Many consulting leaders are responding to today's market pressures by investing in sales, marketing, pricing, training, or delivery improvements.
Nothing is wrong with those initiatives, but they only improve performance if the underlying commercial foundation is already strong. This is one of our biggest learnings over the past few years.
In our experience, the more important – and fundamental – question that must come first is: “What creates enough trust for a buyer to choose one consulting firm over another?”
More outbound campaigns, more services, or lower prices rarely solve the real problem. The real issue usually sits at the foundation: how the consulting firm defines its value, positions its expertise, and structures its offer to earn the buyer's trust.
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