Win More Engagements,
at Higher-Fees,
with Greater Profits

Sales Mastery for the B2B Consultant

But 'sales' is a dirty word isn't it?

For most B2B consultants they just want to focus on their superpower. Their area of mastery, which is delivering their consulting expertise to clients.

Most consultants hate selling! They see sales as some dirty thing! It makes them feel dishonest. Uncomfortable. Icky.

Or they fear rejection. This means they adopt behaviours that, ironically, increase the chances of failures. 

For example, they underprice. Or they under-scope. Or they sell themselves and not the team.

If anything, they'd much rather the prospect simply come up to them and just ask them to get on with the work! To gift them a project without any of the hassle of the sales process.

If only it was that easy!

But selling B2B consulting is not really about selling. It's about helping the client to buy. 

Every consultant must understand the fundamentals of sales

I'll be honest, in my earlier consulting days I didn't have much time for the sales people in the consultancy that I worked. 

They were always lauded as the most important people in the business - heck, they even sat on a mezzanine floor overlooking the lowly consultants  - the necessary evil required to turn sales into actual cash through delivery.

It was only once I started my own consulting business that I realised just how important and how valuable the role of sales is. And how challenging it can be!

I still don't think sales people trump consultants in importance. It's more of a symbiotic relationship. Two-sides of the same coin.  

Of course, if you're a solopreneur, you're doing both the sales and the delivery. Oh, and probably marketing too.

Back in my days as an employed-consultant, I understood the role of marketing even less. It didn't even occur to me that marketing led to sales, as dumb as that sounds! That was primarily because, in the firms I'd worked at, they didn't really do a whole lot of marketing. 

You can recognise firms like this because they say things like, "We're the best kept secret" as though it's a good thing!

Anyhow, we're not here to talk about marketing. We're focusing on the next step in the process - Sales.

The 5 most common sales mistakes

The vast majority of consulting businesses are surviving on fewer clients than you can count on one hand. 

And those with more clients often find that at least half of their revenue, and often much more, comes from just one or two clients. 

It's through sales that the leads generated by your marketing efforts turn into clients.

When it comes to sales, having been in the consulting industry for over 20 years, I see the same mistakes being made time and time again. 

So tell me, do any of these sound familiar to you?

01 Selling to small firms and startups

02 Being exploited in the sales process

03 Being coerced into giving an indicative price

04 Selling only on Time & Materials (T&M)

05 Rushing to submit the proposal

Learn the optimal sales process and how to structure deals that result in true value-based fees

Slow the sales process down, increase win likelihood, and generate higher fees and profits

Rushing the consulting sales process is counter to a successful engagement.

The more time you spend focusing on understanding the client's challenges - whether positive or negative - and their desired outcomes, the more easy it is to determine a fixed, value-based fee. And the more likely you are to successfully close the sale. 

Engagements are won primarily on how well you demonstrate an understanding of the client's wants and needs, and convincing them that you can provide the desired outcomes. They are seldom won on being the quickest to submit a proposal!

Once you understand the value that you can provide, you can then set a much clearer brief for the delivery process. This comes full-circle as you'll have great evidence to create a powerful, client-focused case study in support of your marketing efforts. 

So we can see that the sales process is an absolutely crucial element to many other aspects of running a consulting business. 

Of course, within the process itself is the pricing of an engagement. Setting your fees. 

Too many consulting businesses have limiting beliefs and views that there is this thing called a 'market rate'.

There really isn't.

You must structure your fees with not only an outward facing, client-biased approach, but you must also be inward-facing. You need to know what your minimum equivalent day rates are to break even, and to hit your revenue and profit goals. 

If you don't know these, how can you possibly define meaningful fees?

Introducing the programme:

Sales Mastery for the B2B Consultant

Success in B2B consulting sales is not just about your win ratio.

It's about ensuring that you can deliver and meet the profit expectations. This is not solely a responsibility for the consultants charged with delivery. 

Even if you're a solopreneur, you still need to be aware of your profit on sale versus your profit upon delivery.  

The Sales Mastery programme focuses on implementing an end-to-end sales process that ensures you can successfully close outcome-based fee deals. And that those engagements have a high likelihood of resulting in high profits. 

Look inside the programme

The programme consists of 8 modules, as follows: 

Design your sales pipeline

Design your unique sales process to ensure maximum results!

  • The 4-stage consulting pipeline
  • How to measure and evaluate pipeline value
  • How to advance prospects through the pipeline

Qualify opportunities

Be clear on which opportunities your should be progressing through your sales pipeline. 

  • Understand the importance of qualifying opportunities, and how to do it effectively 
  • Create your bid qualification process

Write winning proposals

Create your standard proposal template to speed up the proposal writing step

  • Know where clients see the value in proposals
  • Understand why and how to avoid defaulting to selling your process rather than value
  • Using an Approach Document vs. a Proposal

Your standard terms

There are important formalities that must be expertly attended to, and opportunities exploited.

  • Why, when and how to use a Non-Disclosure Agreement (NDA)
  • Leverage your T&C's to support your marketing 
  • Know what needs to be in your T&C's

Define you revenue and profit targets 

You can't determine fees until you understand your own costs, and your revenue and profit targets.

  • Understand utilisation rates and targets
  • Define your minimum and target equivalent day rates
  • Understand your cost to deliver and how to apply contingency

Price your projects using outcome fees

Understanding and defining fixed, value-based fees that your clients will love!

  • How to determine the value of an outcome to the client
  • Calculate a project's fixed, value-based fee
  • Sell the benefits of fixed fees to clients

Present your proposition to the prospect 

You've done a lot of the hard work, but often it hinges on your success in the final presentation.

  • Prepare you and your team to present to the prospect
  • Deliver client-focused presentations
  • Manage scope expectations and gain clarity on assumptions and risks

Close the deal

Understanding and defining fixed, value-based fees that your clients will love!

  • Know what to negotiate and how
  • Understand the concept of trading value rather than simply offering discounts
  • Ensure clarity in fees and billing
  • How to maximise the value from a lost opportunity

How Sales Mastery is different

Sales Mastery  is designed for you to work 'on' your sales process with the aim of improving your win ratio, and spending less time engaging with tyre-kickers.

The programme consists of four components:

  1. Online training course - videos, downloadable presentations, guides and templates
  2. Group coaching call every 2nd and 4th Tuesday
  3. Email support (subject to 48hr week-day turnaround and fair-use policy)
  4. Business assets - e.g. terms & conditions template, consulting proposal template

These components have been designed to overcome many of the failings we've experienced ourselves in training and coaching programmes. Specifically, to overcome the general ineffectiveness of online courses, the programme includes the group coaching calls. 

Who is this programme for?

If you're a solopreneur with an existing B2B consulting business and you have landed clients, but you don't know when or where your next client is coming from...

If you lack a consistent approach to marketing...

If you're afflicted by revenue feast and famine...

If you've got fewer clients than you can count on one hand...

If more than 75% of your revenue comes from only one or two clients...

...then this programme is for you!

Your investment options...

Online Course

  • Lifetime course access
  • Business assets
  • Twice monthly group coaching call
  • [Bonus] 2x 1-2-1 mentoring calls

Next availability:
Buy now, start
1st October 2019

Single Payment


Early Bird Pricing


Online Course

  • Lifetime course access
  • Business assets
  • Twice monthly group coaching call

Next availability:
Buy now, start
1st October 2019

x3 Payments


(Total cost is £1,791)

Early Bird Pricing


(Total cost is £1,191)

I don't know about you, but I've invested many thousands in courses over the years and sometimes those courses just aren't what you expect. 

Now, the reality is that sometimes it's not the course - it's you!

Hear me out. You invest in a course, but then you don't even get started!

Other things get in the way, or just the lack of inertia means you don't get closer to your desired outcome - more clients.

I know this happens because I've done it myself - multiple times!

I don't want that to happen for you. That's why I've included the monthly group coaching calls. 

However, if you find that after completing the work in the first 30-days that you feel the course isn't giving you the value you expected, then I will refund 100% of your fee. No quibbles.

Here's what our clients have said...


It's great to have a soundboard to make sure you're not crazy!

It's been really helpful to have someone to talk to who's been through it all before.

Even though I come from a Big Four background, I've developed a lot more knowledge of the sales process, and my confidence has grown accordingly.

A big difference is my ability to understand the value that I and my team offer to our clients. In general, I feel a lot more informed, and now have a holistic understanding of what it takes to run a successful consulting business.

Alex Tillirides - AI Consultant and CEO

I wish I'd have met Martin much earlier in my journey to create a successful consulting business!

Finding and landing new clients was proving a challenge for me.

Martin showed me how to market and sell effectively. His knowledge, expertise and experience of how to build a successful consulting business shone through.

One particular area he helped me with was to successfully navigate the many different service providers that I'd engaged.

He’s also shown me how, and motivated me, to engage in content marketing. From blog writing to lead magnet creation.

I’m also making huge inroads with Linkedin, which I’m certain will play a big role in my lead generation efforts going forward.

Having external advice and guidance has proven invaluable, especially during the sales process.

Through the programme I’ve been able to implement a sales process that is much more effective and efficient.

Martin's guidance has also been invaluable for tactical discussions, and to know how to better manage pricing objections.

Douglas Thornton - ISO Consultant

Frequently Asked Questions

Who is this for? How do I know if it’s right for me?

Who is this not for?

How is Sales Mastery different from other courses?

Did you say there’ll be homework?

If I miss a live session will there be recordings available?

Will I get anything shipped to me?

Still got unanswered questions? Then click the button below to schedule a call with us.

Martin Williams

Creator of Consulting Compass

About Me

Hi, I'm Martin. I always knew I'd run my own consulting business one day.

And after nearly 20 years of being an employed consultant, I went out on my own.

If only I'd have known how hard it really would be!

Anyway, 5 years on and I was still in business, despite there being so much conflicting information out there about how to run a successful consulting business.

That's why I created the Consulting Compass framework. To teach people what I believe and know is the best way to start, run and grow a successful consulting business.

Copyright - Consulting Compass