The emergence of the guerrilla client

Decades of learning from consultants and other experts plus the impact of technology-fueled approaches to business have made clients more sophisticated. Consulting has entered the era of guerrilla clients—buyers who have a wealth of information at their fingertips and use it. Guerrilla clients have many options to choose from and pose tough questions about the value that consultants can add to their businesses. The balance of power in the relationship has shifted to clients.

Guerrilla clients not only tend to be less satisfied with consultants, they are less loyal and more results-oriented. They are hard to impress, demand more for less, and are outraged by the prices that some consultants charge. And they don't believe consultants' marketing claims. You can imagine them displaying the bumper sticker: "So Many Consultants, So Few Results."

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