In consulting, sales skills vary widely.

In consulting, sales skills vary widely.

The best consultants refine many micro-aspects of their sales conversations.

They make relationship-building, uncovering opportunities, navigating challenges, and gaining commitment look effortless. And with plenty of practice, it becomes just that.

But it’s a lot easier when marketing has done its part—positioning the firm with an issue-based value proposition, pre-targeting qualified buyers, and warming them up ahead of time.

The real challenge is measuring the quality of the contacts marketing generates.
⇥ Engagement alone isn’t a useful success metric for marketing.
⇥ If a prospect isn’t qualified, they may need nurturing.
⇥ A name from a webinar list is not a lead.

And reaching buying decisions for consulting projects can be complex. It’s seldom a straightforward, linear journey from awareness to commitment.

To ensure alignment and drive success, both marketing and sales must focus on the client’s buying process. Here’s where the focus should be:
↳ Raising awareness of an issue.
↳ Sharing insights about possible solutions.
↳ Help clarify needs and facilitate solution evaluation.
↳ Provide recommendations and confirm stakeholder alignment.
↳ Support the client in planning project execution, ensuring smooth kick-off

Once we understand the client’s buying journey, consultants can determine whether a lead is ready for a direct sales conversation or if they need an insight-led marketing conversation to uncover potential projects and build relationships.

Marketing plays a crucial role in providing the nurturing assets consultants need to engage effectively. These could be case studies, content, webinars, and other resources that address specific client challenges and position the firm as a trusted adviser.

𝗕𝗼𝘁𝘁𝗼𝗺 𝗟𝗶𝗻𝗲: Rather than focusing solely on improving individual sales skills, the key to improving lead conversion is aligning marketing and sales efforts. When both teams are on the same page, consultants can focus on qualified leads, build stronger relationships, and move deals forward more efficiently.