By Michael W. McLaughlin
As the cashier handed me my change, I asked about the name tattooed across her knuckles. “That’s my daughter’s name. She’s the center of my life and I want everyone to know,” she told me.
My first thought was how painful it must’ve been to have each of those letters tattooed on sensitive fingers. Then I was struck by the power of that tattoo to clearly communicate the cashier’s perspective and commitment.
I wouldn’t suggest that consultants start tattooing themselves to show the world what’s important to them. But you can almost always find ways to sharpen the clarity of what you do, believe, and offer to clients. And that clarity of purpose will help differentiate you in the market.
Clarify Your Purpose
We live in a world of short cuts. That’s especially true when we process new information. When visitors look at a web site, for example, they instantly categorize what they see to decide if there’s anything worth reading.
In fact, one study shows that site visitors will read only about 20 percent of the text on a web page before moving on. In response to this reality, many consultants load up their home pages with descriptions of their “unique” qualifications and “superb track record of results.”
If you get that information onto the first page–or so the reasoning goes–you have a shot at holding a client’s attention. It’s common to see consultants apply this same logic to the design of sales proposals, presentations, and client meetings.
But if you really want them to stop on your site, read your proposal, or listen to what you have to say, make your purpose and commitment to clients as clear as if you had tattooed it on your knuckles.
You’ll have more success in all your marketing and selling efforts if you state boldly and confidently what your practice stands for. Instead of serving up boring claims about how you help organizations “manage change,” grab and hold clients’ attention by showing them your compelling sense of purpose.
Offer thought-provoking perspectives on the issues clients face, and they’ll read far more than 20 percent of what you’ve worked so hard to write.
Don’t Hedge—Get Specific
I’ve never met a client who said, “Just get me any consultant in here.” Naturally, clients want someone with experience in their business, industry, and with the issues they must tackle. But to capture their imagination, and differentiate your business, you have to show clients how you see the world–you have to express your particular point of view.
Often, that perspective is about where your client’s industry is headed in the future. Instead of resorting to clichés like “the rate of change is accelerating,” offer a definite view about what your clients can expect in the future. Make a logical and believable case, based on extrapolation of facts and trends, about how your clients’ businesses are likely to change next year, in five years, or in a decade.
Be sure to be original, though, and don’t simply rehash others’ work. Using your own experience, facts, observed trends, and research, you can put your own stamp on what’s likely to come next for your clients. As long as your forecast isn’t wild speculation, you will spark clients’ interest.
You don’t have to rely only on forecasting the future. It’s equally powerful to have a strong view on how clients should be doing things in the present. Maybe you focus on three key challenges your clients are grappling with now. Create a point of view that defines those issues, points out the implications of maintaining the status quo, and offers a general approach for addressing those issues.
Whether you’re talking about the present or the future, be specific. Avoid generalizations like “succession planning will become more important in the next three years than ever before.” Instead, tell clients where and in what ways succession planning issues are likely to be most acute.
Don’t tell clients that leadership skills will be in short supply as baby-boomers retire. Tell them which skills they will need to lead their organizations in the future and how to cultivate those skills.
“Aha” Is Not Enough
Do you remember the last time you read something that made you stop and think? You probably weren’t reading a consultant’s assertion of global expertise. More likely, you were learning something from a credible source that was highly relevant, focused on a current or looming problem, and was counter-intuitive, entertaining, or surprising.
If you can make clients stop and think, you’ve won half the battle. And that should be your objective as you develop your point of view. But your goal is not just creating “aha” moments for others. You want to build your business. So it’s essential that your point of view be well-aligned with the services you offer.
You want a direct relationship between the issues you raise and your ability to address those issues. If you say that tablet devices will be the productivity tool of the future for sales lead tracking, you’ll want to offer clients a service to succeed in that future.
If you are successful in making clients want to learn more, you’ll want to have plenty to offer. Your point of view tells others how you think, but your service offer shows how you’ve translated that thinking into concrete action.
The Power of Perspective
Your point of view, or perspective, can form the basis of your marketing strategy. If you address the three challenges facing, say, the banking industry, you’ve got the foundation for a series of articles, speeches, blog posts, and case studies.
Not only that, a bold, forward-looking perspective can engage clients in a dialogue about their issues and your ability to help them. If you want to convince clients that you know your stuff, few things work better than a thoughtful perspective on what matters most to them. Your perspective can be a powerful differentiator in any market.
Of course, the issues your clients face change regularly. So your perspective must evolve with your clients’ needs. You’ll find consultants marketing themselves today using concepts and tools that went out with the reengineering craze. They haven’t kept up with the times. By revisiting and refreshing your perspective on a regular basis, you will stay current on your clients’ issues, and your services will reflect the changing needs of the market.
Express Yourself
There’s no need to tattoo your knuckles to tell clients what you stand for, but don’t ignore the lesson of cashier. Define what’s important to your clients, express it boldly, and align your perspectives with your service offer.
Your clients will be far more interested to learn about your point of view than about your self-proclaimed greatness. There’s a time for boasting about your credentials, but that comes later–after clients are interested in what you know and think.
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