As a consultant and firm owner, I sold many engagements to universities, and a few to government as well. Here’s what I’ve learned about Q4 selling:
In Canada, there’s a term for what happens at fiscal year end: “March Madness.” Departments rush to spend leftover funds before April 1, otherwise they risk losing them.
The same thing happens in the U.S. In September (government’s fiscal year end), where the federal government faces strict “use it or lose it” rules. One study found that 8.7% of annual federal spending happens in the last week of the fiscal year — almost five times the normal weekly level. Much of that goes into professional services and consulting contracts.
But here’s the thing: you also see this mentality in the private sector, even though the private sector usually doesn’t have “use it or lose it rules”. Managers often feel pressure to spend any remaining allocation in Q4, since leaving money unspent can lead to reduced budgets the following year. This can trigger last-minute consulting projects or initiatives, such as:
👉 Strategy and planning: Senior leaders often want to finalize next year’s priorities before budgets reset. Strategy consultants can step in to run planning sessions, market analyses, or scenario modeling to help executives lock in direction before the new fiscal year.
👉 Capital expenditure approvals: Companies sometimes fast-track IT implementations, process upgrades, or operational improvements in order to lock in funding before year-end. Consultants are often brought in to scope and deliver these projects quickly.
👉 Marketing budgets: Teams may launch additional campaigns, research projects, or brand strategy work simply to use up their remaining budget, which can lead to late-year opportunities for marketing and strategy consultants.
👉 HR priorities: HR consultants can be called in for last-minute compliance reviews, policy updates, or accelerated hiring and training pushes before budgets close.
👉 Operations efficiency: Operations consultants may see demand for year-end audits, process streamlining, or supply chain readiness projects that managers want to start before new allocations are set.
👉 Learning & development: Employees frequently rush to enroll in training programs, workshops, or leadership coaching before their annual allowance resets, creating opportunities for consultants who provide these services.
My point is, Q4 is when decision-makers are highly motivated to commit. If you’re a consultant, this is the time to double down and reach out to decision makers and influencers.
🎯 Check out my post in the comments where I share how to do this.
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Image credit: Dalle-3