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Marketing Your Consulting Firm

Outcomes for a 1 - 2 day workshop

• At the end of this program you will have group and individual marketing action plans:  what you will market, to whom, how, how often, what approach, key benefits, key people

• Also know what new service areas and new market segments to research and develop

• You will have considered a range of active and passive strategies that you are comfortable in using

• You will acquire techniques you can use in meeting and networking with potential clients and referees

• New marketing tools will be developed

• Your business boosted or kicked off – fast track the marketing aspect of your business

• Existing consultancies receive a big boost – everyone is marketing focused, new opportunities for development noted, and action plan commit your people

Target Group

• Consulting firms

• Shared service units who want to implement an active marketing program

Program contents: Marketing Your Consulting Firm

Part 1: Marketing professional services

• Importance of personal contacts and developing relationships

• Marketing vs selling

• How to market intangibles

• Product, positioning and leverage

• Your marketing mix

• Livery, business cards, letterhead, phone answering, addresses, webpage, email, your current interests and objectives

Part 2: Contact strategies

• Creating interest from clients and prospects

• The offer, its mode, frequency, follow-up

• Alternative marketing strategies, both passive and active

• Products and vignettes

• Your preferences

Part 3: Marketing analysis

• Your business

• Services, benefits offered

• Relevant niches

• Competitor analysis

• Positioning

• Uniqueness

Part 4: Letters, capability profiles

• You will always have to right to clients - if you contact them verbally - they will say "Send me something"!  If you have a meeting, they will say, "Send me a proposal".

• Principles, structures

• Review and detailed analysis of 4 letters and more profiles

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

• Experienced vs beginner

Part 5: Networking

• Formal and informal networking

• Working a room

• Conversation techniques

Part 6: Website and internet marketing

• Content, design, web strategies, effectiveness

• Costing

Part 7: Printed materials and strategies

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

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

• Mailing strategies

• Samples

Part 8: Action plans

• 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!

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

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