Thoughts on how to sell strategy and consulting

Selling consulting is hard. Selling strategy and knowledge and soft skills is not as easy as selling products or services. 

Why? Because when we sell products and services, we tell customers exactly what they’re getting. We give them a list of tangible deliverables and benefits. This is easier with products and services because we know exactly what goes into making them. We can tell customers that the tee shirt is embroidered on a thick material; we can tell them they’ll get a one-hour massage that will leave them rejuvenated. 

With strategy and consulting, it’s harder to commodify this. I’m no expert at it yet (I intend to be in the coming years) but one thing I’ve learned is this: it helps to list out the methods by which you deliver the strategy or consulting. Saying you’ll give clients a “two-hour consulting call” is painfully nebulous. They don’t know what that looks like, and how it will help them. But, if during your consulting call you’ll take them through a “30-minute discovery workshop” or give them a “social media playbook,” then list those things out. Explain how they work. Show examples. 

If you’re delivering strategy with a team, commodify the time the team spends working. Sell a “five-day strategy sprint with a copywriter, a designer, and a creative director.” List out the meetings and deliverables. 

This makes strategy offerings much more tangible for your clients.