Issue link: https://htpgraphics.uberflip.com/i/392122
12 them and how may they benefit clients? Consider the offering within the competitive environment represented by the client's own resources, other research organisations and professional consultancies. Develop some form of marketing statement that combines distinctiveness with brevity. This can be used in written marketing material such as websites and in oral form. It is called an 'elevator pitch' i.e. what captivating things would you say about your service in the time you might have in a lift ride with someone. It is a succinct and very persuasive summary of your offering. You will need to have a ready answer when a prospective client asks, "What do you do?" This core understanding underpins the whole of your marketing efforts. Needless to say, it takes considerably more effort to create a brief statement than a long one! Promoting Expertise The next step is to convey your key marketing message actively to the marketplace. You will already be used to some promotional methods because they form part of your research dissemination activities although not done with the marketing of your consulting expertise in mind. Other techniques will be new to you. Here are some ideas: Networking Probably no form of marketing is more important in consultancy than networking. The idea that, 'It's not what you know, but who you know', contains a high degree of truth. Success in consultancy depends on uncovering needs that your skills can address, and having an extensive and good-quality network is an important part of this. The concept of networking has considerable mystique. However you will already know instinctively that it is necessary to make personal contacts to promote your expertise. Networking is simply being active and effective in marketing your services in various ways, usually through events and personal approaches to others. It is important to remember that everyone has a network. These are simply the people that you know, each connected to the set of people that they know, etc. You will be looking to use, maintain and extend this network to maximise your chances of finding work, and will be concentrating on individuals who have, or have access to, connections in appropriate industries. Marketing Section 3