As intangible service, consulting business marketing is of most difficulty in the world. Consulting marketing strategy relies not on 4PS, but on emotional aspect of human natural, on trust and bilateral relationship. The propensity and essence of business consulting marketing laid greatest obstacle for consulting business in China.
For a business consulting company to survive, building up potential client is most urgent thing, and some marketing strategy should be designed, in order to contact with clients and establish trust relationship. Because prejudges hold by Chinese corporates, they usually feel reluctant to hire consulting company to solve urgent problem. So for most important thing to do in Chinese business consulting marketing is preaching and teaching for purpose of change ideology of client and get contracts. Duo to marketing competition, some Chinese consulting company design some deceptive training courses to attract CEO attention and even alter their preconception, and even design package of business consulting product to promote. The above said package is over marketing and promised can solve all problem for client, which be destined to make client dissatisfaction and even outrage. Other way of business consulting marketing is looking for rent, especially for the potential consulting occasion in state-own enterprise. Actually, before bidding process, the winning bidders is decided among all bidders. Lacking of talent expert in service marketing, Chinese consulting firm seldom use research paper, published article and even seminar broadcast as powerful marketing weapons.
This gimmick used during initial phase of business marketing prevent Chinese consulting firm truly understand client need and damage reputation of whole business consulting industry.