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

Sales Mastery for the B2B Consultant

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 or a micro-business, the chances are you're doing both sales and 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 occur to me that marketing led to sales, as dumb as that sounds! That was primarily because, in the firms I'd worked in, 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!

The truth of the matter is, without marketing there can be no sales. And just as important if you only focus on winning work through referrals and repeat business. 

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

Sadly, 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 half of their revenue, or even much more, comes from just one or two. 

It's through marketing that you generate leads. But it is through sales that those leads become prospects and ultimately, clients. 

Having been in the consulting industry for over 20 years, I see the same mistakes being made in sales 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

Qualifying 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

Standard terms & conditions

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 the Sales Mastery programme is different

The Sales Mastery programme 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. Weekly group coaching call
  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 a weekly group coaching call. 

Who is this programme for?

If you have an existing B2B consulting business and you have landed clients...

If you are about to start your consulting business and are yet to land any clients but want to know how to effectively take them from lead to prospect to client...

If you are currently, or would like to, sell your consulting services to medium and large businesses...

If you are prepared to get face-to-face with your clients (this programme is NOT for online-only businesses)...

...then this programme is for you!

Your investment options...

NB: The course is available to purchase now, and is available to access from 1st September 2019

Online Course

  • Lifetime course access
  • Business assets
  • Weekly group call
Single Payment


Processing ...

Online Course

  • Lifetime course access
  • Business assets
  • Weekly group call
x3 Payments


(Total cost is £1,791)

Processing ...


  • Lifetime course access
  • Business assets
  • Weekly 1-2-1 call
  • Review of live proposals
  • On-call telephone support for live opportunities
x6 Payments


The principles for B2B consulting business success

Unfortunately, the term 'Consulting' is vague and ill-defined. Often it gets confused with the term 'Coaching'. 

We have a firm belief that, whilst the activities of a consultant and a coach may be similar at times, a consulting business is very different from a coaching business.

To enTo ensure absolute clarity, we created our Manifesto to layout the aspirations required for our courses to be of benefit to you.

Frequently Asked Questions

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

Who is this not for?

How is the Sales Mastery programme  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?

What do I do if I have unanswered questions?

Here's what our clients have said...

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