“Great team to work with! Super responsive, highly professional, and felt like a true extension of our internal team.”
Sound familiar? Most readers have almost certainly seen some variation of this exact quote on dozens of consultancy websites. It’s polite, positive, and entirely useless.
Every year, we review hundreds of consulting firms. Almost all of them fall into the exact same trap: mistaking polite praise for proof of commercial value. But in a crowded, uncertain market where risk-averse buyers fear making an expensive mistake, generic feedback does zero heavy lifting. It doesn't build trust, reduce perceived risk, or persuade anyone to sign a proposal.
So what kind of feedback should consultancies actually be gathering? And what does real "commercial proof" look like when put on a website, inside sales proposals, or across a marketing strategy?
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