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THE LIMITATIONS
23rd February 2006, Page 50
23rd February 2006
Page 50
Page 50, 23rd February 2006
— THE LIMITATIONS
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"As a consultant you cannot advise a customer to spend money they haven't got," Derek Bell points out.
These experts are not given carte blanche to set about a job a project is drawn up between consultancy and customer. You need a clear brief and objectives," Bell stresses.
Consultants advise, but final decisions remain with the customer. So what happens if an own-account operator's 3PL gets things wrong after the consultant has recommended them? Technically, because the customer holds sway, he is responsible.
But bad news spreads fast and Gwynne Richards stresses that a consultancy's misjudgements will hit its main marketing tool its credibility.