Focus On The Client, Not Office Decor.(MANAGING FOR SUCCESS)(REAL SOLUTIONS)

Byline: Morey Stettner

For executives abandoning corporate careers to set up shop as consultants, here are three rules: conserve cash, avoid discounting your services and treat clients like gold.

"There's a profound difference between entrepreneurs and executives," said Douglas Reeves, author of "It's All About the Client" and a leadership and learning consultant who has worked on five continents and all 50 states. "Expend all your energy on serving clients. Don't try to impress them with ornaments like an expensive office."

Just because you have expertise doesn't mean you'll make millions as a hot-shot consultant, Reeves says. The key is to lavish clients with superior service that sets you apart from competitors.

Listen more than you speak when you converse with clients. "Endlessly self-aggrandizing" personalities can sabotage their success as consultants, Reeves warns.

"People who have to talk about their intelligence and ability usually don't have very much," he said.

Instead of bragging, learn a client's needs and fill them. Offer a diagnostic tool for managers to improve their strategic planning or develop self-study ...