The Irresistible Consultant's Guide to Winning Clients: 6 Steps to Unlimited Clients & Financial Freedom

All else being equal, assuming you’re good at what you do, your margin will increase as you move clockwise around the quadrant chart from lower right to upper

When your Context Document is complete, secure agreement to that document from the decision maker.

clients aren’t looking for an approach that’s different. They’re looking for one that works.

to achieve the desired outcome, while still turning a profit.

Your persuasive story begins in the Situation section of your Context Document, where you confirm the client’s suspicions by stating what the problem is. Yes, Yusimi told you the problem, but seeing it in black and white written out by someone else is affirming.

BOB: “Thanks, that’s very helpful. I know you’ve said you want to improve the performance of the croissant lines. What’s the ultimate outcome you are hoping for from this initiative?”

Two Decisions and the Six, Basic Fee Structures

YOU: “Hi, Paulette. My name is . I’m writing an article on plasmatic bakery nodes for Baked Goods Today and Yuri Yusimi over at Sereus Dough said I absolutely had to talk with you, that you’re a truly innovative thinker in this arena. Do you have a couple of minutes?”

Very narrow target (not professional service firms in general, for example) and very precise aspiration.