The Sales Hire That Never Works in Consulting

I see it all the time.

A founder builds a consulting firm on the back of their own reputation. They’re the rainmaker, the closer, the trusted expert. But at some point, they hit a wall. They want to scale, remove themselves from the constant cycle of spinning plates, and finally get some breathing room.

And that’s when they make a very expensive mistake.

They decide to hire a salesperson.

Not just any salesperson—a “pro” with a deep rolodex, someone who promises to bring in new business and “handle” sales so the founder doesn’t have to.

It sounds like a golden ticket. It never is.

In 20 years, I have yet to see a single consulting firm successfully scale this way. What I have seen? Millions of dollars wasted on sales hires that go nowhere.

Why?

Because professional services sales is not transactional. It is built on trust, positioning, and relationships. And no matter how good a sales pro is, their rolodex is theirs, not yours. At best, they get a few meetings as a favor. At worst, they alienate your market by pushing too hard and making introductions that don’t convert.

So what does work?

Here is the model I have seen produce real, repeatable results:

1. The Founder Gets Serious About Positioning. Instead of chasing leads, you become known for something. You shift from outbound pitching to inbound attraction. You own a niche.

2. You Hire a Sales and Marketing Coordinator (or whatever title fits). This is not a senior “closer.” This is someone who learns the business, becomes the founder’s wingman, and deeply understands the clients the firm serves.

3. They Facilitate, Not Force. Instead of selling, they help position the firm in front of the right prospects, making leadership a welcomed guest, not an uninvited pest.

4. They Stickhandle the Process. Drafting proposals (if needed), setting up next steps, keeping deals moving. Over time, they develop their own relationships—and before you know it, they are bringing in business, not because they sell but because they have built trust.

5. Then You Scale. You add a wing person for them as demand grows. You build a growth system that is not reliant on one salesperson’s contacts, but on a repeatable, scalable process.

This approach works.

Have you tried hiring a salesperson for your firm? How did it go? Let’s discuss. Comment below.

If you are at the point where you are considering hiring a sales savior, let’s talk (link in my profile to book an appointment). There is a better way.

P.S. Whenever you’re ready, here are 4 ways I can help you grow your consulting firm:

1. Get The Niche Consulting Growth Playbook (Now available in audiobook) It’s the roadmap to attracting prospects, signing clients, and scaling your consulting firm. Grab your copy on Amazon here.
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