Cover image for Marketing your consulting services
Marketing your consulting services
Biech, Elaine.
Personal Author:
Publication Information:
San Francisco : Pfeiffer, [2003]

Physical Description:
xxx, 282 pages : illustrations ; 25 cm
Marketing: what's it all about? -- Internal assessment: what's your company's marketing success? -- External assessment: how do our competitors and clients stack up? -- Marketing image: what message do you send? -- Tools of the trade: what works; what doesn't? -- Your marketing plan: can you market on a shoestring budget? -- Prospecting in all the right places: how do you find clients? -- Selling services: how do you sell you? -- A client in hand is worth ten in your plan: will your clients market for you? -- Marketing technology: what will work for you? -- Marketing: can it be fun? -- Lists, plans, and last-minute advice: where's your opportunity?
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HD69.C6 B44 2003 Adult Non-Fiction Popular Materials-Small Business

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To keep your competitive edge in the marketplace, you must find practical and inexpensive ways to retain the clients you have, develop new clients, and increase 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 marketing to be-and stay-successful.

Author Notes

Elaine Biech is president and managing partner of EBB associates

Table of Contents

Dedicationp. ix
List of Figures and Exhibitsp. xv
Forewordp. xix
Prefacep. xxiii
Acknowledgmentsp. xxix
1 Marketing: What's It All About?p. 1
Marketing 101p. 1
Consultants and Marketingp. 5
The ABCs of Marketingp. 11
Marketing from Day Onep. 15
Marketing: Take Actionp. 16
Part 1 Assess The Situation
2 Internal Assessment: What's Your Company's Marketing Success?p. 21
Why Market Research?p. 22
Assessing Your Consulting Companyp. 23
SWOT Your Companyp. 27
Other Data Requiredp. 29
Clarify Your Present Preferencesp. 30
Marketing: Take Actionp. 33
3 External Assessment: How Do Your Competitors and Clients Stack Up?p. 37
Assessing Your Competitionp. 38
Assessing Your Clientsp. 42
What's That Position Thing?p. 44
Explore Other Marketsp. 49
Marketing: Take Actionp. 50
4 Marketing Image: What Message Do You Send?p. 53
Consistency Is Criticalp. 53
Messages You Send in Personp. 54
Marketing Messages on Paperp. 56
Other Image Buildersp. 66
Marketing: Take Actionp. 69
Part 2 Build a Potential Client Base
5 Tools of the Trade: What Works; What Doesn't?p. 73
Word of Mouthp. 73
Marketing Toolsp. 74
Need an Excuse to Stay in Touch?p. 97
Tips for Sending a Keeperp. 99
Marketing: Take Actionp. 103
6 Your Marketing Plan: Can You Market on a Shoestring Budget?p. 105
Marketing Plan Preliminariesp. 105
Why a Marketing Plan?p. 110
A Marketing Plan Formatp. 113
Can You Really Market on a Shoestring Budget?p. 134
Marketing: Take Actionp. 135
7 Prospecting in All the Right Places: How Do You Find Clients?p. 137
Prospecting Is a Transitionp. 138
Find New Clientsp. 139
Prospecting Processp. 140
Prospecting in Other Ways and Placesp. 155
Marketing: Take Actionp. 159
Part 3 Contact Potential Clients
8 Selling Services: How Do You Sell You?p. 163
Rainmaker?p. 164
Value-Added Sellingp. 164
You Have an Appointment--Now What?p. 166
Other Meeting Placesp. 179
Contractsp. 180
Stay in Businessp. 181
Marketing: Take Actionp. 181
9 A Client in Hand Is Worth Ten in Your Plan: Will Your Clients Market for You?p. 183
Customer Loyalty and Retentionp. 184
Why Retain Clients?p. 185
Build a Relationship with the Organizationp. 186
Build a Relationship with the Individualsp. 191
Customer Satisfaction Is Marketingp. 205
Marketing: Take Actionp. 211
10 Marketing Technology: What Will Work for You?p. 213
Establish a Websitep. 214
E-mail Marketingp. 217
Electronic Newslettersp. 218
Other Technologies to Explorep. 218
Marketing: Take Actionp. 220
Part 4 Marketing Support
11 Marketing: Can It Be Fun?p. 223
Proven Ways to Generate Marketing Ideasp. 223
Marketing and Creativity: A Perfect Fitp. 243
Marketing: Take Actionp. 245
12 Lists, Plans, and Last-Minute Advice: Where's Your Opportunity?p. 247
Listsp. 247
Tightwad Marketingp. 251
Make Money Marketingp. 252
ebb's Thirteen Truthsp. 254
Marketing Plan Examplesp. 258
And the Very Last Thing ...p. 264
Marketing: Take Actionp. 267
Reading Listp. 269
Indexp. 271
About the Authorp. 281