By Michael W. McLaughlin, Contributing Editor
As consultants, we rely on marketing communications to get the initial attention of prospective clients. Your hard marketing work helps you open a dialogue with a prospective client.
Before you can close any sale, though, you must pass the final test and prove that you are truly different from anyone else. That’s about creating the ultimate differentiator--personal differentiation.
When The Spotlight Shifts To You
When a prospective client contacts you, whether as the result of a referral or because that client learned something that made you sound promising, you have an opportunity to shine. Now, it's up to you or your team to convert that opportunity into an assignment, and that's when your interpersonal skills come to the forefront.
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