Your consulting firm’s messaging may be very good, but if it’s missing one critical component, you’re drastically lowering your odds of winning new clients.
Let’s examine the case of Mimi Manilow at Yummycakes Corp. Mimi is casting about for a consulting firm to help her improve customer satisfaction with Yummycake’s rugelach.
Mimi considers three consultants:
- Tinkerton International—a global consultancy her company has used previously;
- Mochenbach Consulting—a firm her new COO recommends;
- Charleston Group—ChatGPT recommended them to Mimi in a quick chat.
Mimi checks the three consulting firms’ websites, and here’s what she sees:
Tinkerton International
We’re experts in food manufacturing. Our process is best-in-class and uses proven approaches to maximize profitable production of delicious goodies.
Mochenbach Consulting
Our consultants have more than 9,000 years of experience working in baked goods. Our clients include Hostess, Cinnabon, Dunkin Donuts and the original Betty Crocker—back before she started milling flour, she was a client of ours.
Charleston Group
Our consulting staff is a unique blend of food scientists, jujitsu manufacturing masters and a specially trained dachshund. Tell us a bit more about your challenges and we’ll work together to surpass your goals.
Those statements sound like innumerable consulting firms’ marketing language.
They may even sound a lot like the messaging on your consulting firm’s website and in your materials.
Did you notice a pattern?
Every one of those firms is striving to establish credibility, and every one of those credibility statements is upside down.
Those credibility statements are about the consulting firm, not about the clients!
As a result, Mimi’s not impressed.
She, like most prospects, is seeking a consulting firm that talks specifically about her problem and, importantly, instills confidence that they can solve her challenge.
However, the three contenders (and quite possibly your firm) left out the one argument that would most buttress their reputations.
Your wellspring of credibility doesn’t flow from your years of experience, marquee clients or even your unwavering interest in building a relationship.
Those are all important, but they miss the most important factor that reassures clients you can deliver the goods:
Outcome Evidence
You must be able to articulate the outcomes your interventions produce, with evidence.
In other words, your credibility statements must highlight your contributions to your previous clients and how those clients became better off thanks to your consulting firm’s excellent work.
Load your marketing with case studies and testimonials oozing tangible results.
If you want to win Mimi’s business, your marketing—whether on your website, sprinkled in your speeches, or mentioned during your conversations with her—should sound like the following messaging:
Serra Leigh Consulting
We’re experts in creating tastier treats.
When Cricket Crumpets wanted to increase market share, we analyzed the gustatory profile of their dough and their seasonings supply chain.
Because of our work, they switched from stale additives to fresh Zanzibarian spices.
As a result, Cricket Crumpets has dramatically increased the flavor impact of their products.
Serra Leigh’s statement incorporates some “us” language; however, it primarily reflects a client’s problem and the tangible, valuable results the client received.
Would a claim about market share gains have boosted the power of that case study? You bet.
However, even without a quantitative benefit, Serra Leigh’s marketing instills more confidence (and Trust) than the marketing from the three consulting firms at the top of this article.
Similarly, while your firm’s outcome evidence doesn’t have to be quantitative (though it helps), it does have to be tangible.
One way or another, you should concretely, explicitly demonstrate that your past clients live a better existence thanks to your work together.
Does your marketing drip with outcome evidence?
This is your chance to brag. Literally, right now I’m asking you to show off a bit.
In the comments, share an example of a specific, tangible result you’ve created for a client.
Text and images are © 2026 David A. Fields, all rights reserved.
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