- sometimes I am solving a problem;
- other times I am filling a gap in operations, and
- sometimes I invoice idle time (that frustrates the hell out of me).
Let’s have a different look at the way knowledge workers go to market. In management science the elements of the marketing mix are often referred to as ‘the four Ps’: Product, Price, Place and Promotion. Because this model came into existence for selling tangible products, I have added a different emphasis as I address the 4 P’s below:
Building a stock of knowledge made sense in a stable world. But in this rapidly changing world an inventory of knowledge gathers dust: the problems we face today cannot be solved with the knowledge of yesterday. The warehouse value of knowledge is close to 0.
The good news: knowledge gets better when it is shared and used where you need it and when you need it.
What if we used consultants no longer for building an inventory of knowledge and more for solving today’s problems?
2. Price: Value in Hindsight
For consulting, training and facilitation you can’t know in advance whether an intervention will create value. Sometimes it does, sometimes it doesn’t. And sometimes it exceeds expectations. The value of knowledge always appears in hindsight.
What if we agreed on the price of consulting after delivery? The price you pay is the value in hindsight. Instead of a proposal upfront we agree on added value afterwards.
3. Place: Plug-in
Let’s face it: most knowledge workers are not performing 100% every hour of the day. But at specific moments we perform 200% or 300%. That’s when we make the difference.
What if you could hire consultants at the moments when they make a difference? Plug-in when peak performance is needed, both onsite and online.
4. Promotion: Only the Knowledge you Care About
Customers who are satisfied with my services tell their friends. Don’t tell your friends when you paid me too much for a problem that was not fixed. Tell me. I will learn and in return you don’t pay.
What if you only paid when you were satisfied? ‘No cure, no pay’; that is: zero for online work and only the expenses for onsite work.