Attracting customers and building a client base is the most challenging part of any business endeavor. New consulting practices are no different. During economic down-turns, many new consulting practices spring up, created by professionals with a unique knowledge of a given field who have found themselves out of work. Selling a new consulting service is a difficult task, but the success of the venture will depend upon the ability of the consultant to not only provide a valuable service, but to reach and convince prospective clients to contract with him/her.
The ability of a new consultant to reach out to prospective customers using personal and internet techniques may determine the ultimate success of the business. Various Affordable SEO strategies exist to use the internet for marketing purposes, but personal selling is always required to 'close the deal' with prospective customers.
Personal sales ability should work side by side with on-line marketing to get the consulting practice into profitability. In short, on line marketing can generate leads. Personal selling ability is necessary to convert a prospect into a customer.
Achieving success using the internet requires construction of a web page that the search engines such as Yahoo and Google will recognize and be comfortable displaying to those searching for information or solutions to business problems. There are three key components to a profitable and successful on line marketing effort. These are: Service Differentiation Nice Identification Active Positioning using the website and email
Differentiation is simply the part of the service that makes one different or better than competitors. Why one service is unique or better than another is to establish superior value. A new consultant must articulate the reasons she/he provides a more valuable service. This is the core of the consultant's value proposition.
Niche Identification: A key consideration for identifying a target market is evaluation of which types of companies need the consultant's services. Additionally, it is important to consider which among these types of companies have the ability to pay the consultant's fees. Many firms in recessionary times have high need for specialized services, but their ability to pay is compromised by cash flow and sales problems of their own. The consultant must make the case to a prospect that their services will result in either significant additional savings or more sales.
Active Positioning: Forming the value proposition and reaching out to the target market with personal sales and internet marketing constitutes the Active Positioning part of the consultant's sales effort.
Web pages may be developed using keywords that are central to the value proposition or describe the need facing client prospects when they need a consultant's services. For instance, a web page could be constructed around something like "Water Rate Consulting" for those water utility providers that need help controlling costs and keeping their customers happy with the fee structure. Building a web page around this term would then require the page to contain keyword phrases, page titles and headlines that contained the phrase "water rate consultants."
The local area in which the consulting service is available should also be considered. Personal trainers providing knee rehab services in Phoenix wouldn't be interested in competing for business in Dayton. Use of a city name is becoming more common in these keyword phrases and should be considered when the consulting service isn't available nationwide.
A well positioned web page can help a new consulting practice attract new customers and clients. Still, the essence of closing a sale requires the consultant to personally convince the prospect that he/she can deliver the promised value. Most consultants are quite capable of this, though and only need to reach out to more organizations needing their services.
The ability of a new consultant to reach out to prospective customers using personal and internet techniques may determine the ultimate success of the business. Various Affordable SEO strategies exist to use the internet for marketing purposes, but personal selling is always required to 'close the deal' with prospective customers.
Personal sales ability should work side by side with on-line marketing to get the consulting practice into profitability. In short, on line marketing can generate leads. Personal selling ability is necessary to convert a prospect into a customer.
Achieving success using the internet requires construction of a web page that the search engines such as Yahoo and Google will recognize and be comfortable displaying to those searching for information or solutions to business problems. There are three key components to a profitable and successful on line marketing effort. These are: Service Differentiation Nice Identification Active Positioning using the website and email
Differentiation is simply the part of the service that makes one different or better than competitors. Why one service is unique or better than another is to establish superior value. A new consultant must articulate the reasons she/he provides a more valuable service. This is the core of the consultant's value proposition.
Niche Identification: A key consideration for identifying a target market is evaluation of which types of companies need the consultant's services. Additionally, it is important to consider which among these types of companies have the ability to pay the consultant's fees. Many firms in recessionary times have high need for specialized services, but their ability to pay is compromised by cash flow and sales problems of their own. The consultant must make the case to a prospect that their services will result in either significant additional savings or more sales.
Active Positioning: Forming the value proposition and reaching out to the target market with personal sales and internet marketing constitutes the Active Positioning part of the consultant's sales effort.
Web pages may be developed using keywords that are central to the value proposition or describe the need facing client prospects when they need a consultant's services. For instance, a web page could be constructed around something like "Water Rate Consulting" for those water utility providers that need help controlling costs and keeping their customers happy with the fee structure. Building a web page around this term would then require the page to contain keyword phrases, page titles and headlines that contained the phrase "water rate consultants."
The local area in which the consulting service is available should also be considered. Personal trainers providing knee rehab services in Phoenix wouldn't be interested in competing for business in Dayton. Use of a city name is becoming more common in these keyword phrases and should be considered when the consulting service isn't available nationwide.
A well positioned web page can help a new consulting practice attract new customers and clients. Still, the essence of closing a sale requires the consultant to personally convince the prospect that he/she can deliver the promised value. Most consultants are quite capable of this, though and only need to reach out to more organizations needing their services.
About the Author:
Matthew Stone delivers Low Cost SEO and Search Engine Marketing services to businesses across the country. Assisting companies of all sizes compete for new revenue and sales using the internet search engines, Matt's company drives new business to client web environments.
