4 tips for consultants wanting to win high-fee projects in Key Accounts.

4 tips for consultants wanting to win high-fee projects in Key Accounts.

Key Account development is strategic.

I've found getting into big businesses requires strong stakeholder relationships. To develop these I had to show off my value-creation abilities.

If you want consultancy revenue growth with Key Accounts here are 4 useful tips direct from my experience in the field:

#1. Build a Growth Blueprint.
The first thing I had to do was decide my goals for the Key Account. And then craft a plan for achieving those goals.

That may sound a bit grand. It boiled down to looking at organisational structure, key executive players, and politics.

#2. Become a Business Issue Finder.
In the early days, I made the mistake of waltzing in with a 'hard sell'. Pitching experiences and credentials didn't work that well.

The smarter alternative was researching issues critical to the client's business. Overlooked, expensive problems, were the best.

#3. Position yourself as an Expert Advisor.
Once I'd found an expensive issue I'd package it up in a way that was attention-grabbing and compelling.

This allowed me to explain the issue, offer my point of view, and then consult as an expert advisor. That meant asking the client about their perspective.

#4. Help the client with an Impact Assessment.
I found there is a point where the client recognises the issue raised as important and urgent. Or they don't.

If they did I'd pivot into the deal-making process. If not I'd start in expert advisor mode and arrange a follow-up meeting in the future.

To sum up, winning a Key Account takes time. You have to be in it for the long haul, not just the quick wins.

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