Your consulting firm’s clients are wired to notice certain things. That’s because they’re human. Let’s take advantage of that wiring to help your consulting firm win more projects and create happier clients.
Consulting clients want results. That’s pretty obvious, right? But what do results look like, and what should you make them look like in order to attract more engagements and delight your clients?
The short answer is: scorecards and rabbits.
I bet you want the longer answer.
It has to do with the two ways humans perceive impact.
When comparisons are quick and easy, people notice even subtle differences.
For instance, in the illustration below, I bet you can tell which cookie is bigger.
You’re able to discern the cookie on the right is larger, even though the difference is quite small. Why? Because the cookies are next to each other and I’ve included some handy reference lines.
To capitalize on this comparison effect, your consulting firm should employ scorecards.
Scorecards juxtapose current performance against past performance and/or standards. The best scorecards demonstrate progress and make even small shifts stand out. There’s more on scorecards in this article.
Ironically, absent a direct comparison, people can be frustratingly poor at noticing large, absolute differences. Particularly if the relative change is small.
For example, if two Holstein cows are flying their airplanes past you at 500 mph and one guns his engines to 505 mph, you won’t notice the difference. The relative change is too small.
However, if two rabbits are at a standstill, nibbling on your begonias, and one suddenly springs away at five miles per hour, your attention will immediately be drawn to the bounding bunny. The relative difference between stationary and hopping is huge.
So what? Well, if your consulting firm’s offerings don’t create noticeable movement, then there’s a good chance you’re struggling to win projects.
Similarly, even if your consulting firm can help a prospective client realize large, absolute gains, the prospect may be disinterested if the percentage gain is small.
What you need is movement. You need rabbits.
A rabbit is a work stream that creates eye-catching progress for the client. Readily-observable, positive change. Your consulting firm’s project should include a rabbit or two. Your offering should promise rabbits.
When you build scorecards into your projects and focus on delivering rabbits, you delight your clients and position yourself to win rewarding projects.
How do you deploy scorecards and rabbits (i.e. observable movement) for your clients?
Text and images are © 2020 David A. Fields, all rights reserved.