How to Establish a Unique Brand in the Consulting Profession: Powerful Techniques for the Successful Practitionerby Alan Weiss
As an experienced consultant, you'll find this unique book an invaluable aid in establishing the leverage needed to bring highly-qualified prospects and new business to your doorstep. Written by Alan Weiss-an internationally recognized expert in consulting and marketing and author of the best-selling book, Million Dollar Consulting—this essential/i>… See more details below
As an experienced consultant, you'll find this unique book an invaluable aid in establishing the leverage needed to bring highly-qualified prospects and new business to your doorstep. Written by Alan Weiss-an internationally recognized expert in consulting and marketing and author of the best-selling book, Million Dollar Consulting—this essential resource, the second book in The Ultimate Consultant Series, will help you develop the skills you need to achieve valuable brand recognition quickly and effectively.
In his typical pragmatic, no-nonsense, and highly-entertaining style, Weiss outlines ten critical branding lessons including
- Branding is about passion, emotion, and visceral impulse-not about cold, hard facts.
- The action that must be generated by the brand association is a purchase.
- Identify exactly which buyer you want to appeal to.
- A brand must serve as a template for future actions and present conduct.
- A powerful brand can repel as many people as it attracts. Aim to attract your buyer and repel non-buyers.
- Effective brands are selective and elite and are accessible only to those with superior taste/ability/circumstance/intelligence. Such branding doesn't actually discriminate, but merely creates the perception of elitism.
- A brand by any other name would not smell (or sound) as sweet.
- There are times when a name says it all.
How to Establish a Unique Brand in the Consulting Profession will help you create a brand that will make you "Number One" in your particular areas of excellence, no matter how broad or narrow. And, perhaps worth the price alone, the book offers a glimpse into the important trends that are shaping the future of branding.
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Read an Excerpt
No one in his right mind places investments with the obnoxious caller at 8: 30 in the evening who barges into his home life to announce that there awaits him rare titanium futures for a mere $40,000 investment sent to a post office box in Hoboken, New Jersey. No one in her right mind would buy consulting services in that manner, either, yet that's how most consultants insist on selling them.
Look at almost any consulting firm's promotional literature or website, and you'll find one of two approaches. There will be unrelenting claims of tremendous competence and capabilities, and exhaustive descriptions of methodologies, approaches, technologies, and models. Or the approach will be so "soft" and generic--and otherwise vague--as to produce confusion as to whether this is a consulting operation or a storm door company. In either case, what's in it for the potential client is largely conspicuous by its absence.
But this book isn't for those consultants. It is for the successful professionals who understand that acquiring business is about convincing the prospect that a partnership will improve the latter's condition by a huge multiple of whatever investment is required. I would hope that the reader has already completed the keystone book in this series, The Ultimate Consultant. But, in any case, whether you are a large firm partner, a small firm owner, or a solo practitioner, you should be someone constantly searching for a better way to attract customers to you, to develop a word of mouth about your expertise, and to create the "gravity" that draws others to your firm.
No one cruises the highways to read billboards, and no one seeks out consultants in order to read their promotional materials or glorified self-praise. George Odiorne wrote once that "the successful man is one who has objective interests which absorb him, thus making him an object of interest to others." This book is for men and women who want others to seek them out because they have created a great interest in who they are and what they do.
Alan Weiss, Ph. D.
East Greenwich, RI
What People are saying about this
—Robert L. Carothers, president, The University of Rhode Island
"Alan Weiss should be branded as The Consultant's Consultant! His new book, How to Establish a Unique Brand in the Consulting Profession, is another proof of the value of his insights into the marketing and strategy of the consulting profession. He's right on the mark in terms of what consultants typically don't do and certainly need to do to succeed."
—William C. Byham, chairman and CEO, Development Dimensions International, Inc. (DDI)
"Alan provides practical advice on how to build a brand from someone who's done it over and over again. He provides useful guides for practitioners to successfully create their own brand. It's a refreshing and stimulating read with high payoff for those who take his advice and then deliver!"
—Marilyn Martiny, Hewlett-Packard Company
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