Consultancy speak.
We all do it. Some more than others.
Projects framed as … digital transformation … blue sky thinking …
Results described as … strategy into action … creative collaboration …
And tired words about our work … dynamic … focused … agile …
These words don’t impress clients.
After all aren’t we all dynamic, focused consultants moving strategy into action with agile blue sky thinking and creative collaboration?
See what I mean?
No. No. No.
These words put clients into a ‘what the heck are they talking about’ trance.
Clients won’t buy what isn’t clear.
Take a look though your emails, Powerpoint slides, website, and proposals. Look for the big fat consultancy words. Here’s an example:
Business transformation. What is that?
Clients want results and value. Increased revenue. Improved market share. Costs cut. Higher customer satisfaction … or the ability to do different things.
Saying Business Transformation moves us away from describing this value from our contribution. And that’s a pity.
The mini-mission
Check yourself for consultancy speak.
– What phrases do you use?
– How will you change those to bring more value clarity?
Rethink. Rework
The bottom line:
Get real: Consultant speak masks your value.
Get prepared: Rework consultant speak into results and value.
Get savvy: Remember clients buy results and value, not buzzwords.
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