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#512: Being a Unique Consultant May Not Be of Value to Clients

Posted By Mark Haas CMC FIMC, Tuesday, March 1, 2011
Updated: Tuesday, March 1, 2011
How can I create a unique brand among a sea of similar competing consultants that will provide some marketing gravity?

Certainly creating high value helps with your marketing but reconsider the premise of your question. I infer that you consider uniqueness as equivalent to value. For any qualification you have, you should not be surprised to know that there are a lot of other consultants who have that same qualification, skill or experience. What makes you of greatest value to a client (other than the fact that you are in front of the client and those other consultants are not) is the 3-5 characteristics for which a client has the greatest need at this time. Your value is a combination of your qualities in the context of the client's needs, not the inherent mixture of your particular qualities.

Tip: Being of value to a client does not mean you have to be one of a kind, just of value in those areas that matter to your client right now. When in doubt, ask what prospects need, and don't be surprised if the answer is different than it was last year.

© 2011 Institute of Management Consultants USA

Tags:  customer understanding  marketing  reputation  sales  your consulting practice 

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Michael E. Cohen CMC MBA says...
Posted Wednesday, March 2, 2011
I agree completely. A consultnat's uniueness (or part of it) may be his or her solid understanding of the client's needs, which other consultants may not have. Of course, understanding of needs is not enough by itslef, you must have the capabilties to meet those needs.
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