU HAVE AN APPOINTMENT ¡ª NOW WHAT?……Page 198
OTHER MEETING PLACES……Page 211
CONTRACTS……Page 212
MARKETING: TAKE ACTION……Page 213
9 A Client in Hand Is Worth Ten in Your Plan:Will Your Clients Market for You?……Page 215
CUSTOMER LOYALTY AND RETENTION……Page 216
WHY RETAIN CLIENTS?……Page 217
BUILD A RELATIONSHIP WITH THE ORGANIZATION……Page 218
BUILD A RELATIONSHIP WITH THE INDIVIDUALS……Page 223
CUSTOMER SATISFACTION IS MARKETING……Page 237
MARKETING: TAKE ACTION……Page 243
10 Marketing Technology:What Will Work for You?……Page 245
ESTABLISH A WEBSITE……Page 246
E- MAIL MARKETING……Page 249
OTHER TECHNOLOGIES TO EXPLORE……Page 250
MARKETING: TAKE ACTION……Page 252
Part FOUR Marketing Support……Page 253
PROVEN WAYS TO GENERATE MARKETING IDEAS……Page 255
MARKETING AND CREATIVITY: A PERFECT FIT……Page 275
MARKETING: TAKE ACTION……Page 277
LISTS……Page 279
TIGHTWAD MARKETING……Page 283
MAKE MONEY MARKETING……Page 284
ebb¡¯s THIRTEEN TRUTHS……Page 286
MARKETING PLAN EXAMPLES……Page 290
AND THE VERY LAST THING ¡……Page 296
MARKETING: TAKE ACTION……Page 299
READING LIST……Page 301
INDEX……Page 303
ABOUT THE AUTHOR……Page 313