No One Truly Wants to Hire a Consultant And 8 Other Laws of Strategy Consulting
Occasionally, I speak with other consultants starting their practice, and I even thought some of these laws might be useful for others to hear in sales or client service.
1 - Trust Is Your Only Currency
Many people think that when they start a consulting business, they must be the foremost expert in an arena.
It's not true. Most people just want to find someone they can trust because they already know there is no one right answer.
2 - The Client Always Has Other Options
Just because a Client is speaking with you doesn't mean they are in the market for a real consulting engagement. Perhaps they just needed to get something off their chest.
3 - If You Can Solve the Problem in a 30 Minute Call, It Wouldn't Have Been an Engagement Anyway
Many consultants fret about how much to reveal on a call, because they think their knowledge is their product.
It's not. Your real product is your process. Besides, if you can solve all of the dimensions of a client's issue in a 30-minute phone call, go ahead and do it. You will have gained trust, and when the client has a more serious issue, they will remember it.
4 - If You're Selling, You're Failing
Personally, I find that if I think I'm selling, then I am already failing. My job is to be so good at marketing, that 90% of my sales process is done before the call begins. Then, my only real job is to clarify fit, and determine if I feel the client is truly ready to engage.
5 - Don't Wait for the Client to Ask
If there is an elephant in the room in a call, better for you to bring it up than the client. Then you can position the issue on your own terms rather than wait to be on your heels.
6 - Don't Bill Hourly
It's disrespectful to your own time, and the client's time. Think about it this way. If you are the person who can be brought in to prevent a bridge from collapsing, then no one asks that person how long it took them to diagnose the issue. They give that person millions of dollars and thank them for the privilege of working together.
7 - Marketing is Oxygen
One of the most common reasons for a consultant to give up is that they aren't marketing enough. If you are focused on the current job, you aren't focused on the next one. What happens when the project ends?
8 - Ask the Client "Who Wants to Hear It?"
A great question I love asking potential clients."Let's assume we work together, and I give you a list of the 25 things that aren't going so well. So what. Who wants to hear it?" If there is no one on the other end ready to take action, perhaps you shouldn't start an engagement.
9 - No One Wants to Hire a Consultant
No one wakes up in the morning saying, you know what this company needs? Another set of recommendations from an outside consultant.
On the other hand, absolutely everyone wants a trusted advisor.
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