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Brand Your Consulting Brilliance
Today*s competitive marketplace for consulting services is no
longer responsive to the marketing strategies that worked in
the past. The services you provide should speak volumes about
your consulting business. Think about what happens when you
hear phrases such as *the ultimate driving machine,* *don*t
leave home without it,* and *just do it.* Chances are good that
you can immediately associate them with BMW, American Express,
and Nike. These companies have mastered *brand brilliance.*
Brand your consulting brilliance because the future of your
business depends on it.
There*s an old adage, *Perception is reality.* Simply stated,
the perception of a brand lies in its ability to influence a
client*s behavior. When you have successfully branded your
business, in the client*s eye there is no service in the
marketplace quite like your service.
All consulting businesses should have a distinct, sustainable,
and competitive advantage to differentiate their services from
the competition. I call this process of identifying your
advantage *Brand Your Consulting Brilliance.*
Here are six simple steps to brand and differentiate your
services in the new economy.
1. Think client focus first.
The client*s reality: Consulting businesses exist to serve
clients. Develop a client visitation calendar and schedule
in-person visits. Look the client in the eye and say, *I am
here to serve you.* Follow up and follow through on all client
related matters in a timely manner.
Create a client questionnaire so clients can rate the
performance of your services. You want them to tell you how
you*re doing and what you can do to serve them better. It*s
also a way to discover what challenges they are currently
facing. Be relentless in your client retention efforts.
2. Discover a distinct advantage that will set you apart from
competitors.
Start by articulating your *unique marketing proposition,* a
statement of all of the qualities and characteristics that set
your services apart in the marketplace. Analyze your services:
What skills and services do we provide that are distinctive,
measurable, and add value? Which of our past successes can we
leverage in the marketplace? And don*t forget to ask colleagues
what they see as your competitive strengths.
Communicate these messages reinforcing your unique marketing
proposition anytime you have an opportunity to write or speak
about your consulting firm and what you have to offer to
prospective clients.
3. Generate publicity.
What others say about your brand is much more powerful and
credible than what you can say about it yourself.
When it comes to branding your consulting brilliance, favorable
publicity in the media or word of mouth is far superior to
advertising. So how do you generate the publicity *buzz*? Create
a buzz about your brand by being visible: speaking at seminars,
publishing a newsletter on your website, participating as a host
or guest on television or radio talk shows, writing a column in
a reputable trade journal, and networking.
4. Promote a powerful perception of quality in the client*s
mind.
What is quality if not a perception that resides in the mind
of the client? You build quality intangibles around trust,
reliability, excellent people, and innovative client services.
Show clients that you can interpret and process their
information to convert it to results oriented solutions. What
you say is important, but what you do is even more important
for reinforcing their perception of your brand quality.
Keep the lines of communication open. The goal of branding your
consulting brilliance is to convince the client that your brand
is worth their trust and worth a premium price.
5. Establish your credentials as an industry leader in the
field.
Clients like to know they are doing business with an industry
leader. Make clients aware of your consulting acumen, presence,
and commitment. Know your clients* businesses inside out - what
they do, why they do it, how they do it. Tout your firm*s
successful track record of accomplishment in working with
companies like theirs.
Build and sustain credibility with clients by strengthening your
client relationships, developing a client retention strategy,
demonstrating that you value your new clients, and going the
extra mile for them.
6. Practice consistency in building your consulting brilliance.
Stay focused on implementing the branding of your consulting
brilliance. Keep abreast of marketing trends in your profession
and position yourself as a recognized expert. Make the most of
your unique marketing proposition. Accelerate and elevate the
perceived value of your brand in the marketplace.
In short, to brand your consulting brilliance, know what you
have to offer, know how to differentiate it, and know how to
market it.
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ABOUT THE AUTHOR:
Robert Moment--Author, Business Coach and Strategist--is the
Author of best-selling book, *It Only Takes a Moment to Score*.
Founder of The Moment Group, a Small Business Coaching &
Consulting Firm, Robert helps entrepreneurs harness their
potential and soar to new heights.
Contact mailto:Robert@sellintegrity.com or visit
his web site at http://www.sellintegrity.com
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