Why your Marketing must be Consistent and Indirect
In the book “High Income Consulting” by the late Tom Lambert, the author had the following to say:
“The so – called window of opportunity is open only briefly as an organisation’s priorities change. When a potential client recognizes the need for services which you supply, yours must be the name they know. Your marketing, therefore, must be CONSISTENT and INDIRECT, aimed specifically at making you well known to ALL your prospective clients”.
In my years of helping business owners and professionals discover ways to grow their business, I’ve seen many who sat around waiting for rain. They would wait by the phone, hoping a prospective client would call or come to the business. Their attitude seemed to be a combination of passive hope and resignation. They hope someone will do business with them. They hope that others will initiate contact with them. They seem resigned to whatever business floated their way.
Others, including some of the most successful, took positive action “to make it rain”. These are the ones who made calls, ran ads, got out of the office to make their own contacts. Through their activity, these business professionals created opportunities for new business.
Marketing by definition is a system implying that it should be all of the above. You have to find methods that will work for you in the long term and in the short term, using vehicles ranging from public speaking engagements to suitable audiences to using Social Media to your own advantage.
My Marketing your Consulting Practice workshop on the 27th June will provide ample opportunity for consultants to deepen their learning as marketing strategists and strengthen their consultancy marketing skills.