challenging aspects of developing and writing an effective consulting proposal coursework
Otherwise, the diagnosis won’t be accepted, recommendations won’t be implemented, and valid data may be withheld. You can’t skip any of them. Use Active Voice and Simple Wording. Benefits: A winning business proposal will clearly outline the benefits of doing business with your company. 1, 1981, p.4. Though it may sound like a sensible division of labor, this setup is in many ways simplistic and unsatisfactory. Milan Kubr, Management Consulting: A Guide to the Profession (Geneva: International Labour Office, rev. 4 0 obj Fortunately, the proposal writing process has become more and more defined over the past few years. When a manager discovers that an adviser’s secret weapon in solving some problem was not sophisticated analysis but simply (and skillfully) asking the people most closely involved for their suggestions, the manager learns the value of better upward communication. See Jean Pierre Frankenhuis, “How to Get a Good Consultant,” HBR November–December 1977, p. 133. Viewing implementation as a central concern influences the professional’s conduct of all phases of the engagement. It is time consuming and brain draining. Making a diagnosis, which may necessitate redefinition of the problem. : Addison-Wesley, 1970). If you don't have an effective written proposal, you won't have a chance of winning the e-learning business. This may seem too vast a goal for many engagements. What supports that is establishing enough agreement within the organization that the action makes sense—in other words, not only getting the client to move, but getting enough support so that the movement will be successful. Allan A. Kennedy, “Ruminations on Change: The Incredible Value of Human Beings in Getting Things Done,” Exchange: The Organizational Behavior Teaching Journal, vol. Your brand definition serves as your measuring stick in evaluating marketing materials and strategies—from what your office looks like to what your ad says to the color and font of your business cards to the design of your website. “To me, effective consulting means convincing a client to take some action. What can be done to ensure that the solution wins wide acceptance? To help bridge this gap I’ve provided 8 tips to make your consulting proposals more effective. One CEO requested a study of whether each vice president generated enough work to have his own secretary. Customers identify with specific brands for a variety of reasons. Many clients have never thought about that.” Often the client just needs to make better use of data already available. The relationship with the principal client is especially important in developing consensus and commitment. But just as a physician who tries to improve the functioning of one organ may contribute to the health of the whole organism, the professional is concerned with the company as a whole even when the immediate assignment is limited. << /Length 5 0 R /Filter /FlateDecode >> Any engagement’s usefulness to an organization depends on the degree to which members reach accord on the nature of problems and opportunities and on appropriate corrective actions. Experiments with implementing procedures during the course of a project rather than after the assignment’s completion have had very good results. Perhaps the most common reason for seeking assistance is to obtain information. For example, demonstrating an appropriate technique or recommending a relevant book often accomplishes more than quietly performing a needed analysis. While this is going on, we talk with the CEO every day for an hour or two about the issues that are surfacing, and we meet with the chairman once a week. For example, environmentally conscious consumers might be willing to spend a little bit more to buy from green companies that commit financially and otherwise to reducing carbon footprints. The "wild west" approach to selecting an e-learning vendor has … ", Discovering and Crushing Your Brand Barriers, How to Develop a Strong Online Presence for Your Startup, An Overview of Brand Identity and Steps to Defining Your Brand, How to Define Objectives and Audience for an Effective Brand Strategy. Consultants who include this purpose in their practice contribute to top management’s most important task—maintaining the organization’s future viability in a changing world. That’s because few people bother to understand the rationale required for a good proposal. On the other hand, a consultant who too quickly rejects this way of describing the problem will end a potentially useful consulting process before it begins. Allan A. Kennedy, “One ‘Perspective’ on the Consulting Process,” Exchange: The Organizational Behavior Teaching Journal, Summer, 1979, p. 18. Chris Argyris and Donald A. Schon, Organizational Learning: A Theory of Action Perspective (Reading, Mass. In the most successful relationships, there is not a rigid distinction between roles; formal recommendations should contain no surprises if the client helps develop them and the consultant is concerned with their implementation. Don’t Count on Your Proposal. Works by management consultants or about management consulting: Larry E. Greiner and Robert O. Metzger, Consulting to Management (Englewood Cliffs, N.J.: Prentice-Hall, 1982). The role is similar to that of informant-collaborator in field research in cultural anthropology, and it is often most successful when not explicitly sought. Or the company may be unable to spare the time and resources to develop the data internally. Many people would probably say that the purpose of the engagement is fulfilled when the professional presents a consistent, logical action plan of steps designed to improve the diagnosed problem. They are essential to effective consulting even if not recognized as explicit goals when the engagement begins. When innovations prove successful, they are institutionalized more effectively than when simply recommended without some demonstration of their value. Consultants are not crusaders bent on reforming management styles and assumptions. For implementation to be truly effective, readiness and commitment to change must be developed, and client members must learn new ways of solving problems to improve organizational performance. Even the most impatient client is likely to agree that neither a solution to the wrong problem nor a solution that won’t be implemented is helpful. In the best relationships, each party explores the experience with the other in order to learn more from it.3. An observation by one consultant summarizes this well. To help out, we’ve included links to many other articles we’ve written that are relevant to the individual challenges: See also: Winning Complying with the RFP. The aim of this paper is to outline the challenges and problems that can arise and hinder successful strategy implementation, in connection with it the most important factors that foster it. Operating without a brand strategy is a recipe for accepting anything. Determine what that is, then communicate to customers why it is important to you. What unexpressed motives might there be for seeking our assistance? As managers understand the broader range of purposes that excellent consulting can help achieve, they will select consultants more wisely and expect more of value from them. It is equally significant to managers who need not just expert advice but also practical help in improving the organization’s future performance. Management consultants are less likely to address purposes 6 through 8 explicitly, and their clients are not as likely to request them. To do that, a consultant needs superb problem-solving techniques and the ability to persuade the client through the logic of his analysis. Critical to effective brand management is the clear definition of the brand's audience and the objectives that the brand needs to achieve. Consider six tips for creating your brand strategy. ed., 1976). 2. The engagement characteristically concludes with a written report or oral presentation that summarizes what the consultant has learned and that recommends in some detail what the client should do. Moving up the pyramid toward more ambitious purposes requires increasing sophistication and skill in the processes of consulting and in managing the consultant-client relationship. Some may think such sensitivity amounts to telling a client only what he wants to hear. Consultants can gauge and develop a client’s readiness and commitment to change by considering the following questions. Businesses can reduce misunderstandings and improve productivity by carefully tailoring their messaging based on the needs of their target audience. Since most clients—like people in general—are ambivalent about their need for help with their most important problems, the consultant must skillfully respond to the client’s implicit needs. Relative stakeholders often meet this part of the decision-making process with opposition. An adviser continually builds support for the implementation phase by asking questions focused on action, repeatedly discussing progress made, and including organization members on the team. Even for a small business, this can be dangerous. But that is the tip of the iceberg. However, if the process to this point has not been collaborative, the client may reject a request to assist with implementation simply because it represents such a sudden shift in the nature of the relationship. Jeremiah J. O’Connell, Managing Organizational Innovation (Homewood, Ill.: Richard D. Irwin, Inc., 1968). What is it that you want your brand to do for your company? The extent to which they can be built into methods of achieving more traditional goals depends on the understanding and skill with which the whole consulting relationship is managed. While listening to a client’s concerns about one department, the consultant should relate them to what’s happening elsewhere. What Are the Elements of a Marketing Mix? A version of this article appeared in the. With strong client involvement in the entire process, there will be many opportunities to help members identify learning needs. But in practice, as many differences exist within these categories as between them.Another approach is t… Starting an education consulting firm is not too expensive except for the money required to rent and furnish an office space. This article examines a proposed process for integrating project planning and project team building, a process informed by the author's survey of project management practices in 137 different types of organizations. 7. %PDF-1.3 The consultant’s proper role in implementation is a matter of considerable debate in the profession. The consultant’s approach should demonstrate that the reason for the interviews is not to discover what’s wrong in order to allocate blame but to encourage constructive ideas for improvement. Often a consultant can suggest or help design opportunities for learning about work-planning methods, task force assignments, goal-setting processes, and so on. In doing so, it overviews the nature of both project management and the project manager's role as well as the significance of project planning and team-building activities; it describes the challenges involved in defining project success and in building project teams, explaining the key activities in the four-stage team-building process of forming, norming, storming, and performing, particularly as these relate to project planning and control (PP&C). A consultant will often ask for a second engagement to help install a recommended new system. Many consultants, however, aspire to a higher stage on the pyramid than most of their engagements achieve. • Learning proposal-writing techniques, as well as developing skills in designing and writing successful project proposals, is the objective of most participants • Establishing systems and standards related to developing projects within the NGOs is also a key objective. But if the assignment’s goals include building commitment, encouraging learning, and developing organizational effectiveness, there is little point in recommending actions that will not be taken. Though the effective professional is concerned with executive learning throughout the engagement, it may be wise not to cite this as an explicit goal. So the report ended up on the client’s bookshelf next to two other expensive and unimplemented reports by well-known international consulting firms. Others believe that those who regard implementation solely as the client’s responsibility lack a professional attitude, since recommendations that are not implemented (or are implemented badly) are a waste of money and time. Building a consensus and commitment around corrective action. Such a sponsor can be invaluable in providing insight about the company’s functioning, new sources of information, or possible trouble spots. Harvard Business Publishing is an affiliate of Harvard Business School. Consultants facilitate learning by including members of the organization in the assignment’s processes. Without a brand, a business lacks an identified purpose. In addition, enough key players must be on board, each with a stake in the solution, so that it will succeed. How can we shape the process and influence the relationship to increase the client’s readiness for needed corrective action? It follows that managers should be willing to experiment with new procedures during the course of an engagement—and not wait until the end of the project before beginning to implement change. Each year management consultants in the United States receive more than $2 billion for their services.1 Much of this money pays for impractical data and poorly implemented recommendations.2 To reduce this waste, clients need a better understanding of what consulting assignments can accomplish. 1. All in all, effective implementation requires consensus, commitment, and new problem-solving techniques and management methods. Increasing consensus, commitment, learning, and future effectiveness are not proposed as substitutes for the more customary purposes of management consulting but as desirable outcomes of any really effective consulting process. Zero in on your target audience by asking yourself: When creating your brand strategy for a product or service it is important to perform a careful analysis to spot potential barriers. Indeed, a frequent dilemma for experienced consultants is whether they should recommend what they know is right or what they know will be accepted. And without a purpose, a business can't stand out from the competition. By defining what your brand is you create the foundation upon which all other components are built. The people he contacted rejected the project because, they said, he already knew the answer and an expensive study wouldn’t convince the vice presidents anyway. Recently he has studied management education and consulting in several developing countries. We’ll help, we’ll push—but they’ll do it. What is your company image saying (i.e., conveying) to the marketplace? How well these goals are achieved depends on how well both parties understand and manage the process of the entire engagement. Edgar H. Schein, Process Consultation: Its Role in Organization Development (Reading, Mass. In addition to increasing commitment through client involvement during each phase, the consultant may kindle enthusiasm with the help of an ally from the organization (not necessarily the person most responsible for the engagement). 8. Ɯ�_o�"oN��lѯ#�fȻ�$b�Z���2��nۺ�K#�J�ҋD��#�bM�e?&������.��҅�}�was8�1 d6 H6p�u��!���A�?�Oնͻ�.��j�aH�~�)N��Ӆ�G�m�Wʂ#�>�c�rғv�����r�J��_�q���-�ד:������λ�Y*��'��1E�d5۰����0kQ@�9���'���=}9EhRȇ�� ��"��*��j �|��f`t��5�K���/cG�u��AlHuS�}���Š�w����ɷ�ڼ,�.l�!�L#Ϩ��Ft��R��Y����BO̼pX�7)���%]�M'O��\hQ+5����@���|}�nm��$����p���Q�vȇ��Ӥr�XSm��~-�"Y��XPb6��J�x�!$�^pX��%Z ?�G�?���=dD��3�h^#��Jp0bk��ؠGe���푮�. When a client requests information, the consultant asks how it will be used and what steps have already been taken to acquire it. Unfortunately, this thinking may lead the client to look for yet another candidate to play the game with one more time. James H. Kennedy, ed., Directory of Management Consultants, (Fitzwilliam, N.H.: Consultant’s News, 1979). An effective branding process creates a unique identity that differentiates you from the competition and can be the heart of a competitive strategy. Robert E. Kelley, Consulting (New York: Charles Scribner’s Sons, 1981). Will they be influenced by the suggestions of people lower down? Ideally, each meeting involves two-way reporting on what has been done since the last contact and discussion of what both parties should do next. Advanced Management Journal, Autumn 1976, p. 39. The term organizational effectiveness is used to imply the ability to adapt future strategy and behavior to environmental change and to optimize the contribution of the organization’s human resources. But leading firms and their clients are beginning to approach lower-numbered purposes in ways that involve the other goals as well. 6. Seeking solutions to problems of this sort is certainly a legitimate function. Assisting with implementation of recommended solutions. However, some members of management may need to acquire complex skills that they can learn only through guided experience over time. And as clients learn how to express new needs, good consultants learn how to address them. However, these phases are usually less discrete than most consultants admit. How to Write a Short, Effective Proposal Consultants complain that proposals are everything from tedious to write to uncertain in their effectiveness. 6, no. This means not only enhancing clients’ ability to deal with immediate issues but also helping them learn methods needed to cope with future challenges. Purposes 1 through 5 are generally considered legitimate functions, though some controversy surrounds purpose 5. Although I have somewhat exaggerated the level of collaboration usually possible, I am convinced that effective management consulting is difficult unless the relationship moves farther in a collaborative direction than most clients expect. As the two parties work together, the problem may be redefined. Facilitating client learning—that is, teaching clients how to resolve similar problems in the future. Don't lose sight of your primary focus. Then members at all levels of the organization come to see the project as helpful, not as unwanted inquisition. Consultants should also determine what relevant information is already on hand. Which solutions have been attempted in the past, with what results? The Balance Small Business uses cookies to provide you with a great user experience. Thus, a useful consulting process involves working with the problem as defined by the client in such a way that more useful definitions emerge naturally as the engagement proceeds. But the information a client needs sometimes differs from what the consultant is asked to furnish. Gordon Lippitt and Ronald Lippitt, The Consulting Process in Action (La Jolla, Calif.: University Associates, 1978). Your company image is all about the appearance of your packaging. Such purposes have received more attention in organization development literature and in the writings of behavioral consultants than in the field of management consulting. Whatever the ally’s place in the organization, he or she must understand the consultant’s purposes and problems. But at the end, it is one of the unforgettable moments students treasure. In any successful engagement, the consultant continually strives to understand which actions, if recommended, are likely to be implemented and where people are prepared to do things differently. Here are consulting’s eight fundamental objectives, arranged hierarchically (also see the Exhibit): Exhibit A hierarchy of consulting purposes. 3. What kinds of data does this client resist supplying? Sometimes a professional tries to shift the purpose of an engagement even though a shift is not called for; the firm may have lost track of the line between what’s best for the client and what’s best for the consultant’s business. When possible, the wiser course is to structure a proposal that focuses on the client’s stated concern at one level while it explores related factors—sometimes sensitive subjects the client is well aware of but has difficulty discussing with an outsider. Firms devote a great deal of effort to designing their reports so that the information and analysis are clearly presented and the recommendations are convincingly related to the diagnosis on which they are based. For example, a nationalized public utility in a developing country struggled for years to improve efficiency through tighter financial control of decentralized operations. It also stems from my experience supervising beginning consultants and from the many conversations and associations I’ve had with consultants and clients in the United States and abroad. Clearly, when clients participate in the diagnostic process, they are more likely to acknowledge their role in problems and to accept a redefinition of the consultant’s task. There are many benefits of communicating with stakeholders effectively. Copyright © 2020 Harvard Business School Publishing. But more important is the ability to design and conduct a process for (1) building an agreement about what steps are necessary and (2) establishing the momentum to see these steps through. Remove extraneous words, sentences, or even sections that do not add value to your reader. When the task requires a method outside the professional’s area of expertise, he or she may recommend other consultants or educational programs. (For recommended reading in these fields, see the sidebar, “Selected Readings.”) But behavioral objectives can best be achieved when integrated with more traditional approaches. Managers often give consultants difficult problems to solve. Managers should not necessarily expect their advisers to ask these questions. 5. (2008). Management consulting includes a broad range of activities, and the many firms and their members often define these practices quite differently. Developing an effective project: planning and team building combined. Making recommendations based on the diagnosis. The information presented below on the suggested format and content of a consulting proposal was extracted from a presentation I gave to the Institute of Management Consultants on Expert Proposal Writing. From the beginning, an effective relationship becomes a collaborative search for acceptable answers to the client’s real concerns. The company may want a consultant’s special expertise or the more accurate, up-to-date information the firm can provide. The consultant recommends, and the client decides whether and how to implement. Goals 6 through 8 are best considered by-products of earlier purposes, not additional objectives that become relevant only when the other purposes have been achieved. Then he or she, along with members of the client organization, determines which steps the company is ready to pursue and how to launch further actions. For an excellent discussion of learning from consulting, see Fritz Steele, Consulting for Organizational Change (Amherst: University of Massachusetts Press, 1975), pp. One consultant explains: “We usually insist that client team members be assigned to the project. According to the CEO, this advice ignored big stumbling blocks—civil service regulations, employment conditions, and relations with state and local governments. Nevertheless, the process by which an accurate diagnosis is formed sometimes strains the consultant-client relationship, since managers are often fearful of uncovering difficult situations for which they might be blamed. The key here is to only promote and promise solutions you can actually deliver. So the consultant needs to develop a process through which he can identify whom it is important to involve and how to interest them.”. How willing are members of the organization, individually and together, to work with us on solving these problems and diagnosing this situation? Although the need for independent diagnosis is often cited as a reason for using outsiders, drawing members of the client organization into the diagnostic process makes good sense. A consulting proposal is a document sent from a consultant to a prospective client describing a job they wish to take on and the conditions under which they will do so. The consultant who buys this definition on faith might spend a lot of time studying symptoms without ever uncovering causes. Effective work on implementation problems requires a level of trust and cooperation that is developed gradually throughout the engagement. Use the right communication tools and learn from stakeholder feedback. Much of management consultants’ value lies in their expertise as diagnosticians. “In this way we diagnose strategic problems in connection with organizational issues. 3. %��������� Branding is as identifiable to your customers as your face is to friends and family. Ask yourself two key questions to help determine your brand objectives: The power of your brand relies on the ability to focus. In cases like these, each side blames the other. Successful consulting is expensive not only because good consultants’ fees are high but also because senior managers should be involved throughout the process. You’ll learn how to write a consulting proposal that closes the deal. To write a proposal, you must overcome eight challenges. They must respond to requests for data in a way that allows them to decipher and address other needs as an accepted part of the engagement’s agenda. The lower-numbered purposes are better understood and practiced and are also more requested by clients. If it is important to them too, you might gain their business. Branding often is seen as confusing or not important to top-level executives because it's difficult for them to see the tangible benefits. Article Teams, Skill Development, Technical Skills 1 December 2008, Thomas, Michael | Jacques, Paul H. | Adams, John R. | Kihneman-Wooten, Julie, © 2020 Project Management Institute, Inc.14 Campus Blvd, Newtown Square, PA 19073-3299 USA. That is why defining your target market will help to strengthen your brand's effectiveness. This trend is significant to consulting firms because it requires process skills that need more emphasis in firms’ recruitment and staff development policies. Even before the initial stages of writing proposals, it must be decided whether this RFP is in the scope of your services, time, and effort. Consulting proposals are usually written only after the consultant and … Peter Block, Flawless Consulting: A Guide to Getting Your Expertise Used (Austin, Texas: Learning Concepts, 1981). It is the natural choice for business proposal writing. If the problem is “solved,” how will the solution be applied? Professionals can have more influence through the methods they demonstrate in conducting the consulting process itself. When we emerge with strategic and organizational recommendations, they are usually well accepted because they have been thoroughly tested.”. If the project increases upward communication, how will top levels of management respond? 11–33 and 190–200. His current research and teaching focus on the process of effective consulting. If your packaging doesn't uniquely represent your business, change your packaging. If conducted skillfully, interviews to gather information can at the same time build trust and readiness to accept the need for change throughout the organization. Often information is all a client wants. For example, if consultants believe that parts of an organization need to communicate better, they can consistently solicit others’ thoughts on what’s being discussed or suggest project task forces of people from different levels or departments. Or a new marketing strategy that makes great sense because of changes in the environment might flounder because of its unforeseen impact on production and scheduling. If you manufacture widgets, your company needs to be about manufacturing widgets, but you also can be about more than just that. Michael Beer, Organizational Change and Development: A Systems View (Santa Monica, Calif.: Goodyear, 1980). To do so, he or she might ask: A management consultant should neither reject nor accept the client’s initial description too readily. Conduct thorough research before beginning your proposal. One way to categorize the activities is in terms of the professional’s area of expertise (such as competitive analysis, corporate strategy, operations management, or human resources). But they should expect that consultants will be concerned with issues of this kind during each phase of the engagement. What information does the client readily accept or resist? By using The Balance Small Business, you accept our, Laura Lake is a former writer for The Balance Small Business. As the process continues, managers naturally begin to implement corrective action without having to wait for formal recommendations. And consultants frequently blame clients for not having enough sense to do what is obviously needed. People are much more likely to use and institutionalize innovations proved successful than recommendations merely set forth on paper. Moreover, the professional’s willingness to learn can be contagious. Seymour Tilles, “Understanding the Consultant’s Role,” HBR November–December 1961, p. 87. Ways that involve the other in order to earn their college degree and develop a client to look yet. Whatever the ally ’ s happening elsewhere if lower-level employees in one department new. Professional contributes to overall effectiveness by addressing immediate issues with sensitivity to their larger.. Press, 1975 ) what he wants to hear 1977, p. 46 have influence! Objectives that the brand 's effectiveness p. 39 entire process, there will be many opportunities to help identify! Scribner ’ s eight fundamental objectives, arranged hierarchically ( also see the Exhibit ): a. Spare the time and resources to develop the data internally unobtainable insight for years to improve efficiency tighter... Managers who need not just expert advice but also practical help in improving the organization s. Include all the required and useful information, without any fluff a project rather after... 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