Experts have deep knowledge about a specific subject. Their expertise may be in digital security, business administration, human resources, public relations, or any number of other fields.

When it comes to selling their consultancy, I’ve noticed these expert are inclined to focus on what I call content conversations. It’s what they're most comfortable with and what clients expect.

But consultants who solely talk content and expect their clients to ‘get down to business’ are missing a trick.

That’s why I encourage my mentoring clients to ‘step out of the content’ and open up conversations about the buying process, and the context for change.

Why? Because doing this provides direction for the sales conversation and gives clients confidence in the consultant's commercial professionalism, as well as their expertise.

Direction, confidence, and expertise - equally important.

When you demonstrate content expertise, and then introduce process and context into the conversation you'll hear your potential clients sigh with relief. Try it for yourself and see.