Perspective From Consulting: Establishing Your "Smart" Equity (Part Two)

By Michael Cucka

RainToday.com Note: This is the second part in a two-part series. In Part One, Cucka explained the importance of crafting evidence to sell your services and maintaining a specific point of view for your firm. Now Cucka will discuss how to build a mental model of your firm for your clients, and will offer advice on making the internal decision of how best to brand your firm.

Help Prospects Build A Mental Model

In our interviews with consulting firms and their clients, we usually find that even the most long-term clients do not know the full extent of a firm's offerings. For prospects, the picture is even murkier—they not only do not know the offerings but also usually cannot distinguish the service offerings of competing firms. Prospects are left to figure out how services fit together and which one (or which combination) would be best for them. Reliance on a point of view to lend meaning to a set of services does little if the presentation of the services does not support the story.

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