By Marjorie Brody, MA, CSP, CMC
How do you make a name for yourself in this crazy, me-too marketplace? Simple. Be your own best marketer. My book, 21 Ways to Springboard Your Speaking, Training & Consulting Career (Career Skills Press) outlines time-proven methods to make a name for yourself and be successful. Whether you are a beginner or veteran speaker or consultant, you can apply many of these strategies to get your foot in the proverbial client door. Here are eight points to ponder:
- Pursue speaking opportunities. This is a great way to inform prospective clients about your goods and services. You never know who might be in the audience. Every audience has potential clients. Keep your business card in your pocket and tell the group you will be available for follow-up questions at a certain time and place outside the conference room. A satisfied audience member may turn out to be your next client. Follow up on any leads generated within two business days.
- Become a local expert. Call TV and radio stations and offer yourself as a guest. Write and send news releases to the local media letting them know about special events and awards. Write letters to the editor and other commentary pieces for newspapers and magazines. Getting your name "out there" is essential. Clients like to deal with "experts."
- Write. Write articles, books, or if you hate to write, be interviewed by professional writers. Writing a book does not have to be an onerous task. Many of your articles can be compiled into chapters. Many authors who have already published books are looking for co-authors or people to contribute sections in their books. Getting your name in print in magazines and writing a book can reap huge rewards. The phrase "published author" before or after your name can open many doors.
- Create products that keep your name out there. Products are useful as public relations tools, client gifts and as a means to create passive income. In addition to traditional products like books, tapes and videos, create a newsletter. Whether monthly or quarterly, newsletters can be sent to current clients and prospects. The more valuable the content, the more the newsletter will be valued. You can also create various logoed specialty advertising items to use as corporate gifts and to keep your name and number visible. Good examples of these products are office-related items like paperweights, computer mousepads, and calendars.
- Become a resource for your clients and prospects. As a consultant or speaker, make clients aware that you can be considered an extension of their efforts -- a branch office of sorts. Remind them that you are only a (toll-free) phone call, fax or e-mail away. Tell clients and prospects that signing on with you provides them with a value-added service they will not find elsewhere - the ensure this is true. Always research information that you don't know. Tell them when you will get back with answers, then keep the promised date. Be truthful. If you can't find something or get the answer, don't make promises you can't keep. Clients will respect your integrity. Consider offering select services for free - for longstanding clients as part of a special promotion. Give discounts on product orders. Have a network of colleagues to refer to when a client has a need you can't fill. You will get gratitude from a happy client and colleague.
- Be flexible, polite and easy to work with (your staff, too). People don't want to do business with those who treat them badly. It is imperative that you and your staff demonstrate good customer service. Ask your clients for feedback on your company and services. Find out if there any problem areas and address them quickly. Be responsive to client needs. Regularly check voice mail and e-mail, and respond to any messages promptly.
- Cultivate, build and maintain relationships. Remember that today's refusal could be tomorrow's client. Treat rejection gracefully and always be polite. Deliver more than you promise. Go the extra step. Host picnics or open houses and invite clients and prospects. This can be done at the holidays as a "thank you for your business" or any time during the year to recognize your clients. Know your client or prospect's business. Always send clients copies of anything relevant to their industry. They will appreciate the gesture.
- Be persistent and tenacious. Remember that most businesses need time to grow. Don't get discouraged easily. Balance your work and marketing efforts. When you market, no income is produced. When you work no marketing occurs. Don't forget that business should be fun. When the work and business becomes a burden, you won't be doing quality work and your clients will notice. "No" doesn't always mean "never." When a prospective client says they are not interested in you or your services, don't assume that the door is closed forever. Keep their name on file and contact them six months later. Many times the person in charge changes or there's room in the budget for a consultant.
About the author: Marjorie Brody is an internationally recognized expert and motivational speaker on career enhancement and corporate etiquette who connects people to potential. She has dedicated herself to the art of effective communication and to helping individuals recognize the power they have within for unlimited success. Marjorie can be reached directly at (215) 886-1688 or send her an e-mail at brody@BrodyCommunications.com. Or for further information, check out her web site at http://www.MarjorieBrody.com.
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