New Normal Marketing


Had too many e-mails prescribing the tactics you should use next year to fill your marketing funnel/pipeline/sales telegraph.

Me, too.

What you need to do is what works for you.

There is no reason to change because some self-proclaimed expert is pitching what they believe is trendy. It is better to heed your own council and to do what serves your strategy.

State our strategy and keep track of your successes and your failures.

  • Write down the instruments you are using
  • Note the clients that came to you from each and their value.
  • Analyze the pattern and then delve into the specifics of the most successful.

That is part of what we compile in our Annual Consultant Marketing Survey for the industry. The study results are useful for Consultants, Coaches and Independent Professionals in all industries.

Trust is the single most important component of all Consultant Marketing.

That was true in our first survey and proven again in the 2021 survey. Greater intimacy in their business development process allowed older firms to stay in business and increase their market share in 2021.

Overall, those that have stayed in business are resilient.

About 60% of firms noted increases in business due to shifts in marketing strategy. Greater intimacy in their business development process allowed older firms to stay in business and increase their market share

Referrals Continue to be the marketing mainstay of successful consultancies. Referral marketing increased in 2021. Networking and Direct sales both more than doubled in use over 2020 while internet marketing declined by about a third.

The most successful consultants concentrated their marketing efforts in the areas that provided the most contact with clients and prospects.

It works. It is the way from Credibility to Cash TM.

And so it goes.

Jerry Fletcher is a sought-after International Speaker, founder and CEO of Z-axis Marketing, Inc. See Jerry’s speaker demo reel.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing advice that builds businesses, brands and lives of joy.

Credibility to Cash TM is his latest way to share experiences so you can take your business up a notch…or two. Get the Newslog at his consulting site.


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About Jerry Fletcher

Jerry is the CEO of Z-axis Marketing, Inc. which he founded in 1990. He is an expert at business development and has changed the way the way new business is acquired and introduced on three continents. He is known to meet with clients in dining rooms and boardrooms. He stopped counting successful introductions of new products at 207.