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The Forgotten Marketing Approach

By Michael Zipursky

Caring for your consulting clients is marketing. You may not know it to be. It may not be in the usual sense. But it is.

The American Marketing Association provides this definition of marketing:

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Yeah, I know…it’s a long one.

But read through that a few times and the general gist of what they’re saying is that marketing is about creating, communicating, delivering and providing value to clients and prospects.

Caring for your clients doesn’t mean you’re giving them a big hug at every chance you get.

Caring means they know you care.

You care about them. Their business. Their interests. Their profits.

It means you help and support them at every reasonable chance you have.

Caring is going out of your way for clients and doing something for them that others won’t.

Caring is listening to them rather than talking over them.

Caring is when you tell them something they may not want to hear or may jeopardize your work…but it’s in the best interest of their company.

So what’s marketing got to do with caring? Simple. By caring you separate yourself from the rest of the pack.

Most people don’t ‘really’ care. They pretend they do. They say they do…but watch their actions closely and rare is the time you’ll really find someone that cares.

Be that person. Stand up and become that consultant that cares.

You’ll be the obvious choice for your clients. And they’ll have no hesitation in recommending you to others.

That’s value. That’s marketing.

9 thoughts on “The Forgotten Marketing Approach

  1. Chris says:

    Such a great post. Not enough people talk about this and more really should.

    • Chris – thanks for your comment and glad that you enjoyed the post! You’re right, not enough people do. And judging by the replies so far maybe it’s not a popular topic. Regardless, I think it’s a very important one and that more consultants would be better off if they applied it in their own businesses.

  2. Anonymous says:

    Great Post Michael.
    Most marketers won’t comment because they don’t realize is exactly what you wrote, marketing is caring and giving value. Most marketers today thing that marketing is sales. It’s about showing them the solutions that you offer, not selling them on the solutions that you offer

  3. thanks Michael – absolutely a differentiatior. Caring is remembered and provokes a client to give referrals… win win for all

  4. Subhojit Nath says:

    Clients bring us business ,it is for them that we are here so they should be our first priority , but going out of our way to help them may not be possible all the time especially when a company is trying to grow and has less resources than required. Developing new ideas and new ways to add value to their services may be more important ( from marketing point of view) than catering to every minute need that a client can have .Even then it cannot be denied that the key to a sutainable growth for a company is maintaining a very strong relationship with its clients

  5. Service providers ie. consultants inherently believe they are able to judge people well. But if their judgement is based on what will work to get the customer to sign on the dotted line rather than assessing the customer’s needs and being honest about the ability to service those needs, then the consultant is doing herself and her customer a disservice. Understanding one’s own values, attitude and personality is a necessary prerequisite for a successful career. Gary Cohen,lawyer, Cohen Buchan Edwards LLP

  6. PA says:

    The things unseen are those that bare fruit on the long run. Caring for your clients is one of those things. Great article.

  7. Mary says:

    The article sounds like it may be referring to clients that you have already won. Part of showing them that you care is to encourage your employees to care about the work they do and to take ownership of the client as well. It is something that I have found is sometimes lost depending on the size of your company.

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