I Hate 'Consultants'

Independent restaurateurs often feel that they need to hire a consultant or someone who can help them increase their sales, reduce their expenses, or any number of ‘problems’ they may be facing.

I see this sort of ‘question’ or ‘request’ quite frequently on discussion sites and social networking sites like Fohboh ( http://www.fohboh.com/2008 ).

Here is my take on this….

In the past, I taught MBA students how to deliver ‘consulting’ and how to conduct consulting assignments. Having been a ‘consultant’ myself for so many years (I no longer do ‘consulting’; I prefer to be what online is called an ‘information marketer’), I was well versed in the do’s and don’ts of so-called ‘consulting’.

The biggest problem nearly everyone had was two pronged: (a) how can the person (prospective client) who has the problems, or feels s/he may need help, KNOW the right questions to ask? Then there was (b) how can the restaurateur – the one with the supposed problems – be objective about those same problems, since s/he is the one that has them or caused them in the first place?

It’s always good to remember when pointing a finger at someone or something, that if you look closely, you’ll see that you still have at least three fingers pointing back at you.

Objectivity, transparency, and honesty are the three prerequisites of any so-called ‘consultant’ (personally, I hate the word, myself…it’s been overused, hackneyed and done to death, kind of like the word: awesome, robust, coach and professional). Moreover, many restaurateurs use the words “consultant” and “coach” as if they are interchangeable.

They are not.  I, for one, understand that a coach is someone who listens to you objectively, helps you understand your problem(s) (or opportunity) and nudges you or points you in the right direction, once you know where you are, and where you want to go. It’s like a coach in football. He never goes on the field and plays. He coaches.

Many consultants, on the other hand, actually get in there and help IMPLEMENT the suggestions they have given to the client. ‘Big difference.  Sometimes the consultant dons the skates and plays a few shifts on the ice too. Unlike that football coach, he still can and will play the game.

Often, you can find a consultant with real world expertise and experience (remember you can’t microwave experience!) who has been in the trenches and really knows how to implement his own recommendations. S/he has not just learned these things from a book or being in school for four years. Anyone who has read or been to school can come stocked with ‘learned expertise’. But ‘experience’ is a whole different bag, entirely. You have to have lived it.

If you’re really fortunate, you might meet one who also knows how to coach the client/restaurateur and encourages him/her to get in the game, while actually playing a bit, if nothing else but to show the way.

In the next post, Part 2,  I’ll be talking about how to pay consultants, why you should NOT ask them to take a fraction of the action and other tips for working with them to maximize your return on the cost — or investment –  of having one around.

What do you think?  I’d love to hear your two cents’ worth. Give me your comments below…