Marketing Consulting Services for the 21st Century – Part 4: Needs Analysis

I’m going to publish a series of posts on the topic of marketing strategies for consultants. Many consulting firms have been either directly or indirectly impacted by the economy. In order to survive and even thrive, effective marketing strategies that embrace the dynamics that currently exist must be implemented. This is Part 4 of the series. (Part 1, Part 2, Part 3)

The Importance of Listening

I learned the importance of listening in direct marketing. Tracking response to marketing campaigns is an essential component to any professional marketing campaign. Due to the commission-based compensation of most sales professionals, detailed information is gathered regarding what products or services are sold and why. In addition, larger companies have customer service departments which carefully document feedback from customers. All of this data is utilized by savvy company management to determine how best to proceed. For a smaller firm, without professional marketing, sales and customer service staff, rarely is this information captured, let alone analyzed, in a systematic way.

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Gary Vaynerchuk on the Importance of Personal Branding

Update! Gary V just announced on Facebook that if you purchase either Crush It! or pre-order his new book, The Thank You Economy, to email him the receipt at gary at vaynermedia.com. Not sure what he has planned, but as I mentioned, Gary really cares about people – this could be very interesting…


Gary Vaynerchuk is a force of nature. Like thunder – not harmful, but really hard to ignore. I’ve written about him before on the topic of passion, and regarding work-life (or as he put it, work-work) balance.

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The Elevator Pitch

According to Wikipedia, “an elevator pitch or elevator speech is an overview of a product, service, person, group or organization, or project and is often a part of a fundraising, marketing communications, brand, or public relations program.” The term is based on the hypothetical scenario where one is afforded the opportunity to pitch their product/service/brand to a potential client/investor during a chance encounter in an elevator.

Unless your marketing campaign is based on riding elevators at the offices of all your potential clients, the chances of meeting a potential client in an elevator are not statistically viable. Although hypothetical, the concept isn’t without real-world application however. You may not meet a prospect on an elevator, but you might run into them in another situation, such as a networking event. Social rules dictate that exploiting the opportunity by launching into a 30-minute sales presentation is decidedly not cool. So instead, assume you have 30 seconds to make your best case.

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Marketing Consulting Services for the 21st Century – Part 3: Market Research

I’m going to publish a series of posts on the topic of marketing strategies for consultants. Many consulting firms have been either directly or indirectly impacted by the economy. In order to survive and even thrive, effective marketing strategies that embrace the dynamics that currently exist must be implemented. This is Part 3 of the series.

Market research and marketing research are often used interchangeably, but according to Wikipedia, this is an amateur’s mistake. Whatever, results matter – not jargon.

Market research “is any organized effort to gather information about markets or customers.” Marketing research “is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior.” For the purpose of this exercise, both are important, in my opinion.

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Announcement: AECForensics.com is the source for Architectural, Engineering and Construction News

Below is a quote from the announcement at AECForensics.com: After a lot of work behind the scenes, I’m proud to announce that More From Less is now fully operational. I have scoured the internet and continue to do so daily, selecting and curating the content that appears here. Since no other website has risen to … Continue reading Announcement: AECForensics.com is the source for Architectural, Engineering and Construction News

10 Cheap But Effective Marketing Tips For Today’s Realities | legalmarketingblog.com

This is an excellent list of marketing techniques that every firm should be implementing. Start a blog (but make sure your are committed to regular, weekly posts. Get other lawyers in the firm or practice group to agree to contribute on a schedule); Make sure marketing and business goals are aligned (too often they are … Continue reading 10 Cheap But Effective Marketing Tips For Today’s Realities | legalmarketingblog.com

It is the Message, not the Method

“Put. That coffee. Down… Coffee’s for closers only.” from Glengarry Glen Ross Marketing, business development, client development, advertising, social networking, blogging, direct mail, outbound and inbound marketing, rainmaking, etc. Different terms used to carve out job descriptions and niche consulting practices in the marketing landscape. But isn’t the desired outcome the same – to help … Continue reading It is the Message, not the Method