How prospects view offers and value

Information is cheap. Let's face it everything clients need to know is out there in plain view now. Blogs, books, webinars, video, audio, online courses. Information is common and easy to access. Often it's free, or available for very little money.

Execution is different. Done well it takes intelligence, know-how, and skill. That combination is much harder for clients to find. The right consultant brings the potential for significant value. And that's what decision-makers are looking for.

How do prospects view consultancy offers and value?

For advisory type consultants (strategy consultants) the offer normally involves research, analysis, and synthesise. The result of that work allows clients to make better choices. That's where the value is.

The offer for a know-how consultant (process consultants) is about applying a process. The value comes partly from a well thought out approach, but mainly from the consultant's ability to lead - in difficult circumstances - to produce an outcome the client wants.

For implementation consultant (contractors) the offer is technical capability from highly skilled 'doers'. They are 'order takers' and often hired as extra pairs of hands. Their value is in the capacity they bring to an organisation.

That's what decision-makers are looking for. Better choices. Sound leadership. Increased capacity.

Now consider how you're positioning your services:

• Are you mostly promoting a process, results, or value?

• How are your services packaged to appeal to decision-makers?

• Is your pricing equation based on time, results, or value?

• What (if anything) needs to change?