Marketing Your Consulting Business Linda Lysakowski, ACFRE

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Marketing Your Consulting BusinessLinda
Lysakowski, ACFRE
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Starting Your Marketing Plan

• Market Analysis
• Marketing Communications
• Sales Plan

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Establishing Goals

• What are current industry trends?
• What geographic area do you want to cover?
• What types of services do you provide?
• What are the strengths and weaknesses of our
  product/company?

• What is our customer profile?
• What is the profile of our most profitable
  clients?
• Do we have a market niche?
• How do we measure up to the competition?

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Establishing Goals contd.

• How much money do you need to generate?
• How many clients can you serve?
• How many proposals must you present to sign one
  contract?
• How many contacts do you need to make in order to
  present one proposal?

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Marketing Tools

• Annual Report
• Newsletter
• Fact Sheet
• Press Releases
• Brochures
• Events
• Exhibiting
• Speaking
• Website

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Marketing Your Business

• Identify your target market
• Set goals for number of clients served
• Develop a marketing plan that is
• Specific
• Measurable
• Action Oriented
• Realistic
• Time Defined

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Marketing Activities

• Develop mission statement business plan
• Develop logo, letterhead, business cards
• Prepare promotional bio
• Have professional photo taken
• Prepare marketing materials
• Develop a testimonial file

• Develop and update quarterly your suspect,
  prospect and expect list
• Develop a media list
• Purchase a contact management system
• Develop a proposal format
• Develop referral system
• Implement plan and track results

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Developing Sales Literature

• Logo
• Mission Statement
• Key message
• Data sheets
• Marketing Materials

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What is the most effective way to market?

• Advertising
• Direct Mail
• Telemarketing
• Exhibiting
• AFP Contacts
• Publicity
• Website
• Speaking

• Personal Calls
• Client referrals
• Consultant referrals
• Industry specific organizations
• Networking in the community

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Your Sales Plan--Questions

• How much time do you have to do marketing?
• Who will do the marketing?
• What skills and talents do these people have?
• What skills and talents need to be developed?
• What geographic areas are reasonable to target?
• What industries do you want to work with and/or
  have knowledge of?
• What types of services do you want to offer?

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Your Sales Plan

• Lay the groundwork
• Build a sales force
• Forecast revenue
• Establish goals
• Manage sales

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Your Sales Plan

• Steps in the Sales Plan
• Prospecting
• Qualifying
• Contact
• Follow Up

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Your Sales Plan

• Types of Strategies
• Sell everywhere
• Sell selectively
• Sell exclusively

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Your Sales Plan

• Types of Selling
• Direct Mail
• Telemarketing
• Electronic Media
• Personal Contact

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Your Sales Plan

• Contact Management System
• Suspects
• Prospects
• Expects
• Clients
• Former Clients