The New Consulting Market

The New Consulting Market

Bentley has just announced its best sales year ever, and the U.S. is its biggest market. They are even considering the launch of a Bentley SUV for $150,000, which I doubt anyone has been begging for, but there you have it.

Some organizations are doing quite well, and luxury goods, travel, and recreation are among them. The auto industry is doing just fine, and so are many aspects of health care, home improvement, and retail, just to name a few.

My point is this: Be like Willy Sutton, and go where the money is. Stop marketing remedial “fixes” and remedies and problem solving. Stop assuming that damaged organizations are your best prospects. (Most organizations that are poorly run don’t have bright enough leadership to recognize the need for or investment in external help.)

Offer innovation, market gain, new customers, diversified offerings, improved conditions. Help all-stars become world class. Create “killer gaps” for the front-runners between themselves and the next best in the competitive race.

Too many consultants see themselves as repairmen, doctors diagnosing illness, or investigators solving a crime. Problem solving for struggling firms is not where the rewards are these days. Innovation for highly successful firms is the current and future game in town.

So consider adjusting your web site, blog, newsletters, collateral, conversation—and, most of all, mentality—to this new reality. How can you help people with money to invest become even better?

If you can do that consistently and well, you’ll wind up driving the Bentley.

© Alan Weiss 2012. All rights reserved.