Starting and growing a consulting business is an incredible journey filled with wins, challenges, and countless learning experiences. After nearly 30 years of a “stable” job, I took a risk on myself. Here are some of the most valuable lessons I’ve learned thus far, many inspired by the wisdom of Ryan Holiday’s Ego is the Enemy.
1. Clarity is Key: Know Your Niche When I launched Vetta Sales Consulting, I realized the importance of defining my niche. It’s tempting to want to be everything to everyone, but success comes when you clearly articulate your value proposition. This meant focusing on sales leadership, strategy, and coaching. My goal is to help teams reach their peak performance. As Holiday emphasizes, “Be a student, always.” Staying humble and constantly refining my focus has allowed me to attract the right clients.
2. Relationships Matter More Than Transactions Consulting is a relationship business. Building trust with clients, listening to their needs, and genuinely caring about their success have been crucial. It’s not just about providing a service; it’s about being a partner in their growth. Ego is the Enemy reminds us that “Your work should speak for itself,” I’ve found that the most meaningful connections come from focusing on service over self-promotion. My best projects have come from referrals and long-term relationships rather than quick wins.
3. Stay Flexible but Stay True to Your Vision The market evolves, client needs shift, and new opportunities emerge, so adaptability is key. But it’s equally important to stay true to your core vision. As John Wooden’s Be Quick—But Don’t Hurry teaches, balance is crucial. It would be best to pivot quickly when necessary but not stray so far that you lose sight of your strengths and long-term goals. And as Holiday warns, “Ego is the enemy of what you want and of what you have.” Letting go of rigid pride has helped me adapt when needed without losing focus.
4. Value Your Time and Expertise It’s easy to underprice your services when starting, thinking it will attract clients. But I learned quickly that valuing your time and expertise is non-negotiable. Clients appreciate and respect you more when you know your worth. It’s about delivering quality, not just quantity, and being confident in the value you bring to the table. Holiday’s reminder that “Impressing people is utterly different from being truly impressive” rings accurate. Focus on delivering tangible results, not just a great pitch.
5. Build a Strong NetworkYour network can be your biggest advocate. Engage with other professionals, attend industry events, and stay active on platforms like LinkedIn. On other social media sites, the most you will see me post are pictures of my dogs and the random shot from a challenging hike. I had to get comfortable with promoting myself to my network and continuing to grow that network. I’ve found that being visible and sharing insights consistently has opened doors to new opportunities, partnerships, and clients. And don’t forget to reach out to those who’ve supported you along the way. Ego is the Enemy, which reminds us to “be grateful for people who are helping you” because no one succeeds alone. With that, a big thank you to … (put in the names of key people)
6. Embrace the Ups and Downs Not every client is a perfect fit, and not every pitch will land. Building a consulting business means learning to embrace the highs and the lows. Ego is the Enemy teaches that “Failure is not a bad thing; it’s a chance to learn.” I recently attended an event, and one of the speakers said, “Fail = the first attempt at learning.” This mindset shift has helped me turn setbacks into stepping-stones. Every challenge is a chance to refine my approach, and every success reminds me of why I started.
7. Always Be Learning Consulting requires staying on top of industry trends and continuously improving one’s skills. I love incorporating lessons from books like Be Quick—But Don’t Hurry and Ego is the Enemy into my coaching, applying those insights to help my clients and myself grow. The best consultants are lifelong learners, always looking for new ways to bring value to their clients.
Building Vetta Sales Consulting has already been one of my career's most challenging yet rewarding experiences. If you’re considering starting a consulting business or are in the middle of growing one, keep pushing forward—you’ve got this!
What’s a key lesson you’ve learned from building your own business or consulting practice? Share in the comments, as I would love to hear your experiences!
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