General Consultant Discussion

It does no good for a firm to complain that its customers ""just don't understand the value of what we do."" It is their job to make them understand the value and they can only do that by understanding--at a very deep and meaningful level--the motivations of why customers select and stay with the firms they do. --Ron Baker.

Also the complaints about customers not understanding are often because a firm accepts any customer with a pulse. A better customer selection process will result in far fewer complaints about customers not understanding..

Complaints about customers not understanding them borders on victimhood. Building a bit on Wayne's observation, sometimes they don't understand the value because the consultant is talking too low in the mgt chain. What is valuable to a controller trying to reduce cost and waste is quite different from the GM who is trying to make happy customers and expand revenue. I don't think one can be successful at FOTF if one is not a marketing-oriented consultant.