In the latest episode of "The Consultant's Way Podcast," hosts Dean McMann and Anthony Paluska engage with Pat Muirragui, an executive in professional services with a wealth of experience in engineering and customer relations. The conversation focuses on the integral role of professional services in consulting, particularly in technology and software sectors. Pat stresses that professional services should not be an afterthought but rather a core component of every deal, crucial for delivering value and building strong customer relationships.

Historically, professional services have been viewed as merely operational, often limited to implementing solutions. However, Pat argues that today’s consulting landscape demands a more strategic approach. He highlights the importance of empathy and understanding across technical and customer-facing roles, emphasizing that effective consulting involves engaging with various stakeholders, from developers to executives. This multifaceted engagement allows professional services to not only facilitate implementation but also ensure that clients effectively utilize the solutions provided.

Pat also discusses the pitfalls of offering professional services for free, warning that this can diminish their perceived value. When clients do not pay for these services, they may deprioritize them, undermining the potential for successful project outcomes. He emphasizes the importance of embedding professional services into deals to create accountability and ensure that projects receive the necessary attention.

The conversation encourages a proactive approach to client engagement. Pat advocates for equipping professional services teams with both technical knowledge and business acumen, enabling them to understand client challenges more deeply and propose effective solutions. By fostering intimate relationships with clients and focusing on their long-term success, consultants can drive not only immediate results but also sustained growth.

Overall, the episode offers a compelling perspective on rethinking the role of professional services within consulting practices, particularly in technology, where complex products and evolving client needs demand a more relational approach.