The 80/20 Rule of Selling Consulting Services

Ever sit across from a potential client who just couldn't grasp your "unique" consulting approach?

You've crafted an innovative methodology, developed cutting-edge frameworks, and created a truly revolutionary approach to solving problems. Yet somehow, clients seem hesitant to commit.

What if the very thing you think makes you special is actually preventing you from winning bigger deals?

The Innovation Paradox in Consulting Sales

There's a dangerous myth in the consulting world: that radical differentiation is the key to success.

This might work for technology products, but it's poison for consulting sales.

Here's why: Enterprise buyers don't want revolutionary approaches. They want proven solutions delivered in familiar ways.

Every time you position yourself as "completely different," you're creating unnecessary friction in the buying process.

Think about it from the client's perspective. When they need to justify a six or seven-figure investment, they need to explain:

The more unique your approach, the harder you make each of these explanations.

The Enterprise Buying Psychology

Corporate buying decisions are designed to minimize risk - especially to the job security of the buyer.

When you position yourself as "revolutionary," you're effectively asking buyers to:

This is why truly innovative consulting firms often struggle to scale beyond small projects with risk-tolerant clients.

The 80/20 Rule of Consulting Innovation

The solution isn't to abandon what makes you special - it's to package it properly.

Your consulting offering should be:

- 80% familiar elements that clients recognize and trust

- 20% unique elements that give you an edge

The 80% Includes:

The 20% Is Where You Shine:

Implementation: Finding Your Category Sweet Spot

1. Identify Your Base Category

Determine which established consulting category you most closely align with:

2. Adopt Standard Elements

Embrace the familiar elements of your chosen category:

3. Add Your Edge

Layer in your unique value within this familiar framework:

4. Frame Innovation Properly

Position unique elements as enhancements to proven approaches:

The Result

Remember: The goal isn't to be revolutionary - it's to be purchasable.

When you strike this balance:

You maintain what makes you special while making it easy for clients to buy.

Most experienced consultants struggle with unnecessarily long sales cycles because they're positioning themselves as too unique. The solution: position your expertise within the 80/20 framework to make your services more purchasable.