The Key to Success is Marketing 1

[RichGeoffroy]

The thing about consulting (at least from my experience) is that you never know where your next job is going to come from. Actual selling is difficult unless you can identify those prospects that actually need your services right now. If they don’t have a problem, they don’t want to hear from you.

I’ve found that general marketing works best. Identify general types of companies that you feel could benefit from the services you offer (target prospects). Attend functions, Society meetings, Seminars, Industry Shows, Conferences, Conventions, etc. where a lot of your targeted prospects are in attendance and network. Meet people, become active in the industry, take on a position in professional associations, and just generally get people to know you and what you do. Your next job, if it doesn’t come directly from these people, it will be as a result of their recommendation.

Another thing to consider is, “Who will buy your services?”. If you’re offering technical services, you’re not going to generate much business meeting with manufacturing managers or hobnobbing with the CEOs. You must identify the person in the organizational position who will recognize the need for your services. Although his/her need may not be immediate, it is at this level where you need to build your reputation.

Don’t be afraid to “give away” information. A lot of consultants don’t want to give anything away without being paid. Now I’m not telling you to “give away the store”, but if a prospect has a simple question --- answer it. The simple fact that he knows that you have the answers at the tip of your fingers, will make him come back with more difficult problems --- these are the jobs that you want. Resolution of these difficult problems will make both you and your client look good to his management. This in turn will get you recommended for other jobs.

Finally, don’t ever stop marketing. Don’t get too busy to market, because after that job is over, you’ll have nothing new in the pipeline.




Rich Geoffroy
Polymer Services Group
POLYSERV@aol.com

 

[GregLocock]

" but if a prospect has a simple question --- answer it."

Yes, that's quite a funny one to get right.

Twenty years ago I worked for an automotive research organization that was trying to break out if its reliance on one group of comapnies for work.

One way or another we did attract a couple of prospective customers.

However, once we'd talked to them for an hour or so it seemed we'd have given them so many options or things to think about that nothing ever came to fruition. They probably had enough insight by then to solve the problems themselves.

Cheers

Greg Locock