Clients concentrate on the benefits that we may provide them through our consulting service, but is there anything beyond the benefits? Freed (2003) has something interesting to share with us.

He reminds us that the counselor and the client have different expectations about how they will each benefit from proposed approach and results. The reality is that people aren't buying our service; they are buying what that service delivers—benefits. Not just the benefits, but the strategic privileges. They are looking for benefits that may enhance their strategic position in a business or an occupation. They want to know more about the distance they must go to eliminate their pain or realize their opportunities.

So, as we see the perception of benefits is different among different people. This perception varies by buyer and is conditioned by buying role. We are different people with different needs, desires, responsibilities, and perspectives. What might be a problem in customer service to one person might be a problem in sales effectiveness to another. What to one person might be perceived as increased inefficiency might to me be eroding profits. Yes, we are faced with different markets and different clients. How can we develop enough flexibility to adapt our services with different shapes of clients' benefits?   

Reference:

Freed R. C. & et. al. (2003). Writing Winning Business Proposals, NY: McGraw-Hill, pp. 90-93.