Being a great consultant - it's just like ABC.

A client of mine in the legal sector asked me last week about the well known acronym in sales of "ABC - always be closing."

"What is your view on this?" he asked me.

My simple view is that the acronym "NBC" applies better in professional services.

"Never be closing!"

Clients making large financial investments in your skills and expertise do not want to be "closed." Perhaps that has a place in certain sectors where business comprises high volume/low value transactions. But not in professional services. "Closing" implies we can somehow skillfully coerce or use language to manipulate the client into making a buying decision. All of which will create a lack of trust.

Ask yourself when you are a customer of any kind. "Do I like to be closed?" I suspect not!

Let's hear more from an expert on this and also on a much better application of the "ABC" acronym.

In the book Getting Naked (which professional services consultants in all sectors should read by the way), Patrick Lencioni introduces a powerful concept: "always be consulting." It’s a principle that redefines the traditional view of sales and professional services by focusing on constant value creation and genuine client relationships.

Lencioni contends that consultants shouldn't wait for formal invitations to offer insights. Instead, they should proactively contribute wherever they can, sharing feedback, advice, or solutions even if it feels risky. The goal is to prioritize the client’s success over your own security or agenda.

This approach requires client knowledge, proactivity and some vulnerability. "Always be consulting" is about being authentic, honest, and fearless. Clients respect and trust those who demonstrate a genuine commitment to helping them, even when it’s difficult. Clients will appreciate you getting on the front foot with an insight, observation, article or data point that might be useful to them and their business.

By embracing this mindset, consultants in any sector of professional services will foster deeper, long-lasting relationships based on trust and value.

“Always be consulting” is a mindset, much more than it is a skill or a tool.

A mindset that can set you apart. And the good news is it’s not about selling.

It’s about serving.

It is about educating not selling.

Or as I see it, it's perhaps as simple as that great kiwi phrase we use. "Just being a good bugger!"

#Consulting #Leadership #PatrickLencioni #GettingNaked #ClientSuccess