Chapter 2
Why does anyone buy consultancy?
Consultants regularly present the consulting profession as clever and a little bit special. Underneath the hype, management consulting is merely another industry providing a service in response to a customerâs need. All the normal lessons from sales and marketing apply. The customer may be called the client, but it is only on this clientâs willingness to provide money in exchange for the consultantâs service that the industry is built.
Selling consulting is not especially difficult, but it is essential for anyone who wants to succeed as a consultant. If you never make a sale, the best consulting skills in the world are of theoretical value only.
In this chapter I explore the ...
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