With over 15 years of experience as a consultant and having trained numerous individuals in this field, I understand the complexities of the consultancy world. It’s crucial to not only comprehend the technical aspects of your profession but also to master the subtle human elements that underpin successful client relationships. In this blog, I aim to delve into seven key areas essential for every consultant’s mastery. My goal is to share my insights and strategies to help you become a more effective consultant.
Table of Contents
1. Understanding Stakeholder Priorities
A key skill for a consultant is recognizing who your audience is. It’s crucial to understand that your work is not just for the client’s brand, but for the individuals representing that brand. These individuals make decisions about hiring agencies and retaining consultants. Recognizing who you’re dealing with is vital, as it helps you identify their specific needs and objectives.
For instance, if you’re working with a company’s CFO, their focus is likely on achieving financial targets. In contrast, a Marketing Director may prioritize metrics such as reach, sales, or the aesthetics of deliverables like websites or commercials. Meanwhile, an online marketer might face challenges in advocating for the online channel within their organization. Every member of an organization has unique goals. If you can assist them in achieving these goals, you will have their support.
2. Understanding Knowledge and Curiosity Levels
Firstly, it’s important to acknowledge that no one appreciates being perceived as uninformed. Some individuals comfortably inquire about topics to enhance their understanding, while others may hesitate to reveal their lack of knowledge. As a consultant, developing the ability to assess the knowledge level of the person you’re interacting with is crucial. It’s beneficial to communicate in their language and simplify complex concepts, but be cautious. Over-simplification can make the other party feel underestimated or patronized.
Recognizing who you’re speaking with is also key. Are you engaging with someone genuinely interested in the subject? In that case, delving into the finer points of your expertise is appropriate. However, if they seek only a broad overview, avoid excessive details. If you sense a lack of understanding, it’s crucial to convey your message effectively. Using examples relevant to their business can aid comprehension. Failing to communicate your point risks leading to poor decisions, which can adversely affect your work as well.
3. Being an Attentive Listener
A significant aspect of being a consultant involves understanding the personal and professional challenges of your contacts. This means actively listening to them to gain valuable insights. By truly listening, you can learn a lot about the business, stakeholder relationships, upcoming projects, and more. It’s crucial to comprehend what this information signifies to your stakeholder and whether it warrants action.
For instance, in my experience working with a major client on their Search Engine Optimization strategy, I learned during a call that they were struggling to attract job applicants. Although this wasn’t part of my assigned role or the department I was working with, I took some time to review their job offer pages. I provided feedback from both a technical standpoint and my entrepreneurial experience on attracting applicants, without any charge or intention to sell anything. My suggestion led to page modifications, resulting in more applicants.
The bottom line is, by listening attentively to discussions beyond the scope of your assignment, you may discover opportunities to assist and, in doing so, strengthen your relationship with the client.
4. Always Be Honest and Straightforward
It’s common for some people, particularly those in leadership positions like CEOs, to test their consultants. I’ve observed a CEO who pretends to be uninformed about a subject, asking specific questions to gauge the consultant’s responses. If the consultant tells untruths just to please, provides incorrect key performance indicators (KPIs), or evades questions, they lose credibility. Accumulating too many negative points can lead to dismissal. However, passing this test can earn the CEO’s trust and pave the way for a long-term relationship.
In my view, honesty is paramount, even if the truth may not be what the client wants to hear. It’s essential to communicate your honest opinion respectfully and support it with well-reasoned arguments. Remember, clients rely on your expertise and expect you to fulfill that role. I firmly believe in being upfront about the outcomes of our efforts. For instance, I would rather inform a client about unsuccessful campaigns than sugarcoat poor results and face their disappointment later when they review the actual outcomes.
5. Expanding Your Skill Set
While gaining experience naturally broadens your abilities, I often notice that consultants tend to focus solely on their area of expertise. However, possessing a wider range of skills can significantly enhance your effectiveness as a consultant. This is primarily because it enables you to address a more diverse array of client queries. For example, understanding the basics of bookkeeping could allow you to respond more effectively to questions posed by a CFO in a meeting. Similarly, a rudimentary knowledge of HTML could facilitate smoother communication with a web developer during a Google Meet call. You don’t have to be an expert in every field, but a fundamental understanding can lead to more informed answers and earn you greater respect from your counterparts.
6. Mastering Facts and KPIs
I can’t stress enough to our consultants the importance of always being up-to-date with their clients’ KPIs at any moment. It’s crucial to remember that, although you may manage multiple accounts, each client is solely focused on their business. They are primarily concerned about the performance of their campaigns.
Imagine their frustration and the impression it creates if, whenever they inquire about their campaign’s status, your response is, “I don’t know, I will look into that.” This not only frustrates them due to the lack of a direct answer but also potentially leads them to believe that you don’t have full control over their account. Such doubts can severely damage your professional relationship.
Consider the difference it makes when a client asks, “What is our ROI on our sneaker campaign this month?” and you’re able to provide an immediate, accurate response. This level of preparedness builds trust and demonstrates your commitment to their business.
You might not memorize all KPIs instantly, but it is feasible to develop this skill. If you haven’t already, start by reviewing your clients’ dashboards daily before beginning your work. Note down all relevant KPIs and look for any anomalies. This practice not only helps you stay informed about the KPIs but also trains you to understand and interpret what you see.
A final suggestion: team up with a colleague. Quiz each other at random times about specific details, like the sales figures for client A or the deadline status of website launch B. This exercise will prepare you both for any unexpected client inquiries, reinforcing the importance of being informed and ready at all times.
7. Prompt Response and Meeting Deadlines
One of the simplest yet most effective practices a consultant can adopt is to respond quickly. No one appreciates waiting days for an answer, as unanswered queries can create unease. My rule is straightforward: respond to every question on the same day.
Sometimes, a question might be too complex for an immediate, comprehensive answer. In such cases, it’s perfectly acceptable to acknowledge the client’s query and inform them that you need a few hours for research, promising a detailed response by the end of the week. Always check if this timeframe works for them or if they require a quicker response. In most cases, clients are fine with a response by the end of the week. However, if they indicate urgency, they understand they’re requesting a favor and that their question isn’t straightforward. This knowledge allows you to prioritize your tasks more effectively.
The same principle applies to deadlines. If you’ve committed to delivering work by Friday the 14th, you should at least meet this deadline. I prefer to set a slightly later deadline, like Monday the 17th, and strive to complete the work by Friday. It’s better to overdeliver than underdeliver regarding deadlines. Again, it’s important to confirm with the client whether your proposed deadline is suitable. This simple question can provide invaluable insight into their expectations and needs.
Final Conclusion
There isn’t a definitive guide on becoming an exceptional consultant. From my perspective, the crux lies in understanding the individuals on the other side of the table. Ultimately, in the consultancy business, people hire other people. Mastering the art of forging relationships and building trust is crucial for securing long-term business engagements. Of course, it’s essential first to meet or exceed the expectations set.
I would love to hear from you in the comments. Please share your thoughts and insights.
