I was reading up on the reasons why clients buy from consultants. So far, I have seen 6 main reasons - and there may be more:
Specialist expertise - we have special know-how
Experience - we have fixed the problem before
Efficiency - we can do it quicker/cheaper than the client
Validate - we can assess/review client's performance
Health-check - we can check where a client might be going wrong
Alibi - so the client can claim to be doing something (rare!)
Interestingly, price is only mentioned in 1 of these. Whilst price is an issue in the others, it is secondary.
Well worth thinking about when pricing and pitching our work!
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