2. Remains a client advocate and keeps the client's best interests and needs top of mind at all times.

A world-class consultant works closely with her client to uncover the real pain and assist them in developing solutions to the problem that allows the business to grow and prosper. Consultants should not conspire with their primary contacts to solve symptoms without addressing the real problems, and they confidently advise the customer to address the root cause of the issues that are being experienced.

Michael McLaughlin, author of Winning the Professional Services Sale, says that "top [professional services] sellers do share this goal: To deliver extraordinary value to their clients before, during and after the sale. To accomplish that, they uncover what each client really needs and use flexible, pragmatic strategies to chalk up wins for all concerned." He goes on to say that "packaged offerings" fundamentally change the consultant or consulting business from one focused on the client to one that is focused on the business.

While consultants must run a profitable business - without doing so we will not be able to work with clients to help them meet their goals - world-class consultants are insanely focused on meeting the needs of the customer. Some times that means telling the client things they don't want to hear, but in the end, it's all about the customer. This does not mean that we don't have to concern ourselves with what is in the contract or delivering a project on-time and on-budget. However, if a consultant determines at any point in the project that the scope of work defined in the contract is not going to meet the needs of the customers - maybe something has changed since the contract was executed - it is that consultant's responsibility to speak up.

You must talk with the customer about what has changed - ask them at key points of the project if anything has changed. When changes are significant enough to render the current SOW irrelevant, work with your client to redefine the project in a way to meets their critical needs, even if that means the project gets smaller.

Another way a world-class consultant can remain an advocate for the customer is to ensure that his company is aware of the client's needs and speaks openly about those needs that are critical. For instance, a consultant in a product company may learn that the client has needs that are not being met by the product or by another department, like Customer Service or Finance. The consultant should bring these concerns/needs to the appropriate people in his company. Do so in a manner that is non-threatening and helpful. Remember, these other groups could be hard at work solving the problem or may not even be aware that there is a problem - you don't want to accuse. Let them know, though, that the customer has a concern and help connect them to the client if they are not already working with them.

Consultants sell and deliver time, ideas, assistance, and guidance. Your goal is to be trusted by your client so they open up and want to work with you. Being their advocate and keeping their needs at the center of what you do will go a long way to showing them that you're on their side.