How Consulting Firms Market

     There are hundreds of details and specific methods to marketing. However, each consultant generally only uses a few approaches. Following are some outlines of how actual consultants have marketed their practices or build large firms.

Working With A Ghostwriter

The term ghostwriter means different things to different people. I’ve done different jobs for different situations. No matter what you call it, the point is to produce a useful product that serves the goals of the “author” whose name goes on it.

Selling is Far More Than Persuasion

Selling is far more than face-to-face communication about what you’re selling. In fact, that’s the least part of it. In my book on sales, we break the process down into five general areas:

1. building relationships
2. analyzing needs
3. knowing customers’ industries
4. generating creative solutions, and
5. helping your customers succeed

Customer Service for Contractors

Let’s face it, contractors get taken advantage of by owners and others. They post bonds and still don’t get paid for work until it’s done. But try getting owners to routinely post bonds! Despite all that, customer service is the name of the game for successful repeat jobs, negotiated work, and CM work.

Of course, it’s not called customer service in the construction industry. It’s part of marketing, guarantees, owner relations, or whatever.

A Marketing Focus For Contractors

Most companies seem to neglect their marketing. In smaller companies, principles generally like to build, not sell. Here are a few tips on getting more jobs.

Personal Marketing for Contractors: Two Better Approaches

The biggest obstacle to promoting construction 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 retailing unloading inventory on customers are negative ones. Those are cases where salespeople have their best interests at heart, not yours.