The Two Types of Sales Every Consultant Needs to Understand
Most consultants don’t struggle with revenue because they lack expertise. They struggle because they focus on the wrong type of sale.
In a conversation yesterday with a new client, we uncovered a challenge that holds a lot of consultants back: they’re only chasing one type of sale, leaving revenue and opportunities on the table.
There are two types of sales in consulting, and if you’re not intentionally pursuing both, your pipeline will always feel inconsistent.
1. Event-Triggered Sales (The Fast Lane)
These sales happen when a company faces an urgent, high-priority issue. A major project kicks off, a system fails, or leadership realizes they lack a critical capability. The client isn’t just interested in a solution—they’re actively searching for one.
When you’re in front of the right decision-maker at the right moment, these deals can close fast.
How to Win Event-Triggered Sales:
Be visible where decision-makers look for help—LinkedIn, industry events, and professional networks.
Make your offer easy to access—a compelling video, whitepaper, or diagnostic call can quickly establish credibility.
Position yourself as the go-to expert for high-priority problems, so when the need arises, you’re the obvious choice.
Many consultants win these sales through referrals, but relying solely on word-of-mouth means you’re at the mercy of unpredictable timing. If you want consistent event-triggered sales, you need a proactive visibility strategy.
2. Condition-Based Sales (The Slow Lane)
These sales follow a different pattern. The client isn’t facing a crisis—they’re tolerating inefficiencies, working around problems, or unaware of better solutions.
They won’t actively seek help until something forces them to act. But when they do, they’ll hire the expert they’ve been following and learning from all along.
How to Win Condition-Based Sales:
Educate your market with content that challenges the status quo. Thought leadership shifts how potential clients see their situation and helps them recognize hidden problems.
Nurture relationships over time. Email, LinkedIn content, and ongoing insights keep you top of mind so that when they’re finally ready to act, they come to you first.
Create a system for consistent engagement. Too many consultants only engage their network when they need work—staying visible year-round ensures you’re the first call when a client is ready.
The Role of Your Core 200
To execute this well, you need to be intentional about who you’re staying in front of. That’s where the Core 200 comes in—your curated list of the 200 people most likely to refer, hire, or introduce you to the right opportunities. The number 200 is not exact. But, the good news is it is not 10,000!
Your Core 200 includes:
Past clients and warm connections
Industry peers and partners
Decision-makers at companies that fit your ideal client profile
By consistently engaging this group—whether through content, direct outreach, or strategic follow-ups—you create a reliable pipeline that feeds both fast-lane and slow-lane sales.
Why You Need Both
Most consultants default to referrals and event-triggered sales. But if you’re only focusing on urgent problems, you’ll always be at the mercy of timing and luck.
Building a system that attracts both fast and slow-lane opportunities—and strategically staying in front of your Core 200—ensures you’re never stuck in feast or famine mode.
The question is: Do you have a strategy for both?
If you want to build a consulting business that stands out and attracts the right clients, let’s talk.
Book a Consulting Growth Strategy Call and let’s explore how you can position your firm for long-term success.
Here’s to thinking beyond the obvious,
Chris
