Rather than using outdated slogans, elevate your strategic
marketing consulting practice to the top with a new age action plan that
engages the client on 9 fronts.
Areas of Expertise
– Establish the fields of expertise where your consulting services are
acknowledged and proven leaders. Concentrate on those areas of expertise and
keep drilling your success into the marketplace. Let the client’s walls
resonate with your consultancy’s brilliance.
Innovate – Be what
everyone else aspires to be. Become recognized as an innovator. Be the
consulting practice that finds unique solutions or uses unique practices to
create unique solutions. Innovators capture attention. Never follow, always
lead.
Keep it Simple –
Regardless of the brilliance of your solutions, do not pontificate. Be prepared
to explain your products, your services and solutions in simple, easy-to-absorb
language. If necessary, educate the client and let them enjoy and savor your
remedies. If your solutions are complex, break them down into explainable
segments.
Testimonials – Resource testimonials surpass
all others. If you have references and testimonials from recognizable
third-party universities, think-tanks or well-known institutions, put them to
work in your marketing strategy. Those are the type testimonials that are
unique to your practice and that is what clients want to see and hear.
Guarantee Results
– The consultant’s guarantee will look and sound good. Be sure you can deliver.
Back the guarantee with strong performance and simple language. Your word is
your bond. If you can reduce absenteeism, or increase productivity or increase
value, say so. Do not force a guarantee. If you issue the guarantee, put it in
simple language. If your intended guarantee is burdened with contingencies, do
not put it on the table.
Be Honest –
Clients are skeptical about consulting company claims of success. Be forthright
about your consultancy’s successes. Do not overstate the complexity of projects
or their results.
