Prospective clients rarely look for consultants until they have a pressing need. In other words, ‘we just can’t do it ourselves; let’s get outside help fast.’ A recent client admitted that his team had been spinning its wheels trying to resolve a complex transportation problem for three years before they hired consultants and gave them four weeks to come up with a solution. They did.The point is that, when most clients are in the market for help, they want it yesterday. And they want the best consultants they can find, at an affordable price. So, take the time to define what makes you the best consultant a client can find.
Many consultants mistakenly believe that by defining their expertise broadly, they’ll appeal to a wider audience and land more clients. The less specific you are, the less likely it is clients will think of you when they need help.
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