Marketing Your Consulting Expertise The Overnight Consultant Chapter Five By: Dana Rottman

Marketing & Sales Marketing Strategy of selling Sales Tactics of selling Identify your marketing strategy before you try to sell yourself.

Marketing Tactics Newsletters Public Speaking Articles Referrals Seminars Teaching Personal Communication Yellow Pages Other Advertising Mass Mailings Cold Calls Telemarketing

Public Relations Tactics Getting yourself known in your field. Interviews Articles Public Speaking 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 Market-Oriented Public vs. private sector Organizational Joint vs. individual venture Pricing Complete task vs. pieces Product Vendor’s product vs. your own product

Sources of Work Your Client Base Your Peers Past & future clients 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? 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... 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?