Search consultants and buyers of search services have one major thing in common: the former offers something invisible that the latter wants to buy. This something is called a service.

It is invisible because it is has no smell, taste, shape or touch; there is nothing empirical to it. You can always test drive a car, visit a house you intend to buy, or fit the suit that looks so good; but you cannot test a haircut or try-out a surgeon. As I outlined in an earlier post, every service has a consequence you can't turn your back on,  and this will constitute service as a good or bad experience. Indeed, the proof is in the eating of the pudding.

The problem with the "invisible" is that it is fickle. It is fickle because so many intangibles are involved, most important of all, your personal brand perception to clients and candidates. In our business, to quote Alan Weiss , "there is no empirical quality catalogue that buyers consult. The only thing that matters is what the perception of the buyer is". Therefore I can't stress it enough: perception is reality.

Therefore what matters is your communication, presentation, competence, integrity, passion and so on. Perception is established from the first time a prospect lays his or her eyes on you, throughout the time span of the business relationship. Most important, your brand perception is established de facto, with or without your help, including both positive and negative aspects.

Therefore, the fickle invisible is shaped through your interaction with everyone else in your business:  perception and personal branding happens by default, whether you like it or not. Therefore, take positive control  of all your interaction with clients and candidates.

If you believe this is unimportant, you won't stay long in the service business - you will become invisible yourself in very short time.