The Mystique of a Consultant
A person that always exceeds expectations is always admired, right? Maybe not…when you’re a consultant.
A good first impression is key for a strong, lasting relationship. Therefore, it can be tempting to give away a little extra time and effort for a new client, even if it isn’t in the contract and won’t show up on the invoice. There’s nothing wrong with doing a few friendly favors, right?
Unfortunately, setting this expectation can cause trouble. Clients get used to the special treatment and start to either devalue your time or think of you as one of their own. It gets awkward fast when you begin to refuse “free” requests that deviate from your official agreement.
But there’s something even greater at risk when you get too familiar too fast: The Mystique. The doctor has a white coat, a stethoscope and a diploma hanging on the wall. The builder has a tool belt, a truck and a clipboard. The consultant has a signed statement of work, a laptop and an hourly bill rate. These cues serve their purposes in identifying who we are, and to the client they are badges of professionalism and competency. The mystique created by these cues helps them mentally separate expert analysis from simple friendly advice. This mystique is critical in consulting.
It may seem a little like smoke-and-mirrors, but the client needs mystique, and so do you. Clients need someone they can trust, they must perceive value from your consulting, and for better or worse, people trust and value things that cost money.
Each Requirements Document and Solution Design reminds clients that behind the friendly luncheons is a professional who will stop showing up when the contract is over. Somehow, that makes the client feel safe. Every free hour diminishes your value to them, and they will trust you less.
It’s not that a consultant needs to be Ebenezer Scrooge or should nickel-and-dime their clients to death. “Fee fatigue” is real, and billing an hour for a one-off answer that takes five minutes to give is not what we’re encouraging. A strong working relationship is important, and an extra favor once in a while can be a valuable token. But it’s your responsibility to establish a strong, clear understanding early on: your time is valuable, and you will bill for it.
Have a tight documentation policy and stick to it (make sure everything valuable is delivered in writing). Get written confirmation of every decision, and bill your client every time you deliver value. This will quickly become an ordinary part of your rapport with your clients. For people to want to buy your services, and they must perceive value in the exchange. The Mystique of perceived value (based on delivering real value!) must be maintained.
