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More than 83 % of independent advisers use any of following names or combinations:John Dow and the company.
J. And ? partners.
Dow's group.
John Dow and partners.
Nonsense of such practice is obvious. First, your name has no value, unless at it the same status, as at Henry Kissindzhera or Tom Cruise. Secondly, such name of your company on the card will always raise at the potential client of the doubts concerning that, than, devil take it, you are engaged. And the last – this approach in the spirit of "Dzheneral Motors" you will deceive nobody. All know that in 99 % of cases there is no "group" or "partners" literally a word. It is known that the word "partners" means only that if you will face the project which part demands experience which at you is not present you know to whom to call. Therefore do not write it! If Buz-Allen is necessary to the client, he first of all and would call it. The independent expert-expert who is not demanding a high overhead charge who could solve operatively its problem in a characteristic manner for it is necessary to it. The motto of sales of the manufacturer, exposed in front of the chamber, – «image – all!» – bosh. Such image will lead only to that the potential clientele remains in a shade (is possible also the boomerang effect).
The name of your consulting agency in accuracy, simply and directly should speak about a sort of your employment.
Here one more gregarious way which is used by newly made advisers when it seems to them as if it is very important. They will necessarily unpack thousand copies of expensive quadricolour brochures advertising their services, rent the list with post addresses thousand organisations and will make dispatch.
CASE FROM PRACTICE
M. ?, the beginning adviser for financial questions, has saved $15.000 to begin the business. For drawing up of the prestigious brochure drawing attention it has employed the graphic designer and the perfect expert in advertising. Rented the list of those whom considered as the most important potential clients in the target market. Has unpacked 20.000 copies and has involved for their distribution post service. It has devastated weigh its budget. Results of the action have appeared zero! When it have asked, why he has chosen this method of marketing, he has told that in the special book has read, as if the given approach the best. ?. ? now again works on someone another. He and has not understood what to find a commodity market for consulting – some kind of art.
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