How do consulting buyers actually make decisions? 🤔
Most consultants spend a ton of time with their clients – but here’s the mistake many make: They don’t really understand how their buyers make purchasing decisions.
That’s like trying to sell a car without knowing whether the buyer needs a sports car, an SUV, or a minivan. 🚗
I recently worked with an IT consulting firm that was struggling to close deals with mid-to-large enterprises. They had great technical expertise, but their proposals kept stalling.
Why?
Because they didn’t fully understand how their buyers made decisions or who was involved in the process. So, I helped them map it out.
Here’s what we uncovered:
👉 How a Large Company Hires an IT Consultant 🏭 🏢
One of their target clients was a company whose software system was struggling to handle growing demand. Employees were frustrated. Errors were piling up. Something had to change.
But instead of one person deciding to bring in a consultant, the decision moved through multiple layers.
👉 Step 1: The Business Unit Head sounds the alarm
“This isn’t working! We need a better system.” They escalate the problem to the IT department.
👉 Step 2: The IT Manager assesses the situation
They check if they can fix it internally or if outside help is needed.
👉 Step 3: IT & Procurement start the hunt for vendors
If an external consultant is required, they shortlist 2-3 potential firms and evaluate options.
👉 Step 4: The case goes to the top brass
For consulting projects over $100k-$150k, executives or a steering committee make the final call.
Once the consulting firm I worked with understood this buying journey, they adjusted their sales approach:
✅ Focused their messaging on solving the pain points that triggered the buying process.
✅ Built relationships with IT managers before they needed a consultant.
✅ Created content and case studies that spoke directly to procurement teams.
✅ Positioned themselves as the obvious choice before the decision reached the executive team.
The result? They started closing deals faster because they weren’t just pitching services – they were aligning with how their buyers actually made decisions.
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Most mid-to-large companies have a process for making buying decisions.
Do you know how your buyers make theirs?
If not, here’s a simple way to find out:
💡 Ask them. A quick 30-minute conversation can give you clarity on how they actually decide to bring in a consultant.
Ready to add $100k-$500k revenue to your consulting business in 12 months or less without burning out? Schedule a call and let me show you how.
Image credit: Dalle-3
