The words we use can evoke unintended responses, perhaps because of the listener's pre-conceived notions or past experiences. For example, some clients might have good reason to react negatively to the word "consultant."
In a Management Consulting News interview, I talked to author and marketing expert, Jeffrey Fox, about how consultants describe themselves. Fox had this to say:
"To begin with, the Rainmaker does not use the word consultant. There are a lot of companies that say they don't use consultants. Then you ask do you do your own accounting, your own legal work, or pension management? They all use consultants and, frankly, they should because they don't want to be in those businesses. I think consultant can be a bad word. For that reason you are much better off being an expert in something, rather than a consultant."
Obviously, you can find scores of rainmakers who do call themselves consultants. But clients are paying for expertise and an outcome. Does your title convey, in a meaningful way, what you do for your client?
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