Stop selling the process

Decision makers don't want to know about your consulting process. Seriously, it doesn’t matter how unique it is.

Process is just a series of actions for delivering a consistent outcome. The outcome is what they want to know about.

Then perhaps they'll be interested in why it works.  And how often and with whom.

Explain your process in the context of an outcome, so decision makers begin to see its relevance to their issue. They might even get excited about the steps and actions involved.

Outcome. That's what you want.

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