How to Unlock the Secrets of Successful Consulting

Unlocking the Secrets of Successful Consulting Michael J. Grove Grove USA Free Agent Consultant

International franchise strategy firm. World premier brand identity consultancy. Enterprise software for marketers. Marketing Professor, executive MBA program. Marketing and Sales Consulting Experience Launch technology companies and careers Professor, Graduate School of Continuing Studies. Active volunteer. Co-chair the AMA Mentor program. Growing network..

Alltel – 360 Communications, AK American Red Cross, OH Amoco, IL Amegy Bank, TX Bayer, IN Bombardier, Canada Cash Station, IL Cole Parmer, IL Conoco Oil, TX Crum & Forster Insurance, PA Cyberonics, TX Dun & Bradstreet, NJ Field Container, IL Franklin Templeton, Canada Frito Lay, TX General Foods, MN Intergraph, AL Kellogg’s, MI Kinko’s, GA Lane Crawford, Hong Kong McDonald’s, IL MCI Systemhouse, TX Monsanto, IA Omron Healthcare, IL Pharmacia, MI Quaker Oats, IL Regis, MN SciTech, IL Searle, IL SunEdison, MD TYCO Valves, TX Wal-Mart, AR 3M, MN Marketing and Sales Consulting Experience

The FUTURE A hybrid model combining internal and external consultants. Grove USA Training consultants to be more successful Careers and career development are now YOUR responsibility. Learning consulting skills is key to career success.

DEFINITION OF A CONSULTANT
Key skills for successful consulting
Internal versus external consultants
Types of consulting roles and what to avoid
Golden rule goals
Six phases of consulting and selling
Avoiding projects with a poor fit
Dealing with resistance
Consultant’s Bill of Rights
LEARNING OBJECTIVES Grove USA Training consultants to be more successful to learn more, visit my blog at groveusa/groveblog

Definitions and Distinctions Grove USA Training consultants to be more successful CONSULTANT A person in a position with some influence but no direct power to make changes or implement programs. External consultant is not a member or part of the system to which s/he is consulting. MANAGER Someone who has direct responsibility , power and control . CLIENT The person the consultant wants to influence . INTERNAL CONSULTANTS People in staff or support roles are internal consultants, even if called something else (HR, Finance, Audit, Marketing, etc.) LINE MANAGERS Clients for services provided by support people (internal consultants) within the organization.

Consultant or Manager?
Alfred tells us,
“ It was a great four-month project. I headed the account team
for McDonald’s. We installed the new marketing management
system. We assessed the problems, designed the system, and
got Alice, the line manager, to let us install the system from top
to bottom.” Alfred a manager or a consultant? Explain?
Grove USA Training consultants to be more successful Definitions And Distinctions

The Consulting Dilemma
Giving Advice with NO direct control
Giving unsolicited advice
Wanting someone to listen
Wanting someone to heed your advice
Knowing if someone is listening or following your advice
Assuming we have control when we don’t!
Grove USA Training consultants to be more successful

Definition of a consultant
Golden rule goals
LEARNING OBJECTIVES Grove USA Training consultants to be more successful

Internal versus External consultants
Internal consultants often operate by mandate than choice.
Sell your own department’s approach.
Convert an adversary.
A manager angry with you can be career limiting.
Your world is easily referenced. Reputation key.
Status in organization can be limiting.
Grove USA Training consultants to be more successful Consultant’s Boss Consultant Client Consultant’s Boss Client’s Boss Consultant Client

Golden rule goals
Where disasters most frequently occur

Successful Consultants Possess Four Core Skills:
Technical Skills
Exceed tech knowledge of the client .
Interpersonal & Communication Skills
Ideas to words and action, build alliances, negotiate; overcome resistance.
Consulting Skills
Know and follow phases of consulting.
Selling Skills
Consultative and multi-buyer selling skills.

Golden rule goals
Five phases of consulting and selling

Types of Consulting Roles. Your Choice. Grove USA Training consultants to be more successful Vendor Consultant takes a passive role. Client directs you. Specialist Alfred. Client inactive. Consultant executes alone. Collaborative Consultant and client work interdependently; decision making bilateral; sharing, learning, growing together.

Golden Rules of Consulting

Golden Rules of Consulting
Goal 1: Establish a Collaborative Relationship
Goal 2: Solve Problems So They Stay Solved
Goal 3: Ensure Attention Is Given to Both the Technical/Business Problem and the Relationships
Goal 4: Communicating and Completing the Consulting Phase you are in
Goal 5: Be Genuine

Golden Rule goals

Six Phases of Consulting Grove USA Training consultants to be more successful sales sales sales sales Phase 1: Entry Phase 2: Discovery Phase 3: Contracting Phase 4: Analysis & Engagement Phase 5: Presentation & Implementation Phase 6: Recycle, New Sales or Termination

Five Phases of Consulting
Phase 1: Entry
When client or prospective client invites us in by phone or
meeting.
Exploring the problem.
Getting permission to explore problem on our own and to learn political context.
Determining type of working relationship.
Revealing client’s expectations/outcomes/needs/wants.
Reveal who the clients are (decision makers)
Setting up next meeting (attendance and commitment)
Begin staging your needs/wants.
Verify budget.
Create how and when to get started.

Phase 2: Discovery
Consultants need to come up with their own sense of both the problem client strengths and the political landscape.
How long has this been a problem?
What actions have you taken to resolve it?
What were the outcomes?
Why wasn’t it successful?
What benefits or outcomes do YOU seek?
Who is going to be involved?
Is everyone in favor of this project? Who is not?

Phase 3: Contracting
The most critical step.
The inquiry and dialogue must be organized.
It includes setting ultimate goals for the project.
Defines the role with client.
Develop a genuine relationship.
Exchange needs/wants for success.
Identify key consulting phases and outcomes.
Know who will be involved in the project.

Phase 4: Analysis and Engagement
Accomplishing the work according to the work plan.
Communicating your work according to the work plan.
Being aware of the needs and expectations of all stakeholders.
Managing the relationships.
Remaining genuine to surface issues.

Six Phases of Consulting
Phase 5: Presentation and Implementation
Moment of Truth & Meeting for Action
GOALS
Keep the picture in focus.
Present personal and organizational data
Manage the meeting
Focus on the here and now.
Don’t take anything personally
STEPS
Restate the contract.
State Agenda and Meeting Structure.
Present Clear Picture.
Present Recommendations.
Ask for Reactions.
Ask For Concerns (affective).
Proceed.
Ask Self if you got all you wanted
Proceed.

Six Phases of Consulting
Phase 6: Recycle, New Sales or Termination
Recycle process; new contract is discussed.
Extend to a larger segment of the organization.
Identifying new opportunities in the field
Become a resource to others
Terminate.
Learning from the engagement.

Golden Rule goals
Navigating the contracting process

Avoiding Projects that Don’t Fit
Phase 2: Discovery
Consultants need to come up with their own sense of both the problem client strengths and the political landscape.
How long has this been a problem?
What actions have you taken to resolve it?
What were the outcomes?
Why wasn’t it successful?
What benefits or outcomes do YOU seek?
Who is going to be involved?
Is everyone in favor of this project? Who is not?
Next Step is Contracting – the Most Critical.

Golden Rule goals

Dealing with Resistance Grove USA Training consultants to be more successful
The Many Faces of Resistance
Give Me More Detail
Flooding You with Detail
Time
Impracticality
I’m Not Surprised
Attack
Confusion
Silence
Intellectualizing
Moralizing
Compliance
Methodology
Pressing for Solutions

Golden Rule goals
Where disasters most frequently occur

Rights of a Consultant
You have the right to:
Succeed
Fail
Have your needs and wants met
Say NO
However, you are obligated to be Honest and Genuine.

Three Golden Rule Goals
Six phases of consulting
LEARNING OBJECTIVES Grove USA Training consultants to be more successful SUMMARY

What we did not cover due to time constraints
Establishing and assessing the balance of responsibility
Dealing with various types and levels of resistance
What manager’s fear most about consultants
Staging the client’s involvement , step by step
There is more… Grove USA Training consultants to be more successful Visit my blog – groveusa.com/groveblog

Unlocking the Secrets of Successful Consulting THANK YOU 202.341.6015 [email_address] Michael J. Grove

How to Unlock the Secrets of Successful Consulting

by The American Marketing Association—Washington, DC on Nov 29, 2011

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How to Unlock the Secrets of Successful Consulting — Presentation Transcript