Focused Marketing: CRC
If you want to strip away all the non-essentials, think about CRC: Credibility: The ability to instantly convince people that you possess the requisite expertise, by what you've already produced in terms of intellectual property, publishing, and word-of-mouth, as well as
That’s Just My Assertiveness Talking
I don't believe humility is the road to success in consulting. Nor do I believe belligerence is the route. I do believe an assertive self-confidence wins the day. We have to be able to challenge our buyers' viewpoints, provide new ideas,
Formula for Value-Based Fees
Here's a formula for establishing fees of major projects: Tangible Outcomes X Annualization Intangible Outcomes X Emotional Impact Peripheral Benefits + Improved Variables ___________________________________ = ROI Fixed Value Based Fee Basically, your monetized outcomes (e.g., increased sales, decreased costs, etc.) times the duration of the benefit;
Accounting Firm Doubles Size With One Sale
Here are some kind words from old buddy and client Rob Nixon in Australia who just helped one of his clients double his firm size with a $900,000 contract using value based fees: A big thank you to my friend Alan
What Is Your “Angle of Innovation”?
How innovative are you? Do you have the "right angle"? © Alan Weiss 2013
Myths
Don't allow yourself to be misled or undermined by baseless myths in our profession. Examples: • The summer is dead, don't bother marketing. The thought that businesses stop and all senior people disappear for 90 days may be somewhat true in
Leader or Follower?
There are three main elements in a healthy consulting business: Eliciting and following up on leads. You must make your way to a genuine, economic buyer, in an organization that can truly use your value. In your "pipeline," leads should be continually
Don’t Bite When It’s Not Necessary
Bentley has a bite pressure of approximately 300 pounds, more than a pit bull, less than a Great White Shark (600 pounds). Of the canids, the wolf hits about 400. I report this because Bentley (and Buddy Beagle) will play by
Three Dimensional Marketing
Think of one, two, and three dimensional contact. Email is one-dimensional, the phone two, and in person is three. Here are three-dimensional options for marketing in order of quality of lead and probability of a meeting and business: 1. Referral business 2. Commercially
The Power of Language
Learn and practice examples and metaphors that will solidify your points and/or rebut objections. Some examples for you: • We're a large complex organization, it would be tough for a solo consultant to help us. Response: All you need is momentum, not