If you are actually a consultant and acting as your client's trusted advisor, there will be no questions or doubts. First give them options. Don't run in telling them you are representing the greatest product. Next, educate them on all the options and give them your honest opinion and recommendation. Then let your client choose.


If they choose a path you don't particularly care for, tell them and bow out gracefully or refer them to another consultant. Acting as a consultant I believe this is the only way. Now if you're a value-added reseller you may want to go about this differently, and the author explains that in saying the company must define its strategy, in turn defining how you should act with your clients, vendors and other strategic alliances.