Outside Not Inside
It’s very difficult to displace existing consulting resources in a prospect. They have built trust, have strong relationships, probably have a track record of success. You can’t replace them from inside the organization, you have to do it externally.
If you have a new book, strong IP, a powerful brand, other people will bring you to the attention of the buyer. You have to create an attitude of “having you been doing business with one source long enough and isn’t it time to make a change?” Normative pressure—other people I respect are recommending I do this—is hugely powerful.
I love my Bentleys, and most people can’t tell one year from another. But I move to a newer model periodically because the technology has been improved so much. I used to drive Mercedes, but Bentley came along and made more of a statement, and I found you really couldn’t tell a high end Mercedes from a low cost Mercedes.
This is how Reengineering, Good to Great, Lean, Management by Walking Around, and these other popular books engendered huge business for the writers and creators. Tony Hsieh was very popular, so his crazy Holacracy was even adopted in places.
Imagine what would happen if you came along with something new and really powerfully effective, unlike some of what I’ve cited?