Shenson on Consulting: success strategies from the consultant's consultant
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York u.a.
Wiley
1990
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 200 S. graph. Darst. |
| ISBN: | 0471506613 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | CONTENTS
INTRODUCTION xiii
1 THIRTEEN KEYS: BUILDING AND MAINTAINING A
SUCCESSFUL CONSULTING PRACTICE 1
2 INDIRECT MARKETING: BUILDING AN IMAGE AND
REPUTATION THAT ENCOURAGES PROSPECTS TO SEEK
YOU OUT 11
If I am really one of the best professionals in my field, do I need to market
my services? o Which is more important for success, marketing or
technical competence? o How much of my time should be devoted to
marketing? o What marketing strategies are used by the most successful
consultants and professionals? o What are the prime reasons consulting
practices fail? o What are the early warning signs that my practice may
be in trouble? o How greatly will the name I select for my practice affect
x Contents
my chances for success? o What information should be included on my
business card? o Should I use a risumi to promote my services? o Are
brokers effective for securing new clients? o Should I promote my
consulting services to corporate personnel departments? o Should I ever
recommend other consultants or professionals to potential clients? Does it
ever pay to promote my competitors? o Can responding to help wanted
ads produce consulting business? o Does it pay for my professional firm
to be listed in directories? o Is networking really a profitable use of my
time? o Will contacting past friends and associates produce significant
business? o How can I effectively promote my services to previous
business and professional contacts? o How can I get an appointment
with the high level prospects that I really want to see? o Do club
memberships produce business? o How can I make my name a
household word with potential prospects or clients? o How can I
encourage the press to publicize my services? o How can I use public
speaking engagements to promote my professional services? o How can I
identify public speaking opportunities? o Is giving seminars a viable
means of building my professional image and marketing my services? o
What are the benefits of publishing a newsletter? o How do I develop
and publish a newsletter? o Will selling information products have a
negative impact on my professional image?
3 REFERRAL MARKETING: MAKING YOUR PRACTICE
GROW THROUGH REFERRALS AND RECOMMENDATIONS 57
What tactics can I use to stimulate follow on business and referrals? o
What s the best way to act on a referral from a client? o What
percentage of my business can I expect to generate from referrals? o How
can I ensure that 80 percent of new business comes from referrals? o
Should I give gifts as thanks for referrals?
4 DIRECT MARKETING: USING ADVERTISING AND
BROCHURES TO PROMOTE YOUR PRACTICE 71
Won t advertising my services create the impression that I m in need of
business and unsuccessful? o Can cold direct mail promotion really
produce clients? o How profitable is it to follow up direct mail
promotions to prospects with telemarketing? o Should I write my own
brochure or retain a professional to do so? o What information should
be included in a brochure or capabilities statement? o Which should I do
first—design my brochure or write the copy? o How can I get my
brochure in the hands of viable prospects? o Do newspaper or magazine
ads produce clients? o Should my ad be general or highly specific? o
How can I increase the pulling power of my advertising? o How can I
measure the results achieved by my advertising? o How can I test the
Contents xi
effectiveness of my marketing communications? o How can I test an ad
or direct mail promotion inexpensively?
5 DIRECT MAIL MARKETING: SELECTING AND USING
MAILING LISTS TO MARKET YOUR SERVICES 101
6 SELLING PROFESSIONAL SERVICES: FACE TO FACE
METHODS FOR MARKETING YOUR PRACTICE 111
How can I avoid appearing too anxious when I need the business? o
Should I tell prospects about my past clients? o How do I provide
references if I m new to private practice or am providing services in a new
area of specialty? o How should I respond to a request for references? o
How can I prevent potential clients from pressing me to work for them
full time? o How can I serve small clients unable to afford my fee? o
How do I remain fresh and creative when selling a service I have sold
many times? o Does being controlling and assertive with clients always
help? o In the first meeting with a prospect, how do I get control of the
encounter? o How do I regain control in the initial meeting with a
prospective client? o How can I get prospects to recognize the value of my
skills and experience? o How can I keep prospects from wasting my
time? o How can I ensure that marketing time isn t wasted by
underlings not able to commit for my services? o What are some good
questions to ask to quickly get a handle on the client s needs? o What
questions, even if not asked, should I be sure to answer when selling my
services? o What are the principal fears a client is likely to have about
retaining my services? o Will telling my client the blunt truth ever hurt
my business? o What face to face selling strategies have professionals
found most effective? o What strategies work best when selling my
services to a committee or board? o How do I evaluate the effectiveness of
my face to face selling skills? o How can I avoid giving away valuable
services for free? o How should I handle requests for free services from
friends, relatives, or colleagues? o Should I exchange services with other
professionals? o How do I deal with efforts by the client s staff to torpedo
my success? o Will turning down business hurt my image? o What
are some simple, low cost ways to stimulate additional business from
existing clients? o How can I make myself indispensable to clients? o
How can I obtain publicity for successful accomplishments for clients?
7 PRACTICE MANAGEMENT: THE MARKETING
IMPLICATIONS 151
How should my services be priced? o Is it better to work for a fixed price
or for a daily or hourly rate? o Is working on a retainer advantageous?
xii Contents
o What s the best way to obtain a start up payment or front end retainer
from a new client? o What percentage of the fee can be obtained prior
to delivery of services? o Should 1 ever cut my fee to get the business? o
To what extent will increasing my fee result in my losing clients and
business? o Should I charge indirect expenses separately or include them
in my fee? o How should I charge for travel expenses? o Is it possible
to charge for travel time? o Does conducting a feasibility study for a
client generally result in additional business? o Should I provide my
prospect with a proposal even when not specifically asked for one? o
How can I make my proposal stand out from those of my competitors? o
Is it advantageous to combine a proposal and contract? o Is a written
agreement with my client always necessary? o Should I require clients to
sign a contract for a short consultation? o Should I have a hold
harmless clause in my contract? o How frequently should I invoke my
clients? o Will progress reports assist me in being paid in a timely
fashion? o How can I avoid the requirement of having to write a final
report? o Is there any information that should be excluded from a
written (final) report? o How can I find time to do really creative work
with all of the daily interruptions? o How can I find time to respond
promptly to calls and letters? o Is it preferable to use an answering
service, an answering machine, or a voice mail system? o How do solo
practices compare financially to larger professional service firms?
CONCLUSION 195
INDEX 197
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T17:27:23Z |
| institution | BVB |
| isbn | 0471506613 |
| language | English |
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| physical | XV, 200 S. graph. Darst. |
| publishDate | 1990 |
| publishDateSearch | 1990 |
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| publisher | Wiley |
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| spelling | Shenson, Howard L. Verfasser aut Shenson on Consulting success strategies from the consultant's consultant Howard L. Shenson New York u.a. Wiley 1990 XV, 200 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Consultants Unternehmensberatung (DE-588)4078592-0 gnd rswk-swf Unternehmensberatung (DE-588)4078592-0 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005909315&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Shenson, Howard L. Shenson on Consulting success strategies from the consultant's consultant Consultants Unternehmensberatung (DE-588)4078592-0 gnd |
| subject_GND | (DE-588)4078592-0 |
| title | Shenson on Consulting success strategies from the consultant's consultant |
| title_auth | Shenson on Consulting success strategies from the consultant's consultant |
| title_exact_search | Shenson on Consulting success strategies from the consultant's consultant |
| title_full | Shenson on Consulting success strategies from the consultant's consultant Howard L. Shenson |
| title_fullStr | Shenson on Consulting success strategies from the consultant's consultant Howard L. Shenson |
| title_full_unstemmed | Shenson on Consulting success strategies from the consultant's consultant Howard L. Shenson |
| title_short | Shenson on Consulting |
| title_sort | shenson on consulting success strategies from the consultant s consultant |
| title_sub | success strategies from the consultant's consultant |
| topic | Consultants Unternehmensberatung (DE-588)4078592-0 gnd |
| topic_facet | Consultants Unternehmensberatung |
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