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Program contents: Marketing you as a consultant

Part 1: Relationship Marketing

• Relationship Marketing as a strategy

• Tools of Relationship Marketing

• Consulting operating levels

• Ingredients of relationships

• Importance of personal contacts and developing relationships

Part 2: Marketing Products

• Benefits of products

• Your products - how to make them

• Vignettes - mini case studies

• Passive marketing - the minimum marketing kit

• A4 flyers

Part 3: Marketing analysis

• Your business

• Services, benefits offered

• Relevant niches

• Competitor analysis

• Positioning

• Uniqueness

Part 4: Letters

• Principles, structures

• Review and detailed analysis of 4 letters

Part 5: Website and internet marketing

• Content, design, web strategies, effectiveness

• Costing

Part 6: Consultant's Profile

• Profile / Capability Statement: primary written tool: characteristics, structure, content, samples for inspection

• Experienced vs beginner

• Review of profiles

Part 7: Printed materials & strategies

• Relative appropriateness and effectiveness of flyers, brochures and other materials

• Newsletters: objectives, content, production, frequency distribution, budget, sponsorship

• Mailing strategies

• Samples

Part 8: Networking & personal approaches

• Formal and informal networking

• Working a room

• Conversation techniques

Part 9: 'Mailing' strategies - 1

• Newsletters

• Passive

Part 10: 'Mailing' strategies - 2

• Passive letter driven strategies

• Writing as a marketing tool

Part 11: Your marketing mix

• The mix

Part 12: Action plans

• Calling cycle

• Your offer

• Alternative marketing strategies

• Promotional mix

• Detailed plan for your own business in the next 90 days

• Culmination of one or two days intensive review and thinking – time for you to commit!

Part 13: Closing techniques

• Consultative

• Traditional

• Maister's trusted advisor

Action plans

Finish:  You are welcome to send materials to Ian after the workshop for feedback

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