Hello Reader

I open my webinar ​How to Start a Consulting Business from Scratch​ with a story about an attendee who innocently asked the above. As she explained her concerns and asked her questions, the other attendees sitting around her lifted their heads and chimed in. We had a great conversation before I got on the stage to present The Entrepreneur Within at the 2019 PMI Global Conference.

In recent weeks, I’ve been asked questions about ‘how to start a consulting business’ to ‘what do I do—my 5 year old business is stalled.’ As I reviewed the list of questions (yes, I capture the questions), I was reminded of this story.

First, my response to starting a consulting business while working within a company is a resounding YES as long as your company allows it.

Second, my response to the attendee’s question is as relevant today as it was then. It is also relevant whether you are contemplating consulting, a fairly new consultant, or have been working as a consultant for years.

Every person who is a consultant craves to not only be successful but desires, at least I think they do, to be known as the “go-to” consultant.

What is interesting is the top three recommendations I provided in 2019 have changed slightly, but not drastically. There are still three actions that matter regardless of what stage you are in with your consulting business. What hasn’t changed at all was the warning—or mistake—I’ve watched people make regardless of how long they have been consulting.

Action 1 — Clarify Your Focus, the one thing for which you want to be known.

Your focus is what you want to be known for as the "go-to" consultant. When someone says they are a consultant, I ask for more. The word “consultant” is nebulous. It is vague and too board. Being more specific, or what you may hear referred to as niching down, helps you stand out in a crowd.

An easy way to explain this concept is think about what happens when you perform an internet search and you’re not specific enough. You hope you find an article that grabs your attention on the first page or two because you do not want to keep searching. However, the chances are high that you wouldn’t find “it” because the search word you entered was to board. The same thing happens when you use an AI tool such as ChatGPT. You need to be specific as to what instructions you provide to ChatGPT.

For example, if you perform an internet search on the word consultant, the monthly volume of searches at the end of 2021 was 74,000. As of June 14, 2025, the monthly volume search was 246,000. (An increase of 232% which makes this action more important than ever.)

If you add a word or two before consultant, the results are very different making it is easier to find an article or someone to help you.

• “retail business consultant” — monthly volume of searches in 2021 was 70; in 2025 it is 260
• “chemical engineer consultant” — monthly volume of searches in 2021 was 110; in 2025 it is 90
• “agile project management consultant” — monthly volume of searches in 2021 was 480; in 2025 it is 40

Narrowing the search resulted in a much more manageable number of internet entries to peruse. Yes, the number of people searching for a particular consultant may go up but it also can go down.

However, adding a few words before “consultant” clarifies your focus and makes you easier to find.

A question to ask yourself:

For me, I rather be the big fish in a small pond.

Action 2 — Develop your own Point of View, your Philosophy.

The best consultants can explain how they take their client on a journey resolving the client’s problems helping them achieve what they want and need. This journey is based on your experiences, expertise, and strengths. It is your differentiator and it is what makes your unique. This journey is your Point of View.

To the people that were closely listening to my comments, I told a brief story about a colleague who called to discuss a potential consulting engagement. She asked to use one of my training modules for a presentation to a prospective client. As I listened to the client’s request, my response was a big fat NO.

It was clear, the client was not simply looking to see how she presented to an audience. The client was interested in her ideas, her Point of View, about project management, not mine. This required the colleague to leverage her experiences, expertise, and strengths to create her own short, original presentation that consisted of her ideas.

If you are looking for more on your Point of View, check out the series of videos that I posted at the end of April and May. This is a link to a Point of View playlist.​

Action 3 —Network and build relationships with people who fit your ideal client profile.

I’m talking about what I refer to as “meaningful networking” which is connecting with the right people, people who fit your ideal client profile or partner and influence your ideal client. This requires targeting and exploring different “networks” until you establish the combination that enables you build meaningful connections and trusted relationships. It also means being extremely clear as to who is your ideal client.

When building relationships with people, show your care about them and make every interaction valuable for both of you.

If the meeting is only to gather information from them, be honest with them before setting up the meeting. Contemplate if there is anything that you can contribute or help them achieve. But just don’t contemplate, ASK.

It is these connects that lead to the clients you want.

Top Mistake

The top mistake new consultants make? Trying to get everything in place before landing a client. The top mistake I see consultants at all stages of their consulting business make? Trying to do too much.

I recommend Focus on What Matters. Take a less is more approach.

Conclusion

Whether you are contemplating consulting, new to consulting, or have been working as a consultant for years, here are my top three recommended actions for anyone who wants to become a “go-to” consultant.

Until the next time,

Laura Burford

Whenever you’re ready, here are ways I can help you become an Experienced "Go-To" Consultant:

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Have a question? Send me an email at Laura@lauraburford.com.

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