David A. Fields Consulting Group As the leader of a consulting firm and a consultant yourself, inquiry is your most powerful tool.
Consultants can learn a lot from youngsters.
Kids’ insatiable curiosity, and their innate understanding that knowledge is power, spurs an endless stream of questions.
Why is the sky blue? Why is water wet? Why does stevia have a terrible aftertaste? (Okay, I may have added that last one.)
Consultants need to adopt that childlike dependence on inquiry.
By asking the right questions you will engage prospects, position your consulting firm to win lucrative projects, and uncover superior solutions.
That’s why the heart and soul of Becoming the Obvious Choice (a.k.a. Step 5 in this excellent book) is discovery. That’s also why the Context Discussion, which anchors the discovery process is essentially a series of questions.
The following Whys can all be slotted neatly into your Context Discussions.
They’re just a start, though. I’ve left an open space in the 9 Whys list for your additions.
9 “Whys” Every Consulting Leader Should Master
Why now?
Uncovers the source of urgency and Want
Why not you?
Pushes your prospect to justify his investment in the consulting project
Why us?
Clarifies the need for your firm’s specific skills
Why this?
Pinpoints the priority of your potential consulting project
Why there?
Focuses consulting prospects on the real goal and their desired outcomes
Why stop?
Establishes realistic expectations and yardsticks of success
Why not?
Exposes risks, concerns, obstacles and potential objections
Why bother?
Explores the value of hiring a consulting firm. (“Why Bother?” is Chapter 1 of The Executive’s Guide to Consultants)
Why____?
(Add your Why)
What other Why questions do you think are essential in consulting?
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“Why us, knowing we’re not the least expensive option?” This question helps smoke out clients for whom price is their unspoken filter. Better to find that out in the discovery period than later.
Always useful to get insights on fee thinking, John. Often during the discovery stage you don’t know yet whether you’re the least expensive option, the most expensive option, or perhaps the only outside option a prospect is considering. However, it’s definitely worth understanding their motivations.
Thanks for adding to the list, John!
Do you still ask the question if you already know the answer? For example, recieved the lead with context, but this is your initial meeting.
Great question, Jay. Generally, yes. You say, “You explained a bit in the initial inquiry you sent over, but I’d love to hear more. Why…?” Often there’s not complete internal agreement on the context, or they haven’t given the richness and color that will help you fully understand them. Digging in further uncovers those nuances.
Thanks for the smart question, Jay.