Reimagining Consulting's Growth Engine: Traditional vs. Sales Development Models - Part 2/4
In Part 1, we discussed the potential benefits of transitioning a sales development model to a consulting business. In this installment, we'll explore the different sales models commonly used in consulting and how they compare to the sales development model.
Traditional Consulting Model
Consultants Sell and Deliver: In this model, the same consultants who sell services also deliver them.
Expertise-Driven: The value proposition is based on the consultant's expertise, often summarized as "I have to know more than you (the CEO) to provide value."
Drawbacks: When consultants are delivering, selling usually stops, leading to a feast-or-famine cycle.
Accelerated Model
Sales and Delivery Separated: Sales professionals are distinct from consultants who deliver the service.
High Content Pressure: Sales professionals need to be hybrids, possessing both sales skills and deep industry knowledge.
Client Management: These sales professionals must be adept at both opening new accounts and nurturing existing ones, a skill set that is rare.
Calendar Challenges: Balancing client meetings and preparation can lead to gaps in the sales calendar.
Sales Development Model
High Growth Focus: Originally developed for high-growth SaaS companies.
Role of SDRs: Sales Development Representatives handle cold calling and initial qualification, freeing up Sales Executives to focus on closing deals.
Steady Flow of Meetings: Ensures a consistent pipeline of high-quality meetings for Sales Executives.
Consultative Sales Executives: The model allows Sales Executives to be more consultative, adding value to client interactions.
Comparison and Synergy
Calendar Management: Unlike the accelerated model, the sales development model ensures a steady flow of meetings, mitigating the feast-or-famine cycle.
Sales Executive Profile: The sales development model allows for a different kind of Sales Executive who can be more consultative and content-focused.
Conclusion
Each sales model comes with its own set of advantages and challenges. Although initially designed for SaaS companies, the sales development model offers unique benefits that can be adapted for a consulting business.
Please stay tuned for Part 3, where we'll discuss the challenges and pitfalls of implementing a sales development model in a consulting business. We'd love to hear your thoughts on these different models. Feel free to share your experiences with us!
