How to Sell IT Consulting: Winning Consulting Engagements

Selling IT consulting is different from selling products. You're selling something invisible: expertise, experience, and trust. This article shows how IT consultants win more and better engagements.

Why IT Consulting is Hard to Sell

The Consulting Dilemma

You're selling:

• Something abstract (knowledge, methodology)
• Something individual (every project different)
• Something future (results not yet delivered)

Clients buy:

• Reluctantly without seeing the product
• Prefer concrete products
• Based on trust, not spec sheets

The solution: Make the abstract tangible. Show results, not processes.

The Two Levels of Selling

Level 1: Prove Expertise

• Demonstrate technical competence
• Show industry knowledge
• Explain methodology

Level 2: Build Trust

• Project reliability
• Establish chemistry
• Minimize perceived risk

Many consultants focus on Level 1 and forget Level 2. The client must be convinced technically AND trust you personally.

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Phase 1: Positioning

Why Specialization Matters

"We consult on all IT topics" is not positioning. It's vagueness.

Specialization works because:

• Expertise in a niche > broad shallow knowledge
• Higher rates achievable
• Easier to find (SEO, referrals)
• Clear message

Three Dimensions of Specialization

1. Topic / Technology:

• Cloud migration
• SAP implementation
• Cybersecurity
• Digital transformation

2. Industry:

• Financial services
• Healthcare
• Manufacturing
• Public sector

3. Project Type:

• Strategy consulting
• Implementation consulting
• Interim management
• Training / enablement

Ideal combination: 2 of 3 dimensions narrow, one broad.

Examples:

• "Cloud strategy for financial services" (Topic + Industry)
• "SAP S/4HANA migration" (Topic narrow, industry open)
• "IT interim management for mid-market" (Project type + target segment)

Formulate Your Positioning

Template:

"I help [target audience] with [problem/topic] so they can achieve [result]."

Examples:

"I help mid-sized companies with cloud migration so they can reduce IT costs and innovate faster."

"I help banks modernize their legacy systems without disrupting ongoing operations."

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Phase 2: Create Visibility

Content Marketing for Consultants

Goal: Be perceived as an expert before the client contacts you.

Formats that work:

• LinkedIn posts (short, regular)
• Blog articles (deep, SEO-optimized)
• Whitepapers (lead magnets)
• Webinars (interactive, lead generation)
• Speaking (reputation)

Topics that attract:

• Lessons learned from projects
• Trends and analysis
• Comparisons and decision guides
• Case studies (anonymized)

LinkedIn Strategy for Consultants

Profile:

• Headline = Positioning
• About = Problem + Solution + Why You
• Featured = Case studies, articles

Content:

• 2-3 posts per week
• Insights > Self-promotion
• Stories > Facts
• Comments on others' posts

References and Case Studies

References are your most important sales material.

Case study structure:

1. Situation: Client, industry, challenge
2. Approach: What did you do?
3. Result: Measurable improvement
4. Quote: Client testimonial

Example:

Client: Mid-sized manufacturer (500 employees)

Challenge: 5 different ERP systems from acquisitions, no unified data, manual consolidation.

Solution: Strategy workshop, system selection, 18-month implementation support.

Result: One consolidated ERP, 35% lower IT costs, real-time reporting.

Client quote: "The consulting saved us from expensive wrong decisions." – IT Director

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Phase 3: Generate Leads

Inbound: Clients Come to You

Channels:

• Website with SEO-optimized content
• LinkedIn presence
• Referrals
• Speaking and webinars

Advantage: Qualified inquiries, client already interested Disadvantage: Takes time to build, not controllable

Outbound: You Go to Clients

Channels:

• LinkedIn DMs (personalized!)
• Cold emails
• Phone
• Events and networking

Advantage: Proactive, scalable Disadvantage: Effort-intensive, low response rates

Cold Outreach for Consultants

The most common mistake:

"We offer IT consulting. Do you have needs?"

The better approach:

"I noticed you're working on [topic/project]. I led a similar project at [similar company] and gained some insights. Would you like to exchange for 15 minutes – no sales pitch?"

Why it works:

• Specific, not generic
• Value offer, not begging
• Low barrier to entry

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Phase 4: The First Meeting

Goals of the First Meeting

1. Understand: What is the real problem?
2. Qualify: Does this client fit me?
3. Position: Why am I the right one?
4. Next step: What happens next?

The Art of Asking Questions

Open questions:

• "Tell me about the current situation."
• "What have you already tried?"
• "What would change if the problem were solved?"

Probing questions:

• "Can you give me a concrete example?"
• "What exactly do you mean by X?"
• "How does that affect Y?"

Buying signals:

• "When could you start?"
• "Have you done something like this before?"
• "What would this cost roughly?"

What Not to Do

• Talk too much (max 40% you, 60% client)
• Immediately present solutions
• Name the price before value is clear
• Make promises you can't keep

Steering the Conversation

Opening (5 min):

"Thanks for your time. Before we start – what would be a good outcome from this meeting for you?"

Exploration (20-30 min):

• Understand situation
• Deepen the problem
• Identify stakeholders
• Explore budget and timeline

Positioning (10 min):

"Based on what you've shared, I have an initial idea of how we could approach this..."

Next step (5 min):

"The logical next step would be a detailed proposal / a workshop / another meeting with X. How do you see it?"

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Phase 5: The Proposal

When to Write a Proposal

Write a proposal when:

• Clear need identified
• Decision-maker involved
• Budget principally available
• Timing fits

Don't write a proposal when:

• Just information gathering
• No clear problem
• No decision authority
• "Just send something over..."

Structure the Consulting Proposal

1. Executive Summary

• Problem in client language
• Your solution (high-level)
• Expected result
• Investment

2. Current Situation

• What you understood
• Shows: You listened

3. Objectives

• What should be achieved?
• Measurable success criteria

4. Approach / Methodology

• How do you proceed?
• Phases and milestones
• What's your differentiator?

5. Deliverables

• What does the client get concretely?
• Documentation, workshops, results

6. Your Team

• Who works on the project?
• Relevant experience

7. Investment

• Price and payment plan
• What's included, what's not

8. Next Steps

• How does it continue?
• Validity period

More on the perfect IT proposal →

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Phase 6: The Negotiation

Price Negotiation for Consultants

Never name the price first:

"What budget range are we working with?"

Price anchoring:

"Projects of this scope typically range from $60,000 to $90,000, depending on depth and scope."

Under price pressure:

• Reduce scope instead of price
• Split into phases
• Discount only for trade-offs (duration, reference)

Common Objections and Responses

"That's too expensive."

• Don't: Immediately reduce
• Instead: Ask questions

"Compared to what? What would be an appropriate price from your perspective?"

"Others are cheaper."

"That may be. The question is what you get for it. May I ask what experience the alternative has in [your specific area]?"

"We only have X budget."

"Then let's see what scope we can realize for X. I suggest we prioritize together."

"Our procurement only allows Y daily rate."

"I understand the constraints. At my rate of Z, you get [differentiating value]. Is there a way to get an exception?"

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Phase 7: After the Project

Generate References

At project end:

"How satisfied are you with the project results? Would you be willing to summarize that in a brief testimonial?"

Request LinkedIn recommendation: Suggest specific text (makes it easier for the client).

Ask for Referrals

"Do you know anyone facing similar challenges who could benefit from my support?"

Follow-up for Repeat Business

Quarterly check-in:

"How's the project running since we wrapped up? Are there new topics where I could help?"

Annual meeting: Discuss strategic topics, identify new projects.

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Checklist: Selling IT Consulting Successfully

Positioning

• Clear specialization defined
• Positioning statement formulated
• 3+ case studies documented

Visibility

• LinkedIn profile optimized
• Content plan created
• Publishing regularly (2-3x/week)

Lead Generation

• Building inbound channels
• Planning outbound activities
• Activating network

Meetings

• Conversation guide prepared
• Qualification criteria defined
• CRM/tracking set up

Proposals

• Proposal template created
• References integrated
• Follow-up process defined

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Conclusion

Selling IT consulting means building trust and making expertise visible. The best consultants aren't the best salespeople in the traditional sense – but they understand how clients think and decide.

Key insights:

1. Specialization beats generalization
2. Visibility comes before acquisition
3. Asking questions > giving answers
4. The proposal is your closing tool
5. After the project is before the next one

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Your next consulting engagement is pending – just need the proposal? With SimpleProposals, IT consultants create compelling project proposals that build trust and win contracts.