As Dr. Schein points out, consultants typically sell information, ideas, and recommendations. However, the process consultation approach is different in that it is all about client involvement and includes:
- Helping clients learn at their own pace
- Helping clients to have insights
- Helping clients to solve their own problems.
To do this you must be able to sell this helping relationship. How do you intend to sell this helping relationship to the client?
I have actually been doing some “selling” in my workplace with regards to the client relationship. As a student of OD, I have been sharing the frameworks I have been learning (PC and AI) and I have also been introducing models such as the Kirkpatrick Model, 4-D Phases, etc. As a coach and internal consultant in my organization, I am always selling my skills, especially the new ones I am learning. I have found my colleagues to be intrigued and willing to learn new things through me. I get incredibly excited when I can teach others what I am learning and it makes me feel quite good inside.
Yes, it is important to bring strong skills to your client, however, what works incredibly well for me is my reputation with relationship management. I have a proven track record of leading well, managing well, and working well with the people around me to get things done. To me, this is critical. To earn trust, build strong working relationships, where candor and honesty can drive the work forward, is a big selling point for any client relationship. Every so often, I will get recognition or praise for this behavior, and it makes me so, so happy. If I die tomorrow, I want the relationships to be remembered most. How I made that person feel, not the metric on the board.
Lastly, I would work on “selling” the partnership. I am working with someone because I care about their work, their organization, and their problems. I want to help coach, guide, and help them. With my wisdom, expertise, and partnership, I hope to influence them to WANT to own what we create together. Ownership is a privilege – I want to show them that through my partnership and ignite them to WANT to solve their own problems.