Marketing Your Consulting Services A Business of Consulting Resource Book

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.