Being part of Afi
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Primary consulting
Our clients are Afi's raison d'être. Since our inception, we have coined the term ‘primary consulting’ to describe how we want our clients to perceive us. At Afi, consulting’ also means analysis, advice and training, which are different ways of responding to our client’s needs.
‘Primary consultancy’ means that clients know they can share their concerns with us because, first and foremost, we will give them an honest answer. It is more important to give a frank answer than to generate a sale, because the long-term value of trust is far greater than any single sale or project.
The best way to ensure that we comply with the principle of primary consultancy is to work with the client as if we were both part of the same company. Any recommendation or proposal we make to a client must be preceded by an affirmative answer to this question: ‘Is it the best option for the client?’.
We offer solutions, not hours
The logical consequence of primary consulting is that clients must be offered solutions, not hours. This approach creates conflict in other organisations, insofar as the main consequence of providing a solution is that you are no longer useful once the problem has been solved.
For us, this apparent conflict is an advantage, because it forces us to constantly reflect on our clients' problems and needs, and on how best to solve them.
Understand the customer and empathize with them
The necessary condition for offering a solution is that there is a real and relevant need. Identifying needs is very difficult when viewing the customer from the outside. That is why it is essential to understand and empathise with them; and to do this, it is essential to listen.
Empathising and establishing relationships with customers are a fundamental part of our work. Every interaction with a customer is an opportunity to get to know them better and to strengthen ties that allow us to identify potential problems to solve and opportunities to seize.
At Afi, everyone (not just the partners or those responsible for business development) is expected to cultivate these relational skills and build these kinds of relationships. The relationship with the customer is part of our professional development and is not optional. Excuses such as ‘I'm not very communicative’ or ‘I studied computer science’ are not valid.
Inspire the client
The client, like us, needs inspiration. There are many ways to inspire the client:
- We do not act passively; we always bring our vision.
- We offer input, and we also seek it.
- We share our sources of knowledge and inspiration with the client.
- We always offer the complete vision, relying on the other specialists in our organisation.
- We provide feedback to the client with and from our school. We try to create spaces for dissemination (events, publications, collaboration with the media, etc.).
This inspiration generates feedback that helps us leverage our growth. In short, it enriches us mutually.
Setting an example and delivering at an excellent level is also a way to inspire the client.
Be concise, be clear, be precise
Afi's tone is concise, clear and precise. When we communicate, whetherverbally or in writing, we avoid circumlocutions and ensure that we are clear in what we convey. Anything that does not add value detracts from it and, moreover, distracts attention.
We do not give customers answers we are not fully confident in, nor do we provide information or opinions that are not substantiated. Customers respect us because we are reliable, not because we know everything. We prioritise accuracy over immediacy, although if we do not have the answer, we seek it urgently.
Deliver today; improve tomorrow
Misunderstood excellence leads to inefficiency. We ensure that we deliver the level of excellence expected from us, but we do so efficiently.
We do not complicate the customer's life. We define solutions that can be implemented and that will work. A small project that is successfully executed is an excellent opportunity to validate our approach and grow.