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

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

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

4. 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.

5. 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

6. 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.

7. 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.

8. Taking the IMC approach...

9. 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.

10. Questions?