Nail your consulting game: mastering perceptions for client success

Back in the day, I worked for a small consulting company that specialized in customizing large ERP software to meet big clients' specific needs.

For the ones that are unfamiliar, this is an interesting business model: massive ERP software companies focus heavily on building great products, and leave the task of advising on and configuring those products to consulting firms. These consulting firms are often more prepared, knowledgeable, flexible, cost-efficient, and overall more effective than the software companies' service arms.

During my time running an international office for this small consultancy, we had just secured a new contract, and the key buyer was a middle-aged English man we'll call Simon.

Simon had an interesting story. He had previously faced failure while attempting a similar business change program in his home country only a few years earlier. After spending over 36 months and millions of dollars without much progress to show for it, he was let go.

However, you should know that in the Corporate Executives world, failures often pave the way for bigger opportunities, and Simon quickly found a new, more lucrative position in a different location. Like in soccer, if you get sacked today you’ll find a better job tomorrow.

Unfortunately, it seemed his new gig wasn't going smoothly either. What a f*cking surprise!

At that point, my team and I were called in to help salvage a program that had already consumed over 100 millions in consulting fees to other firms.

Initially, Simon left a great impression on me. He appeared personable, open, and trustworthy. However, it didn't take long for me to realize that first impressions can be deceiving when it came to dealing with him.

In my role as the Consulting Executive handling Simon's transformation program, I managed to develop a solid working relationship with him. We weren't exactly buddies, but it was important for me to get a clear picture of his challenges, the constant pressure he was getting from other stakeholders trying to sabotage him, and all the political drama swirling around the whole situation. While I didn't particularly like Simon, it was my duty to ensure my team met his expectations.

I invested significant effort into managing him, frequently communicating with my team to understand what resonated with Simon, what impressed him, and what would disappoint him.

During one of our regular one-on-one sessions, Simon raised concerns about the performance of one of my top team members, whom we'll call Rick.

I didn't agree with Simon's assessment; I dismissed it as nonsense. But I had to listen.

Simon was convinced that Rick's performance had taken a nosedive over the past couple of weeks. He pointed out instances of Rick being late, seeming disinterested, and not living up to his previous high standards. I tried to argue back by listing all of Rick's recent achievements, which were quite impressive.

But then Simon hit me with a bombshell:

“The client’s perception is the client’s reality.”

With those words, perhaps unintentionally, he shared a profound nugget of wisdom.

Basically, Simon was saying, “Look, I don't care about the detailed explanations. All I see is someone who used to be great but now seems careless and unmotivated. Fix it, because my perception is what I believe to be true.”

This is a valuable lesson.

Clients aren't with us 24/7. They evaluate the results of our work, but their attention span is limited. It's crucial to not only deliver quality work but also ensure clients perceive the excellence in every interaction.

Even being a few minutes late to an important meeting may seem inconsequential to the meeting's subject matter, but clients may take notice. Repeat such instances, and perceptions start to form.

That's why it's important to dress professionally, maintain a polished appearance, and pay attention to details, even during all those useless Zoom calls that take over your day.

It's the small things that create enormous ripple effects.

Creating the right perception of yourself and your behavior with clients should be a genuine concern. Don't dismiss appearances as something superficial.

As Oscar Wilde said:

It is only shallow people who do not judge by appearances. The true mystery of the world is the visible, not the invisible.