Amateurs concentrate on getting through the guide. Pros focus on the client's critical success factors, objectives, and strategies. We are told that the idea of keeping baking soda in the refrigerator to absorb odors was discovered from a passing remark in a focus group. The Client Pros are more likely to have the stature and the inclination to stand up to the client when we know that the client is making a mistake 24. An essential component of professionalism is adherence to the highest possible ethical standards.
Pros have a way of looking like pros, amateurs like amateurs.
Our command of the situation actively engages both participants and observers, and makes the research director look good to top management. Pros understand the importance of building a relationship with the client and the client company, rather than just doing a project. While salespeople would appear gregarious, cooperative and even candid, there is a greater probability of hidden agendas, red herrings, smoke screens, manipulation, and avoidance of the difficult topics, such as the issues which make salespeople feel uncomfortable or even incompetent. Also, specific techniques would be needed to keep the group from degenerating into a gripe session, and to turn it around if it did. The consultant agreed to put on a workshop for the manager's analysts, but not the one originally requested.