The Reluctant Consultant
I’m in London running the Million Dollar Consulting® College. One of the participants, Mark Donovan, whom I’ve known for years, coined the phrase “the reluctant consultant,” referring to people who consult because others ask them and refer clients to them.
I love the phrase, because it’s how I started my career, with major contracts from people who knew me or knew of me and asked if I’d help them out. Once I discovered that this was the career for me, I became very aggressive about finding new and better ways to market and deliver with maximum benefit to the client, large margins, and minimum labor intensity.
Too many people remain “reluctant consultants,” in that they wait for the phone to ring or the next email to arrive. But if this is to be an occupation and not an avocation, you must reach out assertively. That means that your mental set must not be, “I hate to bother people trying to sell them something,” but rather, “I have tremendous value and it’s incumbent upon me to provide it for as many people as I can.”
I’m intrigued by the coy politicians who claim they aren’t interested in running for an office but wait to be cajoled, persuaded, and drafted. They usually aren’t the ultimate winner. They pose as reluctant canddiates. People prefer to seek firm leadership and a desire to serve. Similarly, a consultant who sees this as a professional calling will assertively reach out and establish a brand, thought leadership, and become an object of interest.
There are reluctant consultants who are somewhat successful and paying the bills. But eventually they run out of people who are willing to beseech them to help. And they not so reluctantly leave the profession when business disappears and they have no means to stimulate new business.
Be forceful and assertive. I don’t want a reluctant doctor, or a reluctant lawyer, or a reluctant chef. I want people who are passionate about their work to the extent they are eager to approach me with their value.
© Alan Weiss 2011. All rights reserved.
Lilia Shirman
So true! I was one of those reluctant consultants for the first few years of my business, which worked well until that sudden silence, when the phone stops ringing. It’s then I realized – hey, I’m really in this business, and I have to build it. It will not grow accidentally. Now the main challenge is recruiting enough great people to fill demand!
Richard Blades
Love this article. It’s so appropriate since I too have identified this in many consultants. Some are consultants when they are in between jobs. Bonafide consultants have to be assertive and imaginative to see the opportunities that are available. Thanks Alan.
Tom Spencer
Great insight, Alan!
A consultant who is passionate about their work and who has the skills to provide value should feel obligated to see how many people they can help.
The interesting thing about your “coy politician” example is that the coy approach often turns out to be a self-fulfilling prophecy. Belief drives action, and action creates results. If you don’t believe that you have significant value to offer, you are unlikely to assert yourself in the market. If you don’t assert yourself, you won’t generate the positive momentum, experience and branding required to provide even greater value.
Best regards from Sydney,
Tom
Alan Weiss
Thanks, Tom, completely agree. Are you coming to my presentations in November?!
Tom Spencer
Good question, Alan, your fees match your value that much is clear. I’m seriously considering it.
Alan Weiss
Good! We have two spots left at the opening dinner for 12, FYI.