What Clients Want

When clients evaluate consultants, they review qualifications, references, and the consultant’s case studies. But they also need answers to specific questions. Meet these questions head-on and you’ll be a step ahead of your competitors:

Can you deliver the promised results?
It’s not enough to assert your ability to deliver. You must prove it.

Who will actually do the work?
Consultants are notorious for changing the players on their teams, and clients are rightly concerned about this. Be completely forthcoming with the details of your staffing plan.

What are the risks of the project?
Some consultants downplay a discussion of risk for fear of jeopardizing the sale. Risk is always on the client’s mind, so get the subject on the table as early as possible.

How will the consultants interact with us?
Client decision makers want to know how the consultants plan to work with their people. Clarify the roles, expectations, and time commitments for the client’s team members. And clarify your working style.

Can the consultant keep fees under control?
Every client’s nightmare is a consulting project that runs amok. Whatever fee arrangement you’ve made, the client wants assurance that you will meet the project goals within the budget.

It’s best to be explicit with your responses. Even if a prospective client doesn’t articulate these questions outright, you still need to answer them. It’s what clients want.