How to Win Clients as a New Consultant

So, you’ve decided to take the plunge and start your own consulting agency. Great! Without a doubt, you have a rewarding and fulfilling journey ahead of you, but one that will be full of challenges.

Among the first major obstacles any new consultant must overcome is winning business and building up a solid client list. This is tricky under the best of circumstances, but it’s even more difficult for a consultant who’s just starting out.

Never fear, though! In my experience, which includes nearly 30 years in the private sector as a sales leader, account executive, and high-ranking corporate officer, as well as the founder and proprietor of the Toronto-based consultancy Michael Rustom Inc., I’ve learned a few things about how to achieve this daunting task effectively.

Please enjoy this succinct and handy guide with my compliments.

Exceed Expectations to Build Trust

As a new consultant, one of the most effective ways to win new and repeat clients is by over-delivering. In my early days as a sales representative, I quickly learned that earning a client’s trust is critical. You can do this by not only meeting their immediate needs but also offering unexpected value. This could be in the form of insightful recommendations or solving problems they didn’t even know they had. If you manage to pull this off, believe me: clients will remember how you made them feel and how much you invested in their success for a long time to come. The result? Long-term loyalty and referrals, which are as good as gold for any new consulting business.

Be Adaptable and Stay Relevant

The business world — and especially the tech sector — moves extremely fast. When I transitioned from account executive roles into more senior leadership positions, I realized how crucial it is to be agile, adaptable, and quick to respond to changing circumstances. Staying relevant means keeping up with industry trends, learning new skills, and tailoring your approach to meet the unique needs of each client. In one of my old roles, managing multiple portfolios across different industries required me to learn how to navigate each sector’s nuances very quickly. My ability to adapt in a timely manner was key to securing deals and growing that company, and it will be key for you, too.

Network, Network, Network

Building your client base isn’t just about cold calls or social media marketing; it’s about developing genuine relationships. Networking is still one of the most powerful tools for any consultant. Whether it’s attending industry events, connecting with prospects via LinkedIn, or simply reaching out to past colleagues, one of your major goals should be to expand your network of contacts. Many of the deals I closed early on in my consulting career came through connections just like that — ones I’d nurtured over time. People like doing business with those that they already know and trust, so never underestimate the power of a well-timed coffee meeting or thoughtful follow-up email.

That ends the crash course for today. Good luck! As a fellow consultant, I’m pulling for your success. Remember to keep pushing boundaries and keep helping your clients solve their problems — great things will follow!