Transcript Marketing Your Consulting Experience

Marketing Your
Consulting Expertise
The Overnight Consultant
Chapter Five
By: Dana Rottman
Marketing & Sales
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Marketing
• Strategy of selling
Sales
• Tactics of selling
Identify your marketing strategy
before you try to sell yourself.
Marketing Tactics
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Newsletters
 Yellow Pages
Public Speaking
 Other Advertising
Articles
 Mass Mailings
Referrals
 Cold Calls
Seminars
 Telemarketing
Teaching
Personal Communication
Public Relations Tactics
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Getting yourself known in your field.
• Interviews
• Articles
• Public Speaking
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Long-term focus; builds image over time.
Can be done individually or by a firm.
• Individually, you can always maintain a
professional attitude both in your office
and in your interpersonal relations.
Identifying a Strategy
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Market-Oriented
• Public vs. private sector
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Organizational
• Joint vs. individual venture
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Pricing
• Complete task vs. pieces
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Product
• Vendor’s product vs. your own product
Sources of Work
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Your Client Base
• Past & future clients
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Your Peers
• Other consultants
Since you never know who might be a future client
or a potential source for future clients, everyone
conceivably is in either one or the other group.
Moonlight or Limelight?
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May start part-time
• You can still continue with your full-time job.
• You can see if you like consulting.
But…
• You’re unavailable during the daytime.
• You run the chance of making mistakes due to
fatigue.
• You may not show clients you have a real
commitment to consulting.
Taking the IMC approach...
Taking the IMC approach...
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Make sure every business is consistent
with your “corporate mission”.
Build and maintain relationships with
current and potential clients.
Create and utilize core competencies
that have a viable place in the market.
Manage a database to retain and identify
your best clients.
Questions?