Lesson 3: Don't Just Sell Expertise — Sell Your Process

The more ambiguous your services are, the more important it is to have a clear process or methodology. When someone hires you as a consultant, they're not just buying your expertise — they're buying your discipline and rigor, too. Clients want to know you've done this before. They want to see that you’ve honed an approach that delivers value and makes their life easier.

I’ve learned (sometimes the hard way) that having a process instills confidence — especially when you're working on something as fuzzy as strategy development.

After years of working across industries and problem types, most issues that land on my desk feel familiar. I usually think, “I’ve seen something like this before — and I know what to do.” But when you're trying to win a client’s trust, you can't just say “trust me.” Even if you know you can solve their problem, they need to see a roadmap. A simple process helps them follow along, understand your thinking, and move past any internal resistance.

(And don’t get me started on the value of an experienced consultant or employee — that's a rant for another day. However many years you have under your belt, no one else has seen exactly what you've seen. Own that. Be proud of the experiences you've accumulated.)

If you’re not sure where to start when building your process, start simple. The scientific method is a good model. Keep it short — five steps or fewer. (Three is ideal, because — as Schoolhouse Rock taught us — three is a magic number.)

Here’s how I loosely apply the scientific method to consulting work:

Define the question: What is the client really trying to figure out?
Do research: Gather information — through interviews, data analysis, market research — to start shaping your answer.
Form a hypothesis or insight: Based on what you learn, identify a few options or directions.
Analyze options: Weigh the pros and cons. Look at feasibility, cost, ROI, or strategic alignment.
Synthesize and conclude: Recommend the best path, based on both your analysis and your client's readiness to act.

Of course, there are hundreds of process frameworks out there — from the four M’s of marketing to the four D’s of brand building. But simple wins.

Every team’s process is unique, shaped by their category, clients, and experiences.

What simple processes do you rely on to guide your work?