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Brand Your Consulting Brilliance
Today's competitive marketplace for consulting services is no longer responsive to the marketing strategies that worked in the past. The services you provide should speak volumes about your consulting business. Think about what happens when you hear phrases such as "the ultimate driving machine," "don't leave home without it," and "just do it." Chances are good that you can immediately associate them with BMW, American Express, and Nike. These companies have mastered "brand brilliance." Brand your consulting brilliance because the future of your business depends on it. There's an old adage, "Perception is reality." Simply stated, the perception of a brand lies in its ability to influence a client's behavior. When you have successfully branded your business, in the client's eye there is no service in the marketplace quite like your service. All consulting businesses should have a distinct, sustainable, and competitive advantage to differentiate their services from the competition. I call this process of identifying your advantage "Brand Your Consulting Brilliance." Here are six simple steps to brand and differentiate your services in the new economy. 1. Think client focus first. Create a client questionnaire so clients can rate the performance of your services. You want them to tell you how you're doing and what you can do to serve them better. It's also a way to discover what challenges they are currently facing. Be relentless in your client retention efforts. 2. Discover a distinct advantage that will set you apart from competitors. Communicate these messages reinforcing your unique marketing proposition anytime you have an opportunity to write or speak about your consulting firm and what you have to offer to prospective clients. 3. Generate publicity. 4. Promote a powerful perception of quality in the client's
mind. Keep the lines of communication open. The goal of branding your consulting brilliance is to convince the client that your brand is worth their trust and worth a premium price. 5. Establish your credentials as an industry leader in the field. Build and sustain credibility with clients by strengthening your client relationships, developing a client retention strategy, demonstrating that you value your new clients, and going the extra mile for them. 6. Practice consistency in building your consulting brilliance. In short, to brand your consulting brilliance, know what you have to offer, know how to differentiate it, and know how to market it. Robert Moment is a best-selling author, business coach, strategist and the founder of The Moment Group, a consulting firm dedicated to helping small businesses win federal contracts. He just released his new book, It Only Takes a Moment to Score, and recently unveiled Sell Integrity, a small business tool that helps you successfully sell your business idea. Learn more at: http://www.sellintegrity.com or email: Robert@sellintegrity.com.
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