Stop Switching into Sales Mode: Stay the Expert, Win More Clients
I’ll bet you didn’t start your consulting business for the opportunity to sell. You did it because you’re great at solving problems and helping clients succeed.
But when it’s time to bring in new clients, many consultants feel like they need to flip a switch and become someone else. They think they have to move out of “expert mode” and into “sales mode.”
That shift isn’t just unnecessary—it’s working against you. Let’s look at why “sales mode” feels so awkward and how staying in expert mode will help you build trust and win the clients you want.
Why “Sales Mode” Feels So Awkward
Most sales advice is designed for quick, transactional deals—things like selling software or appliances. It’s all about scripts, pitches, and “closing tactics” that push someone to make a decision fast.
But consulting services aren’t like that. You’re not selling a product; you’re offering a high-value, collaborative relationship to solve complex problems. Transactional sales techniques don’t fit—and they shouldn’t.
When you try to use these methods, it’s no surprise that it feels fake. And prospects can tell. What might be described as a polished sales pitch often comes across as stiff or disingenuous to them. Instead of building trust, “sales mode” creates distance.
How Staying the Expert Builds Trust
Here’s the better approach: Sales is just the beginning of the consulting process.
When you work with a client, you start by understanding their needs, diagnosing their challenges, and recommending the best course of action. That process doesn’t magically begin after they sign a contract—it starts the moment you have your first conversation.
Every conversation with a potential client is an opportunity to help:
Ask thoughtful questions to understand their challenges.
Share your perspective based on your expertise.
Guide them toward clarity on what they need and how to get there.
This isn’t about selling; it’s about helping. And when you focus on being helpful, two things happen:
You stay authentic: You don’t feel like you’re acting, because you aren’t.
You build trust: Prospects see you as a trusted advisor, not a salesperson.
How to Stay in Expert Mode
If you’ve ever felt uncomfortable in prospect conversations, staying in expert mode can change everything. Here’s how to make the shift:
Prepare like an expert: Before a conversation, take a few minutes to review what you know about the prospect’s situation. Think about the kinds of questions you’d ask if they were already your client.
Example: Instead of a generic question like, “What keeps you up at night?” try something specific: “What’s been the biggest obstacle to [specific goal] for your team?”
Focus on problem-solving: Treat the conversation as if you’re diagnosing a problem. Offer ideas, insights, or even small recommendations to show how you think.
Example: If a prospect describes a challenge, you might say, “Have you thought about [specific strategy]?” This shows that you’re focused on solutions, not selling.
Forget about “closing”: Shift your focus from winning the business to making the conversation valuable. When prospects see your expertise in action, they’re far more likely to trust you with their challenges.
Think of it this way: you’re already the expert. You’re the person who can help prospects solve their problems. Why would you need to become someone else just to convince them of that?
Your Next Step
Next time you talk to a prospect, don’t stress about “selling.” Focus on asking great questions and helping them think through their challenges. Show them what it’s like to work with you by doing what you do best: solving problems.
That’s how you build trust. And that’s how you win clients.