Even Consultants Can Have Negative Views of Consultants

[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

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Marketing = Relationships

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.

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Your USP

     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.

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How Consultants Learn to Like Personal Selling

     The biggest obstacle to promoting consulting services to new customers is often your own resistance to the idea of selling. Yes, S-E-L-L is a four-letter word. But it’s not something you should be ashamed of. Few people want to grow up and be salespeople. The images of the used-car salesman or the retailer unloading inventory on customers are negative ones. Those are cases where salespeople have their own best interests at heart, not the clients’.
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