The Third Profession
When I get asked what I do for work during social encounters, and I am in a whimsical mood, I will often reply that I am in The Third Profession. Normally this invokes raised eyebrows. So, we all know the first profession, and the second is, without question, the legal profession. Much like hookers and lawyers, consultants are at the top of the list when it comes to making jokes about one’s profession – making consulting the third. I am accustomed to it, in fact, I just heard, for the thousandth time, someone tell the one about asking a consultant what time it is. What shocked me was that the individual repeating this joke acted like he was telling it for the first time and laughed hard as if it were really funny.
What is much worse about the jokes is that I have had many encounters with clients and prospective clients that act as if consultants are evil, as if I actually would steal their watch. Is this a deserved perception? Maybe – I have heard some horror stories, and I have cleaned up plenty of messes made by others. But I need to go on record saying that I know a monstrous number of consultants and nearly all are extremely decent and hard working people. I am happy to live with the jokes, but I think the attitude toward consultants hurts the clients more than the consultants. Consultants can and do provide critical value to companies in need of the right help.
Why do you need a consultant? I think there are three general circumstances that pretty much represent the wide array of reasons.
- Pair of hands – this is when you need help because you don’t have the time to address the issue – managing process change is an example
- Subject matter expert – this is when you don’t have the knowledge for addressing the issue – technology selection is a good example
- Change agent – this is when you need an objective outsider to help guide you through a change process – facilitating strategy development is a common example
- Combination – many situations warrant one or more of the three in combination – introducing a full SFA or CRM program is a great example
Under any of the above circumstances, utilizing an external consultant is likely going to have great pay back, helping you achieve your business objectives for a reasonable investment. In fact the ROI for the utilization of consultants is often highest compared to the use of other external professional resources because you are often causing an impact to your ability to grow, save costs, or improve your customer experience.
So how can you choose a consultant wisely? Having been on both sides of the table many times, I have some experience that leads to the following suggestions:
- Chemistry is huge – don’t ignore your feelings when you interview a consultant or a firm. If you don’t feel comfortable it means something. You are inviting people into your castle; don’t let them be barbarians.
- Date first – if you need help with a long engagement, find a way to start with a smaller, limited engagement to make sure the relationship is good. This will minimize your risk.
- References count – and examples are really good too. Ask for explanations of how they encountered similar problems as yours with past clients and ask them to describe the solution and outcomes. A consultant that can give multiple examples of problems, solutions, and outcomes has most likely got the right stuff.
- Bigger is not better – larger consulting firms do have a broader range of skills, and may have more flexibility in resourcing. However, they can have a tendency of filling your project team with junior people in order to learn at your expense. Smaller companies cannot afford unhappy clients and they tend to do everything they can to leave you satisfied.
- Cheaper is cheaper – be aware of the low cost provider because you do get what you pay for. Good consulting firms demand a premium because they are, well, good.
Consultants should not be confused with those who sell their services for pleasures of the flesh. It is OK to make the jokes, but when you hire a good consultant you are going to get a return on your investment, and it won’t need to be treated with antibiotics.