How Do I Promote Our Consultancy Services? In a Word: Don’t.

One of the most common questions consulting firm owners ask is: How do I promote my services? At face value, this seems like the right question to grow your client base. But what if I told you this is the wrong question entirely? Let’s unpack this and dive into a more effective approach to grow your consulting firm.

Why “Promoting Your Services” Often Misses the Mark

When most people think about promoting their services, they typically go about it by sharing lists of their offerings on their website, brochures, or social media. However, this “shopping list” approach falls flat. Why? Because potential clients often don’t understand the purpose and value these services offer and what problems they actually solve for them.

Instead of thinking like a salesperson, think like a specialist. Consider how medical professionals operate. A surgeon, for instance, doesn’t list procedures they can perform and wait for patients to choose. They diagnose a specific problem, recommend tailored solutions, and guide patients toward the best outcome.

To emulate this in consulting, your goal isn’t to promote a menu of services. Your goal is to position yourself as the trusted authority who solves a specific problem—with a unique, proven process.

The First Step: Positioning Instead of Promoting

Effective marketing starts with positioning. This means focusing on one of two strategies:

1. Specialize in a Specific Industry – Be the go-to expert for a niche, such as consulting firm owners with 5–30 employees, as we do at Business Flightpath.

2. Solve a Common Problem Across Industries – Offer a solution that addresses a universal pain point, like digital transformation for efficiency.

In some cases, you may blend these approaches. For example, specializing in growing consultancy firms through digital marketing and customer value strategies. Whatever your focus, your positioning must clearly answer the client’s internal question: Can this person/firm solve my problem?

Positioning creates trust. When your ideal client sees you as an authority in solving their unique challenge, they’re naturally more open to engage.

Building Trust Through Relationships

Let’s shift gears to relationships. Relationships—not promotions—drive sustainable client acquisition. And relationships begin with trust. Think about this analogy: walking into a bar and introducing yourself by listing your best qualities is unlikely to land you a date. Similarly, telling potential clients about your amazing services right away feels self-serving. Instead, start with a conversation.

Here’s how you can build relationships effectively:

1. Enter Their Conversation – Understand what problems keep your ideal clients awake at night. Your marketing should reflect these pain points and offer insights they’re already seeking.

2. Be Generous – Share helpful content that speaks directly to their challenges. Free guides, insightful articles, or short videos are great examples.

3. Build a Following – Nurture a network of engaged potential clients who see you as a valuable resource over time.

Asking for Business: The Right Way

Once you’ve positioned yourself and built a foundation of trust, it’s time to ask a vital question: Do you need help with this problem? But timing and approach matter.

Here’s what works:

? Don’t Ask Too Soon: All too often I see consultants offering their services as soon as the potential client shares their problem. Give your audience time to understand why they need your solution and why they can trust your expertise before offering your services.

? Diagnose First: Focus on understanding their unique situation before recommending a solution. It’s about earning the right to pitch. Before selling your solution, take time to dig deeper into their problems and demonstrate understanding. Feeling understood is a precursor to trust.

? Be Consistent: Outreach is a numbers game. Some leads are ready to buy now, others need months or even years. Regular and consistent communication that offers value and a reason to engage ensures you’re top-of-mind when they’re ready.

Marketing as a Two-Step Process

Far too often I see consultants with a focus on getting sales now, which is self-serving and undermines trust. Think of your marketing strategy in two stages:

1. Building Awareness: Create a pool of people who look forward to hearing from you. This involves crafting content that addresses their challenges and provides value upfront, which helps them to get to know you and like you.

2. Advancing Conversations: Move people from awareness to engagement. Nurture them through emails, social media interactions, or in-person conversations until they’re ready to trust you and discuss working with you.

This approach eliminates the pressure of “selling” outright. Instead, it’s about helping your audience see how your expertise aligns with their needs.

The Big Picture: Build, Ask, Nurture

When you approach marketing and client acquisition as relationship-building, the need for “promotion” dissolves. Start with positioning: what makes you uniquely qualified to solve a specific problem? Then build trust through helpful, relevant content. Finally, when the time is right, ask if they need help and nurture the relationship over time.

Done right, you’ll create a sustainable, scalable system for attracting and engaging ideal clients. And you’ll find that you don’t need to promote your services—they’ll naturally seek you out as the trusted expert.

Your Turn

How do you position yourself as a trusted authority in your industry? Share your strategies or challenges in the comments. Let’s continue the conversation!

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Learn more about how to grow your consultancy firm without creating more headaches. In Cracking The Code I reveal the 7 step system I have used to start, grow and sell 3 professional service firms, without being stuck in the centre of the business, freeing me to enjoy the freedom and prosperity many business owners desire.

Click the book image below to learn more.