Stop wasting time with budget-buyers and start influencing top table executives.

You're wasting your time trying to have value conversations with budget-based buyers.

Budget-buyers are middle managers with a limited amount of money to spend on a project. They're the ones who want to know how many days the job will take and what the daily rate is. They'll be comparing your fee to the market rates for consultants.

You know ... that sliding scale from Director to Junior.

These buyers' focus is getting the 'best deal'. They often miss the connection with the impact the business expects from the project. And 'best value' is often synonymous with the lowest price possible.

These dynamics tend to evaporate the higher up in an organisation you're selling.

Board level executives focus on making solid investments. You'll also find people at this level appear to find money or extend budgets, to get what they want. Especially if they can see the result and impact as one of those solid investments.

The thing is most consultants in boutique firms seem afraid to extend themselves.

They feel anxious about reaching up to these top-level people. Yet that's where the projects with the highest margin potential are. Don't believe me?

Take a look at where the Big Firm Partners (which is a euphemism for polished salespeople) hang out! It's not with middle managers.

Now, getting access to these executive decision-makers isn't easy. Everyone wants a slice of their attention. To begin with, bringing the right business value conversation to them can be even harder.

It does get easier as your relationship with them develops to peer status.

Getting to this stage demands that you have exceptional consulting skills. You can develop these through practice. And speed up the process with appropriate coaching.

And, that's what you must do if you want to influence at the top table.

Mini-mission

Reflect on the business relationships you have right now.

• Are they with budget-buyers or impact-investors?
• What are the challenges you are facing as a result?
• What opportunities do you see for growth?
• Do you want to change ... and have the courage for that?