How to compete against big-box consultancies

Hint: Flip the counter-argument on its head
 
This article is not intended to bash big consultancies. They provide valuable services. They employ lots of smart and hardworking people. They enjoy big-name recognition and cachet. They command top dollar for their services.
 
That said, what do you do if you’re not a big-box consultancy? What if you’re a “small box”--i.e., a boutique shop or solopreneur? How could you ever compete?
 
There are actually lots of ways.
 
SEAL Team Six
 
The United States Navy is huge. You don’t want to mess with, say, a carrier task force. Then again, how long does it take that carrier task force—with its contingent of support ships, fixed- and rotary-wing aircraft, and thousands of officers and enlisted personnel—to deploy? Heck, how long does it take them to execute a basic right-hand turn?
 
We think you see the point. So does the Navy. That’s why they maintain special forces; everyone knows about the SEALs. Small group. Elite. Highly trained. Stealthy. Power disproportionate to their size. You don’t send out the SEAL team for a major sea battle. You send them in when it’s appropriate. When they’re clearly the best option, and will deliver the kind of success you need.
 
Big-box agencies, by way of analogy, are not always the right choice. Let them go in when an army of bright-eyed MBAs is required. That’s not your jurisdiction. But by the same token, position yourself to “go in” when the key word is “agility.” Heck, you can complete an engagement in the time it takes a big-box to write up their proposal. So capitalize on your agility. It’s an inherent advantage. Seek out the clients, and assignments, that need you, that want you. It’s a two-way street: They won’t want, or need, a big-box consultancy any more than you will want them to hire one.
 
Compete on results
 
Depending upon your area of expertise, you may well be able to take a client to just as good of a “destination” as a big-box consultancy—if not better. The results you deliver can be best-in-class, without the added baggage or bureaucracy. If you literally wrote the book on a certain topic, then no one--no one—can “out-expert” you. You simply need to deliver the goods in the clearest, most cogent fashion available. (If that’s not your strong suit, contact us. We can, and do, help with these kinds of assignments all the time.)
 
By the way, if you’re a thought leader (and read our popular blog on how to attain thought leadership if you’re not), you already own the cutting edge of knowledge in your field. So keep current. Keep pushing the envelope. And keep putting yourself out there: in blogs, forums, op-eds, trade publications, social media, and so on.
 
Win on price
 
Big-box consultancies can deliver big results. But they also always deliver a big price tag. They have to: Their overhead is massive. They support sprawling payrolls, and maintain offices in some very pricey real estate. As a result, they’ll maintain a “floor” of pricing: projects below a certain budget (which you might find attractively lucrative) simply aren’t worth their while. They won’t even sniff.
 
If those are the “crumbs” they don’t want, then feast away! And don’t be ashamed of the fact that you, say, maintain a virtual office among your team. Make it clear. Prospects will understand. They’ll know you’re not gouging them to pay for your fancy office or bloated staff. Compared to the big boxes, your pricing will win everyday. The real concern, actually, is other small firms. That’s where the real competition lies. But the same principles apply: You can still edge out competitors on agility. You can still maintain a spartan overhead. You can still push the edge of your thought leadership. So go for it.
 
Be small, but don’t look small
 
While your svelte size and agility confer numerous advantages, you don’t want to look like an also-ran. Fortunately, these days, the playing field is pretty level. You can easily make a website that competes with those of the biggest firms out there. You can create proposals that are just as clean, deliverables that are just as impactful. Our advice: Be a stickler for all those details. You want to present your business as the best of both worlds—quality and value—so it’s incumbent upon you to not let anything fall through the cracks.
 
Need help with that next proposal, SME interview, or report? Want a pair of fresh eyes to review your web presence? Contact us today. We’d be happy to have a no-obligation conversation with you which we promise you’ll find valuable. 

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