11
Seven Cs for clients
Many people make poor or failed purchases – as a buyer of the product or service, they don’t have clarity of thought about what they are trying to achieve and don’t have the necessary sophistication to ask the right questions. As a consultant, having a poor buyer can seem like it offers the quick-fix, fast-buck easy gig, but in reality all it does is destroy our long-term brand value in the market. It is in the consultant’s interest to help the client to become a sophisticated buyer because ultimately there is a greater chance the outcome will add long-term sustainable value and so the associated brand value will be enhanced.
In developing this theme for this version of the book, it was interesting to reflect on how ...
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