Downsizing, disenchantment with the workplace and organizations seeking ways to temporarily use professional talent have all caused a substantial rise in the number of consultants. This growth brings with it a growing need for more information by new consultants about how to market their practices. In addition, long-time consultants, feeling the pressure of more competition and more informed clients, have a need to find their most promotable competitive edge. This book serves as a complete "how-to" guide to develop and implement a more aggressive marketing plan which will make consultants more visible to clients and more competitive in the marketplace. This book is a practical guide to helping consultants develop a powerful marketing message and how to find potential clients to whom the message should be delivered.
Table of Contents
Dedication.List of Figures and Exhibits.Foreword.Preface.Acknowledgments.ONE: Marketing: What's It All About?Marketing 101.Consultants and Marketing.The ABCs of Marketing.Marketing from Day One.Marketing: Take Action.PART ONE: Assess The Situation.TWO: Internal Assessment: What's Your Company's Marketing Success?Why Market Research?Assessing Your Consulting Company.SWOT Your Company.Other Data Required.Clarify Your Present Preferences.Marketing: Take Action.THREE: External Assessment: How Do Your Competitors and Clients Stack Up?Assessing Your Competition.Assessing Your Clients.What's That Position Thing?Explore Other Markets.Marketing: Take Action.FOUR: Marketing Image: What Message Do You Send?Consistency Is Critical.Messages You Send in Person.Marketing Messages on Paper.Other Image Builders.Marketing: Take Action.PART TWO: Build a Potential Client Base.FIVE: Tools of the Trade: What Works; What Doesn't?Word of Mouth.Marketing Tools.Need an Excuse to Stay in Touch?Tips for Sending a Keeper.Marketing: Take Action.SIX: Your Marketing Plan: Can You Market on a Shoestring Budget?Marketing Plan Preliminaries.Why a Marketing Plan?A Marketing Plan Format.Can You Really Market on a Shoestring Budget?Marketing: Take Action.SEVEN: Prospecting in All the Right Places: How Do You Find Clients?Prospecting Is a Transition.Find New Clients.Prospecting Process.Prospecting in Other Ways and Places.Marketing: Take Action.PART THREE: Contact Potential Clients.EIGHT: Selling Services: How Do You Sell You?Rainmaker?Value-Added Selling.You Have an Appointment-Now What?Other Meeting Places.Contracts.Stay in Business.Marketing: Take Action.NINE: A Client in Hand Is Worth Ten in Your Plan: Will Your Clients Market for You?Customer Loyalty and Retention.Why Retain Clients?Build a Relationship with the Organization.Build a Relationship with the Individuals.Customer Satisfaction Is Marketing.Marketing: Take Action.TEN: Marketing Technology: What Will Work for You?Establish a Website.E-mail Marketing.Electronic Newsletters.Other Technologies to Explore.Marketing: Take Action.PART FOUR: Marketing Support.ELEVEN: Marketing: Can It Be Fun?Proven Ways to Generate Marketing Ideas.Marketing and Creativity: A Perfect Fit.Marketing: Take Action.TWELVE: Lists, Plans, and Last-Minute Advice: Where's Your Opportunity?Lists.Tightwad Marketing.Make Money Marketing.ebb's Thirteen Truths.Marketing Plan Examples.And the Very Last Thing ...Marketing: Take Action.Reading List.Index.About the Author.
Elaine Biech is president and managing partner of ebb associates, inc., an organizational development firm that helps organizations work through large-scale change. Biech has been in the training and consulting field for more than two decades working with business, government, and nonprofit organizations. She is the author or editor of dozens of professional books including The Business of Consulting, The Consultant's Legal Guide, The Consultant's Quick Start Guide, Successful Team-Building Tools, and The Pfeiffer Annuals, all from Jossey-Bass/Pfeiffer.