Solutions and results

Most consultants' Web sites drone on about their "world class" services, "best practices," and "methodologies." Clients don't buy services; they buy solutions. Guerrillas dump the consultant-speak and focus on providing solutions. Clients may not be interested in the latest high-tech inventory management system, but they do want to hear how you can help them manage inventory better.

So talk about the solutions you offer, giving real-life examples of the results you helped clients achieve. For example, "We helped Allied Rock improve working capital by 30 percent and cut supply costs by 22 percent in four months." Follow up each statement with a link to a case study that summarizes how you worked with that client to achieve those results.

Guerrilla Tactic: Get Down to Brass Tacks

State your solutions and results as specifically as possible. Use your clients' names, if you have permission. Everyone pays more attention to and retains information about names they recognize.

Many consultants mistakenly believe that by describing their services broadly, they will appeal to a wider audience and acquire more clients. Actually, the opposite is true. The less specific you are, the less likely it is that clients will think of you when they need help with a particular problem. By being ambiguous, you also might attract clients who wouldn't be a good fit for your practice, which—at the very least—will waste your time and energy.

Providing details on solutions and results serves two important purposes, one for prospective clients and the other for you. For clients, it demonstrates what you have to offer and how you are different from your competitors. For the consultant, it weeds out those clients who may find your material interesting, but don't need the particular solutions you provide.

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