The “if….then….” Proposition
A good consultant provides the buyer with the “if….then….” equation. Everyone wants growth, less expense, a more powerful brand, yada yada yada.
But we need to say, realistically, “If you want to increase sales, then you have to commit your personal time to this project.” “If you want to strengthen your brand, then you have to drastically change your call center operation.” (Every proposal really is saying, “If you want the results in option #2, then you must pay me this fee.”)
There is always a consequence, never solely a rosy future. That’s why politicians almost never say, “If you want to improve the school infrastructure, then your taxes will increase by 2%.” They simply campaign on the promise, not explaining the consequence.
Be a consultant, not a politician.