We have a blog that we have almost forgotten about. Like many other things, our enthusiasm wavers almost as soon as something loses its novelty. This character is so true to me and also, I guess, to the people who make up QC. We forget we have a blog that must be updated. We also forget that the blog (someone told us) is a great way to reach the customers and create a “brand recall”.
“Brand recall” reminds me of the so called “marketing” discussions we have been having internally. We realize that the “word of mouth” process of marketing is slow and works only when we actively ask clients to give us a reference (which we find as difficult as making cold calls). The process of marketing (from the numerous discussions we have had with magazines, peers, clients and our “not so happy” PR experience) seems a little awkward because the marketing is all paid. If everything can be “purchased”, what relevance does marketing hold? I don’t have the knowledge to comment on how marketing should be done, but as a “new user” of marketing, the process seems mechanical- “you can get what you can buy”. Today, most things can be bought – from advertising space, to article space, to speaker space and even invitations to conferences. There seem to be power centres everywhere (people or money) that dictate what will be marketed or who will be given opportunity. In this whole space of “marketing”, so far, I have not experienced any platform that evaluates us or gives us an opportunity for our credibility (against the quality and richness of our work or experience). I have also not found a platform that allows me to network with potential clients. The usual networking forums seem dominated by the “regulars” who have close personal associations with each other. In the sea of the “regulars” and the hordes of “consultants”, I am just a visiting card. There is no space to have a conversation (unless you know a “regular” or “powerful” someone) or to hear an interesting conversation. There is no fun in the process, unless, of course, I am happy being a “visiting card”.
Where does a small, niche consulting company like us get opportunities from? Meeting requests from emails don’t work (99.99% no response is received); neither does phone calls (no one picks up extensions, no secretaries/receptionists help to connect). I don’t believe adverts work- I need meetings- an opportunity to personally meet and share our insights/service range.
It sounds unreal, but getting a meeting, through a cold call is a 1: 50 chance and the conversion time (from request to meeting) could be 6-12 months (this is true if we want to meet a key decision maker – like the Head of HR or a sub-function leader). How will we get an opportunity to be evaluated, if we are not even met with? Why does a meeting request take forever to generate a positive response? Are people so busy? Or do they need a “powerful other reference” or “dire need” to give emerging players an opportunity? I don’t have the answer but I know this frustration will be shared by several other peers.
I don’t know why it is considered acceptable to have unresponded emails/meeting requests or why a receptionist or secretary is not allowed to help schedule a meeting. I am wondering if it is “we” or “our email formats” that don’t work? I would be happy to have someone teach us the trick.
Today I have 100% repeat business and we have added real value to our client’s assignments, maybe the answer is to seek references. From a personal meeting to conversion (depending on how clear the customer need is), the conversion is 1:2 and the time frame is 1:3 or 1:6.
The challenge is to generate meetings. Does anyone have ideas?
“Brand recall” reminds me of the so called “marketing” discussions we have been having internally. We realize that the “word of mouth” process of marketing is slow and works only when we actively ask clients to give us a reference (which we find as difficult as making cold calls). The process of marketing (from the numerous discussions we have had with magazines, peers, clients and our “not so happy” PR experience) seems a little awkward because the marketing is all paid. If everything can be “purchased”, what relevance does marketing hold? I don’t have the knowledge to comment on how marketing should be done, but as a “new user” of marketing, the process seems mechanical- “you can get what you can buy”. Today, most things can be bought – from advertising space, to article space, to speaker space and even invitations to conferences. There seem to be power centres everywhere (people or money) that dictate what will be marketed or who will be given opportunity. In this whole space of “marketing”, so far, I have not experienced any platform that evaluates us or gives us an opportunity for our credibility (against the quality and richness of our work or experience). I have also not found a platform that allows me to network with potential clients. The usual networking forums seem dominated by the “regulars” who have close personal associations with each other. In the sea of the “regulars” and the hordes of “consultants”, I am just a visiting card. There is no space to have a conversation (unless you know a “regular” or “powerful” someone) or to hear an interesting conversation. There is no fun in the process, unless, of course, I am happy being a “visiting card”.
Where does a small, niche consulting company like us get opportunities from? Meeting requests from emails don’t work (99.99% no response is received); neither does phone calls (no one picks up extensions, no secretaries/receptionists help to connect). I don’t believe adverts work- I need meetings- an opportunity to personally meet and share our insights/service range.
It sounds unreal, but getting a meeting, through a cold call is a 1: 50 chance and the conversion time (from request to meeting) could be 6-12 months (this is true if we want to meet a key decision maker – like the Head of HR or a sub-function leader). How will we get an opportunity to be evaluated, if we are not even met with? Why does a meeting request take forever to generate a positive response? Are people so busy? Or do they need a “powerful other reference” or “dire need” to give emerging players an opportunity? I don’t have the answer but I know this frustration will be shared by several other peers.
I don’t know why it is considered acceptable to have unresponded emails/meeting requests or why a receptionist or secretary is not allowed to help schedule a meeting. I am wondering if it is “we” or “our email formats” that don’t work? I would be happy to have someone teach us the trick.
Today I have 100% repeat business and we have added real value to our client’s assignments, maybe the answer is to seek references. From a personal meeting to conversion (depending on how clear the customer need is), the conversion is 1:2 and the time frame is 1:3 or 1:6.
The challenge is to generate meetings. Does anyone have ideas?
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