Running a small consulting firm comes with its own unique set of challenges. One of the biggest hurdles many face is figuring out how to increase sales and grow the business. It’s a question that seems simple, but in practice, it can feel overwhelming. Whether you’re starting your own firm after leaving a larger consulting company or aiming to work with your former employer and their competitors, the path to success always begins with one important question: What should your consulting sales strategy be?
In this article, I’m going to walk you through the best ways a small consulting company can boost its sales. I’ll share some insights from my experience and take a look at a key factor many consultants overlook—the impact of time on a sales deal. Because as the saying goes, “The longer you wait, the more likely the deal will slip away.” Let’s explore how you can change that and get your sales on track.
Avoid the Common Trap of Over-Planning Your Sales Strategy
When you’re trying to increase sales for your consulting firm, it’s easy to fall into the trap of over-planning. You may spend weeks, even months, analysing the market and preparing detailed strategies, only to realise that the most important step is simply getting out there and engaging with clients.
I learned this the hard way when I was sent to help turn around a struggling office. I was tired, jetlagged, and wearing the same clothes from the night before—definitely not my best look. To make matters more complicated, I was working with a team of partners I had never met in a country where I didn’t know anyone.
Instead of diving into a deep analysis, we had a casual conversation about what was going wrong with sales. The team had created a lengthy presentation based on detailed market research, but I quickly realised that their approach was too focused on theory and not enough on real relationships.
The key takeaway? Sales don’t grow from overthinking. They grow from connecting with the clients you already know and listening to their needs. It’s better to start with simple, direct action than to get lost in endless planning.
Why Talking to Clients Beats Endless Analysis in Sales?
When it comes to growing your consulting sales, the real secret isn’t in creating the most detailed analysis. It’s in talking to the clients you already know. During a past experience, I found myself in a room with three partners, none of whom knew anyone in Latin America. They had researched the market thoroughly and identified potential clients, but they had never met them.
I realised the best way to start was to meet the clients they already had access to. The partners knew about four clients each, which gave us a direct path to start building relationships. Sure, I didn’t speak the local languages, but that wasn’t a barrier. I told them, “I have access to the world’s greatest translator”—and that meant connecting on a human level. Sometimes, it’s about creating those personal bonds, even in an unconventional way.
The point is, no matter how much analysis you do, if you don’t establish a connection with your client, it doesn’t matter what you know about their issues. Sales aren’t won in a meeting room full of analysis—they’re won by understanding the client and earning their respect.
Grow Your Consulting Business by Leveraging Existing Relationships
When it comes to growing your consulting business, the key is to start with the relationships you already have. You don’t need to spend endless hours analysing reports or trying to impress potential clients with complex strategies. If you know a client, chances are you already understand their needs, so why overthink it?
The mistake many boutique consulting firms make is feeling like they need to have everything figured out before meeting with a client. They spend too much time putting together lengthy presentations or researching every little detail just to feel prepared. But in reality, clients want to know that you understand them and can offer real solutions—not that you’ve spent hours crafting the perfect slide deck.
If you already know the client, focus on having a conversation. Ask them what issues they’re facing, and then offer your expertise. Your strategy doesn’t need to be complicated; it just needs to be focused on what the client needs right now.
If you don’t know the client, then it’s fine to start by identifying who you can meet and work with. But don’t waste time creating unnecessary analysis for companies you don’t know. Building relationships should always come before deep dives into data, especially when you’re working with limited resources.
The bottom line is that your consulting sales strategy should begin with the people you already have access to—your existing relationships. That’s where the real growth happens.
Sales Strategy for Consulting Firms: Focus on Survival First
When you’re starting a consulting firm, the first priority should be survival. It’s easy to get caught up in developing the perfect sales strategy, but that can wait. What matters most is staying in business. You need to cover your basic costs and generate enough revenue to break even. This may not sound glamorous, but it’s necessary for long-term success.
As you serve clients and learn from real-world experiences, your sales strategy will naturally evolve. Only after engaging with clients will you know what works and how to improve. Focus on surviving first, and once you’re stable, you can refine your strategy for growth.
What Actually Works in the Field: Real-World Sales Insights
When you’re building a consulting firm, it’s easy to get distracted by the success of big names like McKinsey or BCG. But it’s important to remember—they didn’t start out as the giants they are today. They grew through real-world experience, learning what actually works by serving clients and adjusting along the way.
Many boutique firms make the mistake of turning down work because it’s not prestigious enough. But here’s the truth: nobody knows you yet, and the work you do in the beginning doesn’t need to be glamorous. It’s about building relationships, delivering results, and learning. Whether the client is big or small, every project is an opportunity to gain experience and improve.
You can’t jump straight to high-level, elite clients without taking the necessary steps. Just like countries that began with basic work before moving up the value chain, you must start where you are—this is a crucial aspect of what a sales consultant does in the field: helping businesses move from basic strategies to more advanced methods. The key is to begin, learn, and gradually move toward more valuable work as you grow.
Use Your Strengths and Resources to Your Advantage
When you’re starting a consulting firm, it’s easy to get caught up in the idea of doing only high-level work. But the reality is, you have to start somewhere. Trying to develop a perfect strategy for the kind of work you dream of doing before actually meeting clients is a mistake many boutique firms make. It’s like creating a plan for a Fortune 100 company without ever talking to them—it’s simply not practical.
Instead, focus on the strengths and resources you have right now. If a client comes to you with a simple project, don’t hesitate to take it on. Even if the work seems basic or “mediocre,” it’s your chance to start building relationships and proving your value. Think of it as a stepping stone to bigger opportunities down the road.
And while you’re working on these early projects, you can always add extra value. Find ways to enhance the work you’re doing and gradually improve your approach. The key is to build experience and reputation, knowing that each step forward is leading you closer to your bigger goals.
Don’t Wait to Make Money—Build While Selling
When you start a consulting firm, don’t wait for the perfect plan; you need to make money now. Find a client, sell something—anything. Don’t get caught up in thinking you can only do “ideal” work. Every consulting firm is always figuring out new ways to serve clients and create opportunities; if you wait until you think you’re ready, you’ll be years behind.
It’s also important to set aside your ego; you’re not trying to prove you’re elite right now. Instead, focus on survival. Build your business while you’re selling and learning. The goal is to stay in the game and keep moving forward, no matter how small the steps.
Client Opportunities May Be Closer Than You Think
Sometimes, client opportunities are closer than you think. You don’t always need months of planning or research to find them. Simply engaging in a conversation can teach you more than endless preparations. When you’re trying to make a sale, being in the client’s environment is key. Just being at their office can give you valuable insight into their energy and culture, and you might meet new people who can open doors.
I remember working on a major restructuring project where I spent a lot of time sitting in the reception area, waiting for meetings. It was amazing how many interesting people I met just by being there. On one trip to Latin America, I ended up sitting next to a potential client on a flight—although it didn’t lead to a deal, it gave me valuable insights into that company and helped me with my existing
clients.
Meeting people and having those conversations can challenge your assumptions and show you what clients really want. By jumping into the process and engaging directly, you’ll gain a clearer understanding of how to serve them.
Less Work, More Sales: A Hidden Benefit of This Approach
A common mistake many boutique consulting firms make is overworking themselves to impress clients. They spend too much time doing extensive analysis, creating detailed reports, and trying to prove how much they know. While this might seem like the right approach, it often doesn’t bring the results they expect. The truth is, clients don’t always want to see a massive report with tons of data; they want practical, actionable solutions.
Instead of over-analysing, focus on solving the problem with just the necessary analysis. This is where less work can actually lead to more sales. By focusing on only delivering what’s required, you avoid overwhelming the client with unnecessary information and make your proposal more effective.
It’s also important to build relationships with your clients and peers, showing them your thinking and focusing on results. Once you meet a client, you’ll realise that many things you thought they wanted aren’t actually important to them. By minimising the work you do upfront, you can get to the heart of the issue faster, delivering what the client truly needs—and that’s the key to generating more sales with less effort.
Define Your Minimum Viable Offer and Key Delivery Steps
When running a boutique consulting firm, it’s important to define your minimum viable offer and the key steps needed to deliver that service. Everyone has different personal commitments, like needing to care for a family member or pick up kids from school. These factors shape how you build your consulting model.
Your minimum viable service is the simplest version of the work you can do for a client that still meets their needs. For example, if you’re providing strategy consulting, think about what the smallest, most effective strategy you can deliver would look like. For an operations plan, it’s the bare essentials that will get the job done.
The critical delivery path is the process you follow to provide this service. Will you create all the slides yourself, or can you delegate? Will you do all the analysis, or can you streamline the process? As you work, you’ll learn that many tasks you thought were essential are actually unnecessary. This allows you to focus on the core work that truly moves the needle for your clients.
Evaluate Your Sales Planning: Where Do You Really Stand?
When evaluating your sales planning, it’s crucial to honestly assess where you stand compared to where you want to be. Take a step back and compare your current performance with your goals. Are you on track to hit your targets? Are you spending your time on the right tasks that align with your sales strategy?
Ask yourself some tough questions: Have you been meeting with clients regularly? Are you focusing on the right prospects? Or, are you caught up in tasks that don’t move the needle, like over-preparing for meetings or trying to perfect a strategy before engaging with clients?
A good self-assessment is not just about tracking numbers or sales but also about reviewing how efficiently you’re operating. Are you taking action or waiting for the perfect plan to fall into place? The key is to recognise where you need to improve and make adjustments. The faster you evaluate your position, the quicker you can act to get back on track.
Don’t Let Delays Kill Deals—Act Quickly and Decisively
Delays can be the silent killer of deals. When a potential client shows interest, it’s crucial to act quickly. The longer you wait, the more likely you are to lose their interest and the opportunity. Why? Because timing impacts two key things: emotional interest and circumstances.
When a lead first reaches out, they’re excited and ready to buy. But if you don’t respond quickly, that excitement can fade. You also risk the client’s circumstances changing—budgets may be cut, deadlines may pass, or their needs may shift.
Your competitor is always just one click away, and if you don’t stay engaged, they’ll move on. So, when a lead shows interest, jump on it. Whether through a quick email, phone call, or social media message, make sure every interaction adds value. Share how you’ve helped similar clients and offer real solutions, not just sales pitches.
Keeping the process moving fast and efficiently can make all the difference in closing a deal, and it ensures you don’t lose out when the opportunity is still fresh.
Break the Cycle of Sales Procrastination with the Right Mindset
Sales procrastination is a common issue, especially when you feel stuck or unsure about how to approach it. It’s easy to get distracted by tips and hacks on how to improve your sales, but these strategies won’t work unless you first develop the right mindset.
For many business owners, especially those without a sales background, fear or avoidance of sales can become a habit. Some may have had bad experiences with sales, and as a result, they hesitate to take action. Others simply get sidetracked by other tasks, letting sales take a backseat. But the truth is, without a strong sales mindset, progress will always be slow.
To break the cycle of procrastination, you need to make sales a top priority. Change the way you think about it—approach it with confidence and eagerness. When you first started your business, you believed in the value of your service. Remember that! Own your belief in what you offer, and constantly remind yourself of how much your clients will gain from working with you.
When you have this conviction, nothing will stop you. You’ll be able to handle rejection, learn from each experience, and keep moving forward. The key is to act with confidence and make sales a part of your daily routine.
4 Proven Tactics to Speed Up Sales and Close More Deals
Follow the 1-Day Rule to Maintain Sales Momentum
To keep the sales momentum going, follow the 1-Day Rule: respond to a client’s inquiry or request within 24 hours. When you’ve made a pitch, and the client seems interested, don’t let silence kill their enthusiasm. If you wait too long to follow up, they might lose interest or look for other options.
Life can get busy, but it’s crucial to stay engaged. Whether it’s sending a follow-up email or providing the information they asked for, make it a priority. A quick response keeps the excitement alive and shows your commitment.
Of course, there’s such a thing as responding too quickly. If you get a message late at night, wait until the morning to reply. This helps you maintain a professional pace without seeming too eager.
Master the First Meeting: Set the Right Tone and Direction
The first meeting with a potential client is crucial—it’s your chance to set the right tone and direction for the relationship. A key rule to follow is the First-Meeting Rule: when a prospect offers you a few meeting times, always take the first option, even if it’s inconvenient. This might seem extreme, but time is not on your side. The more you delay, the higher the chance someone else will swoop in.
When you meet quickly, you stay top of mind for the prospect, who is likely considering other options. By acting fast, you show that you’re eager and ready to move forward.
I remember when my partner and I were just starting our consulting business, we had a chance to pitch to a big international client. Despite the odd timing, we jumped on the opportunity and took the first meeting slot, even though it was at midnight for us. That decision helped us win the deal and set our business in motion.
Identify and Clarify Your Prospect’s Core Objectives
One of the main reasons prospects struggle to make a decision is ambiguity. When they’re unsure of what they want or how you can help, they often freeze. This decision paralysis can delay or even prevent a deal from moving forward.
To help your prospect, start by clarifying their core objectives. Ask questions that help them identify their pain points and desired outcomes. Once you know what they truly need, show them how your service can meet those goals.
It’s also important to simplify their choices. Offering too many options can overwhelm them and slow down the decision-making process. Focus on what really matters and help them feel confident in their choice. Share relevant case studies or success stories to show them the potential benefits of working with you.
By addressing their fears and making the process easier, you’ll increase the chances of closing the deal.
Create Urgency Without Pressure to Accelerate Decisions
To accelerate decision-making without pressuring your prospect, create a sense of urgency in a way that maintains your integrity. Rather than using tactics like “supplies are limited” or “another buyer is interested,” which can feel manipulative, you can use more subtle approaches.
For example, gently remind the prospect that the key resources you would allocate to them might not be available if other deals close first. You can also set a deadline for your proposal, protecting yourself against rising costs or limited availability. This creates a natural urgency while keeping the process professional.
Another way to encourage quick decisions is by highlighting the ongoing costs—both financial and emotional—of not addressing their pain points. By pointing out how much longer their problem will persist if not resolved soon, you help the prospect see the urgency of taking action without feeling rushed.
Summary: Key Lessons to Improve Your Consulting Sales
To improve your consulting sales, one of the key lessons is learning how to create a sense of urgency. This doesn’t mean pressuring your clients but helping them see why acting now is important. For instance, you can remind them that the resources they need may not be available if other deals close first. You can also set deadlines for proposals to protect yourself against rising costs or limited resources.
In the world of Sales Consultancy Services, understanding the balance between creating urgency and maintaining a professional, pressure-free approach is crucial. A sales consultant helps businesses like yours stay on track by identifying opportunities and guiding you to close deals more effectively. They focus on helping you find solutions for your clients and make decisions quicker without making them feel rushed.
Ultimately, the goal is to keep the momentum going so your clients don’t lose interest or look elsewhere. By applying these tactics, you can improve your sales process and build stronger relationships with your prospects.
