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Attracting the Perfect Clients

Updated: May 19, 2021




One of the considerations a consultant must make when developing their initial business plan and strategy is considering their future clients. Depending on the consulting specialization, the nature of their business and target market, and even the personality of the consultant themselves, some clients will be more compatible with the message and services the consultant has to offer. Attracting the right clients is only the first step, though. Consultants must build trust through consistent dependability and productivity. Another important aspect of constructing a successfully consulting firm is solidifying “the deal” by crafting a written proposal that captures an agreed upon process improvement or other service. There are many factors that can contribute to success but there are four necessary functions that all consulting businesses must utilize. This paper will explore those function, clients, consulting, and building success. 


Clients, Consulting, and Building Success


While there are many critical aspects of consulting, perhaps none so vital as the clients themselves. Afterall, no clients mean no consulting practice. Understanding which clients are compatible with the consultant’s skills, traits, and attributes is a complex, yet key, consideration in building a lucrative consulting practice. The landscape of consulting is making accessibility to the most compatible consultant, or consultant firm, effortless as clients can research websites, videos, social media and any and all marketing materials the consultant produces, assuming it is tagged and appropriately posted online. Clients are no longer forced to rely on expensive elitism that demands higher and higher prices. A skilled consultant may be an individual who has practiced 30 years in the field, or a young entrepreneur who may not have the years of experience but does understand the interconnected nature of the digital society that is evolving ever so quickly. There are many critical elements that contribute to success in consulting including attracting the right clients, building trust, creating proposals, and mastering independent consulting when applicable. 


Critical Elements for Success in Consulting


Consulting, while a simple concept that entails applying one’s skills to the betterment of another’s situation, potentially has many moving parts and complexities. With few barriers to entry in the consulting market, meaning practically anyone can attempt to build a consulting business, the reality is that there is a lot of competition and huge variance in skill level and experiences. Distinguishing a repertoire of skills from the masses of consultants out there usually entails finding a niche. There are general consulting categories such as management consulting, HR consulting, IT consulting and other similar facets, however it would be most advantageous to specify the niche further. The idea would be to attain mastery in that niche and find way to become recognized in that field, it is far harder to get that recognition the more generalized the niche. For example, and management consultant may specialize in change management with a focus on corporate culture during acquisition. In this way, they would market themselves to corporations that are undergoing acquisitions and provide data on the impact of an acquisition on their company’s culture. Why is that important? Because culture drives performance, employee satisfaction, and can impact the bottom lin. In addition, there is likely a lot less competition then if the consultant simply marketed themselves as a management consultant. 


Attracting Clients


Not so long-ago consulting was based primarily on word of mouth. Today, many potential clients turn to technology, specifically online platforms and search engines, to locate consultants. Schippers discusses how to be more client-centric by using technology, speaking highly of the use of social media marketing and developing business through online awareness. That is not to say that the things like the business card is obsolete, on the contrary the gesture of presenting a business card can communicate that the consultant is are of the rules and ready to play the game, essentially creating a tangible way to make a connection . 


Building Trust


Building trust is a fundamental product of positive and beneficial human interaction. The phenomenon of trust stems from the human need to connect as well as the need for safety . Although the roots of trust building are firmly planted in evolutionary mechanisms, their application in consulting are no less important. Burns discusses the important of being aware of client’s touch-points. Of course, those points can differ from client to client, but things like quick response times to emails and calls, consistently updated websites, and even the consultant’s tone of voice are all very common. If phone calls are consistently returned in less then 24 hours the client will begin to build trust that even if the consultant does not pick up that instant, there will be a response shortly, and they may not search elsewhere for services right away. On the contrary, if that very important point of contact is not nurtured a client will client search for a more dependable consultant. 


Crafting Proposals


A proposal should be crafted after the consultant has already had a conversation with the client, essentially landing the sale, but needing to solidify the details in writing. Zipursky discusses the common misunderstanding that the proposal is supposed to win over the client or land the sale, but the business should have already been won at the point that the proposal is produced. Focusing on the buyer, and not the consultant’s business is another essential aspect of an effective proposal. 


As mentioned, a conversation about the consultant, their business, and relevant information to the proposal, should have already been previously discussed. On that note, the proposal should not contain any new information, clients may not be receptive to “surprises” in the proposal and that can even come across deceitful depending on the issue.  Zipursky also breaks down the structure for a proposal template including summary, goals, project details, responsibilities, investment and terms. These neat sections aid in formatting the document in an easy to follow manner where the client can skip straight to a particular section of interest, if needed. 


The Building Blocks for Successful Consulting


Although there is not one recipe for building a successful consulting practice there are common denominators that tend to point the way. When conceptualizing the business in its infancy, a consultant must dream big and start small in many cases. For some consultants, limiting views such as start up capital and invest