Consulting is considered one of the most profitable professions, and is one of the last to remain unregulated. As a result, it attracts a variety of firms and people who often exaggerate their capabilities in an effort to gain attention and attract business. Authors Jay Conrad Levinson and Michael W. McLaughlin succumb to the same problem as consultants who promise their clients too much. The "breakthrough tactics" they advertise on the book’s front cover never quite materialize and the promise deflates the sound advice they do provide. The first two-thirds of the book addresses "guerrilla marketing," a term used to sell other books, but not particularly apt for the familiar tactics here. However, the authors provide a good rundown on some solid, well-accepted components of marketing, such as public relations, advertising, surveys, books, speeches, Web sites and pro bono work. They teach good management, which can transform and re-energize these tactics. Things pick up a little in the final third of the book as the authors discuss sales techniques, including pricing, dealing with competition and preparing a proposal. getAbstract.com suggests this useful (if not warrior-like) book to beginning marketers and consultants, and to the owners of small consulting firms.
In this summary, you will learn
- The six main guerrilla marketing techniques you can use to build new business as a consultant; and
- How to sell your consulting services profitably.
About the Authors
Jay Conrad Levinson is chairman of Guerilla Marketing International, a consulting firm. He is the creator of the Guerrilla series, and a former vice president and creative director at J. Walter Thompson and Leo Burnett Advertising. Michael W. McLaughlin is a principal with Deloitte Consulting and has more than 20 years of consulting experience.
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