4 ways to be the marketing consultant your clients will love, without killing yourself in the process
1. Bringing Power
Referencing French & Raven’s “Six Bases of Power”, Brownlow gave us some context about the type of power you have, vs. what you could have as a super star consultant.
The power bases are:
To be a marketing consultant who possess the super powers above, we have to commit to both our own personal development and to the work we do. Commitment is key (however remember to stash your wand in your laptop case).
2. N.E.A.D.s Analysis
N.E.A.D.s, Nerds and KnowHow
A powerful lesson for anyone who works in the service business – and an appropriate acronym for dyslexics like myself - Berenyi explained candidly that clients rarely say what they really want.
Negotiation, if left only to the rational mind, will fail. We must go beyond that and Bereyni presented a fantastic matrix called the NEADs Analysis. You can interrogate question your audience about each theme below to get a better understanding of the underlying drivers and motivators.
Often I present this to my team as ‘the need to read’ your audience. Reading is simply the process of understanding what is going on below surface level. In fact, everyone has an innate ability to get a deeper read on what is going on – this comes from our clairsentience, an ability we have had our whole life. We often override this sense because of the surface level information we pick up. Our 5 senses override our 6th sense.
A simple example is getting sugar coated feedback, we had a sense that something about the document / deliverable / presentation was not received well, however when we asked, we are told it was fine. Ignoring the deeper sense originally felt will likely cause problems in the long run. Thus to be a good consultant it’s vital that we develop our clairsentience and practice communicating (that is a whole blog on it’s own) what we feel in a group environment. Learn to discern those deeper feelings and then trust them, implicitly so.
3. Value Monopoly
In typical consultant style, Bereyni explained that being a great consultant comes down to a simple equation. He calls it the Value Monopoly
In order to do business successfully with a new client they need to feel that there is an equation in their favor. By building a value monopoly the client feels they are getting quality (for the right price) and they feel good about doing business with you (and it is a smooth process).
The ‘relativity’ factor in the time metric shows how time is perceived differently for different people – we (as the presenter) may think each slide is critical, while the audience grows increasingly impatient. This form of time is actually a measure of engagement – which is critical for any ongoing relationship. Imagine you are not just a presenter but an entertainer, your information is actually ‘info-tainment’ – well beyond facts and figures, you present a story that needs to relate to your audience on multiple levels. Make it an unforgettable experience
These 4 tips show that being a first rate consultant is not so much about ‘doing more’ but being more of you. Bringing more volume in each moment, being attuned to what is going on below the surface, being sensitive to others and to yourself and communicating effectively.
None of this involves busting a gut or stressing yourself out. In fact, anxiousness, even low level anxiety, will prevent the type of personal connection that makes you the consultant of your clients dreams.