A published book is one of the best credentials a consultant or other professional can have. However, since writing a book is a separate job of lower priority for most successful professionals, many books that could be written never are. That’s where we can help. By delegating the routine parts of writing your book to us, your key ideas can get out and you can have the benefits. Continue reading “The Value of a Book for Professionals”
[The following is a note by two authors to promote their book. In trying to appeal to managers to “control” consultants better, it assumes an adversarial relationship. While what they say can be true, good consultants work together with clients in partnership and do not try to manipulate the relationship to their own advantage. For instance, they will advise clients not to use their services when it is not appropriate and help them arrange help elsewhere.]
4 Keys to Extracting Maximum Value From Consultants
There is an approach to selling called “consultative selling.” While there are various misuses of the term, its originator, Mack Hanan, defines it roughly as not being a “vendor” trying to sell what you do, but acting like a consultant when you sell.
My approach to marketing your expertise focuses on building relationships and even friendships – on helping other people. By focusing on building relationships with potential clients, you take the pressure off yourself and them. You show yourself at your best while minimizing rejection and imposition on others. As an academic, it’s logical that you would want to keep in touch with potential clients as sources of information, and that you would occasionally be able to help them.
Why are there so many jokes about consultants and how can you use them to your advantage? Actually, it’s an important issue and will help you understand how clients and prospects see you and how you can build trust and rapport better…
Continue reading “Jokes About Consultants”
USP stands for unique selling proposition. It was explained in a book by Rosser Reeves (Reality in Advertising, 1961). The book is out of print and expensive to find but we have a manual on the topic. USP is closely related to positioning (Trout and Reis), and branding. (Click here to see more on the manual.)
Your USP is a value that only you offer that makes a promise of a benefit to prospects and motivates them to buy.
When you get in a rut or you can’t face major marketing activities, you can try quick little things that could bring you new clients, give you new ideas, or help your existing clients. Here are ten small things you can do to build momentum for more serious marketing.
Continue reading “10 Small Marketing Ideas”