Consulting Sales And Marketing with Peter O'Donoghue – Details, episodes & analysis

Building Trust and Business Growth Through Strategic Content: Insights from Richard Millington

In this episode, Peter O'Donohue interviews Richard Millington, a successful consultant and founder of Fever Bee.

Richard shares his journey of building and leading business development through the power of creating the right kind of content.

He discusses how trust and content have been pivotal in gaining clients proactively and shares practical advice for consultants looking to build their own practices. Learn the secrets behind his successful blogging, speaking engagements, and book publishing, and why focusing on a targeted audience is more effective than going broad.

Don't miss these invaluable insights into the world of consulting and business development.

00:00 Welcome to the Consultants Growth Playbook

00:42 The Power of Trust and Content in Business Development

01:44 Richard's Journey with Fever Bee

03:24 The Evolution of Content Strategy

04:11 Building a Niche Audience

05:38 The Humble Beginnings of Fever Bee

07:25 Intentionality and Luck in Business

09:43 Transitioning from Blogging to Consulting

13:03 Creating Opportunities and Adapting to Market Needs

15:34 Balancing Content Creation and Client Work

18:15 Creating a Course Before Writing a Book

18:59 Promoting the Book Effectively

20:08 Lessons from Writing Multiple Books

21:43 Challenges and Strategies in Advertising

24:04 Balancing Frugality and Investment

25:29 Advice for New Consultants

28:55 Innovative Content Creation

34:30 Final Thoughts and Where to Find More

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.peterodonoghue.com/subscribe

Building a Business Through Podcasting: Tom Froggatt’s Journey with Singular Biotech
 
In this episode, Peter O'Donohue introduces Tom Froggatt from Singular Biotech, a pioneer in using podcasting as a growth engine for his consulting business.
 
Tom shares how the 'Careers in Discovery' podcast has generated substantial revenue for Singular Biotech, a consulting firm focused on biotech companies.
 
He discusses the challenges and strategies behind starting a successful podcast, the importance of building genuine relationships, and the value of providing useful content. Tom also touches on the evolution of his podcast, expanding to new areas, and maintaining consistency to sustain business growth.
 
This is Ideal for consultants and business owners looking to leverage new methods for lead generation and personal branding.
 
 
00:00 Introduction and Welcome
00:30 The Power of Podcasting for Business Growth
01:09 About Singular and Its Mission
01:38 The Journey to Starting a Podcast
03:55 Targeting the Right Audience
06:19 Podcasting Strategy and Success
15:26 Consistency and Personal Branding
20:09 Technical Aspects of Starting a Podcast
29:05 Challenges and Overcoming Fear
34:06 Conclusion and Final Thoughts

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.peterodonoghue.com/subscribe

Accelerating Consultant Success: Securing Your Next Five Clients

In this session, Peter O’Donahue from Consulting Revenue outlines comprehensive and actionable strategies for consultants to acquire their next five clients, regardless of current momentum. Peter emphasizes the importance of proactive business development and provides a structured framework to ensure continued client acquisition. Key highlights include the significance of evading passive engagement, leveraging existing networks, distinguishing one’s unique value proposition, and implementing high-impact business development sprints. He further discusses current trends in professional services and contrasts between passive hope and active, focused effort in business development. Throughout the session, Peter also engages in a Q&A, addressing individual concerns and providing tailored advice to attendees.

00:00 Introduction and Session Overview

02:51 The Importance of Proactive Business Development

04:54 Current Market Trends and Opportunities

06:38 Framework for Acquiring Consulting Clients

08:26 Overcoming Common Obstacles

19:59 The Right Frame for Success

33:12 Identifying and Targeting the Right People

49:49 The Sprint Activator: Creating Momentum

51:04 Setting the Stage: Making Offers and Strategy Calls

52:34 Understanding Your Numbers and Front-Loading Effort

52:54 Building a Business Development Cadence

53:59 The Network Multiplier: Move Then Improve

55:00 Sprint Activator: Focused Activity for Results

55:41 Connect Consistently: Overcoming Proximity Problems

56:22 Real-World Examples: Leveraging LinkedIn and Email

01:02:58 The Get Five Clients Framework

01:06:57 Cohort Program: How to Get Your Next Five Consulting Clients

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.peterodonoghue.com/subscribe

Productizing Consulting Services with Robert Streeter

In this episode of the Consultants Growth Playbook, host Peter interviews Robert Streeter, head of theax.ai and an expert in consulting and tech. Robert shares his experience in business development, emphasizing the importance of productizing consulting services to create repeatable and scalable offerings. He discusses his journey from a product manager to an independent consultant and how leveraging his knowledge into frameworks, such as maturity models, has been pivotal for his success. They also delve into how Robert's new AI-enablement platform can streamline and enhance consultancy processes, making expertise more consumable and marketable. Robert offers practical advice for consultants starting their practices, stressing the need for clear, fast, and measurable solutions for clients. The episode concludes with Robert sharing his significant learning moments from his varied career, underlining the necessity of balancing innovation with practical client needs.

00:00 Introduction to the Consultants Growth Playbook

00:32 Robert Streeter's Approach to Business Development

02:19 The Concept of Productizing Consulting Services

04:50 Implementing Maturity Models in Consulting

11:44 Robert Streeter's Professional Journey

15:26 Challenges and Strategies for Independent Consultants

18:06 Leveraging Frameworks for Business Development

20:57 Leveraging Models for Consistent Client Engagement

21:21 Challenges in Targeting SaaS Companies Pre-Series A

23:03 Introducing the AI Enablement Platform for Consultancies

23:48 Building and Marketing Models with AI

25:31 Productizing Consultancy Services with AI

28:10 The Role of Thought Leadership in Client Acquisition

30:54 Frameworks and Models for Consultants

37:28 Mistakes and Lessons Learned in Consultancy

42:26 Final Thoughts and Contact Information

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.peterodonoghue.com/subscribe

In this episode of the Consultants Growth Playbook, I welcome John Howard, a seasoned consultant with extensive experience in business development and leading consulting firms.

The full video interview is here:

John emphasises the importance of building trust and maintaining genuine relationships in business development.

He discusses strategies for positioning you in the right networks and shares insights on the transition from founder-led businesses to structured, scalable operations.

John also touches on his experiences with private equity transactions, systematic networking, and the challenges of stepping back as a founder to let others lead.

Finally, he delves into his role at Garwood Growth, offering advice for consultancies aiming to achieve significant growth or preparing for an exit.

This episode is rich with practical tips and real-world examples from John's career.

00:00 Introduction and Welcome

00:26 Building Trust in Business Development

01:48 Networking and Relationship Management

03:26 Systematic Approach to Networking

05:29 John Howard's Career Journey

06:13 Channel Three Consulting Success Story

07:55 Sales Mindset and Training

09:57 Recruiting for Business Development

11:46 Transitioning Founder-Led Businesses

14:44 Challenges and Strategies in Business Development

18:30 Starting a Consulting Business

23:00 Garwood Growth and Client Scenarios

26:41 Dealing with Founder Egos

29:15 Early Sales Experience and Lessons Learned

32:30 Mistakes and Learnings in Leadership

34:45 Conclusion and Contact Information

Contact:

* You can find John on Linkedin here

* You can find Garwood Growth here

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The Podcast turned into an article:

Creating a Sales Culture in Professional Services

I recently had the privilege of interviewing John Howard, a veteran in the consulting industry with nearly 30 years of experience. John led an MBO at Channel 3 Consulting before moving to Garwood Growth, where he now helps professional services businesses navigate growth, operational improvement, and value realisation.

Our conversation covered everything from building trust with clients to managing founder transitions. Here are the key insights from our discussion:

The Foundation of Business Development in Consulting: Trust and Relationships

"BD and consulting is really about relationships and it's about really, really listening and letting the client lead you to what the pain point is."

At its core, business development in consulting isn't about aggressive sales tactics. It's about building trust through genuine relationships. John emphasises that clients need to feel you're there for their interests, not just your own. This requires authentic interactions and a willingness to walk away when you can't help.

The Art of Listening: How to Uncover Client Pain Points

The most successful consultants keep their "mouth closed and listen a lot."

John stresses that sales isn't about dominating conversations but exploring client challenges and adding value through thoughtful discussion.

Only after understanding the problem should you generate ideas and offer opinions. This approach ensures solutions actually address real needs rather than presumed ones.

From Founder-Led to Team-Driven: Transitioning Business Development

Many consultancies face a critical transition point: moving from founder-led sales to a broader team approach. At Channel 3, John helped navigate this challenge when preparing for private equity investment.

The process included:

* Identifying core team members who would stay beyond the transaction

* Building sales capability across the organisation

* Recruiting people with an interest in growth and client development

Creating a Sales Culture in Professional Services

One major obstacle John encountered was the perception that "sales was a dirty word" among consultants who loved delivery but feared business development.

His team addressed this through sales training that focused less on process and more on mindset.

The key message?

Sales is about conversations, relationships and understanding—skills most consultants already possess.

Managing Networks and Referrals for Sustained Growth

Networks are the lifeblood of consulting, but many professionals struggle with systematic network management. John admits he became more disciplined about this later in his career.

His advice is refreshingly practical:

"Nobody's going to be offended because you ask how they're doing." For consultants who don't naturally maintain connections, he recommends creating systems to prompt regular outreach.

[PS: I have these systems covered in this resource]

Setting Effective Targets: Balancing Team Goals with Individual Accountability

On the thorny subject of sales targets, John advocates for a balanced approach:

"It's a team sport with individual accountabilities."

While the team needs a collective goal, individuals must feel personally accountable for their contribution. Most importantly, when someone is struggling to meet targets, they should flag it early so the business can adapt—rather than making promises that don't materialise.

Key Person Dependency: A Critical Risk in Consulting Businesses

When I asked about lessons from mistakes, John highlighted the danger of over-reliance on key individuals:

"If you're leading a business, you can become too reliant on key people."

This dependency creates vulnerability when someone leaves or when their particular market experiences a downturn. Diversification of people, markets, and service offering, helps provide essential resilience.

Preparing for Capital Events: Aligning Shareholders and Building Value

With Garwood Growth, John now helps professional services firms prepare for capital events like private equity investment or trade sales.

A crucial first step is shareholder alignment: "Are they, as the owners of the business, clear on what they want to achieve with the asset and what the business needs to look like to achieve that?"

Without this alignment, preparations for any transaction are built on shaky foundations.

Navigating Consulting Business Inflection Points

John's current work focuses on helping firms navigate various inflection points:

* When founders want to step back or exit

* When delivery capacity can't keep up with sales

* When market conditions create growth challenges

* When expanding internationally requires new operating models

In each case, "the thing that has been really successful up to now is starting to creak a bit," requiring fresh thinking and sometimes external perspective.

Overcoming the Fear of Sales Conversations

Perhaps most relatable was John's personal story about overcoming his fear of sales conversations earlier in his career. As an introvert, he found cold calling "terrifying" initially.

With coaching and practice, he discovered that meaningful relationships could develop even through purely telephone interactions.

The lesson?

Sales apprehension is normal, but can be overcome with support and experience.

Final Thoughts

What struck me most about my conversation with John was his emphasis on authenticity and integrity throughout the business development process. Whether discussing target setting, founder transitions, or sales culture, he consistently returned to the importance of honest dialogue and authentic connection.

For consultants at any stag, from founders planning their exit to newcomers terrified of their first client call, this human-centred approach offers both reassurance and a practical blueprint for growth.

If you found these insights valuable, please share this newsletter with colleagues wrestling with similar challenges. And if you'd like to connect with John directly, you can reach him at john.howard@garwoodgrowth.com or find him on LinkedIn.

Thanks for reading Consultants Growth Playbook with Peter O'Donoghue! Subscribe for free to receive new posts and support my work.

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This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.peterodonoghue.com/subscribe

Productized Consulting and Intrinsic Motivation: A Conversation with Jesse Hopps

In this episode of the Consultants Growth Playbook, host Peter interviews Jesse Hopps of Demand Metric. Jesse shares his insights and methods for generating new business through productized consulting and IP licensing. He discusses a live case involving a client struggling to implement a complex upskilling proposal, and elaborates on his approach to productizing solutions to ensure scalability and repeatability. Jesse emphasizes the importance of understanding human psychology and behavior change to drive successful transformations. He also touches on the concept of intrinsic motivation and how it is crucial for effective consulting. Jesse shares his unique point of view on why big consulting firms often fail to deliver on execution and the importance of resilience, grit, and guided discovery in driving real impact for clients.

00:00 Welcome to the Consultants Growth Playbook

00:21 Jesse Hopps on Productized Consulting

01:57 Challenges in Executing Consulting Plans

03:47 Building Scalable Consulting Solutions

05:01 From Subscription Business to Consulting

09:29 The Consulting Industrial Complex

17:17 The Importance of a Unique Point of View

20:31 The Subconscious Barrier to Success

20:48 Manifesting Success: Beyond Wishful Thinking

21:20 The Real Reason Consulting Clients Fail

22:22 Intrinsic Motivation: The Key to Transformation

23:56 Self-Determination Theory Explained

25:48 Guided Discovery in Learning and Development

27:41 Holistic Growth Model for Business Transformation

27:58 The Importance of Mindset and Grit

34:31 Applying Psychology in Business Consulting

36:54 The Power of Flow in Business Development

38:02 Final Thoughts and Contact Information

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.peterodonoghue.com/subscribe

Building a Consultancy on Relationships and Reputation: Insights from Chris Nichols of GameShift

In this episode of Consultants Growth Playbook, host Peter interviews Chris Nichols, co-founder of GameShift, a UK-based consultancy. Chris shares that their consultancy has grown from two to twenty people, emphasizing that their success is primarily due to strong relationships and reputations. Despite being small, GameShift has made it onto the Financial Times' Best UK Consultancies list for eight consecutive years. Chris discusses the importance of genuine curiosity, network-building, and introducing clients to the right experts. He also talks about the challenges and surprises of running a micro-consultancy, the value of experimentation, and the importance of continuous learning. This episode offers valuable insights into a relationship-driven approach to consultancy and business development.

00:00 Introduction to the Podcast and Guest

00:17 Building Business Through Reputation and Relationships

01:34 The Power of Networking and Social Media

02:37 Recognition and Achievements

03:36 Unique Approach to Client Engagement

08:28 Challenges and Learnings in Consulting

11:15 Effective Business Development Strategies

15:51 Genuine Interest and Relationship Building

18:00 Adapting Solutions Based on Client Needs

20:12 The Ever-Changing Nature of Consulting

21:56 The Role of AI in Consulting

25:33 Advice for Aspiring Consultants

28:37 Building Client Relationships

36:11 The Importance of Continuous Learning

38:05 Conclusion and Contact Information

This is a public episode. If you'd like to discuss this with other subscribers or get access to bonus episodes, visit www.peterodonoghue.com/subscribe