I’ve worked as an online marketing consultant for many years—and over time, I also trained dozens of consultants within the agency I co-founded (and later sold). Along the way, I’ve picked up a lot—not just from doing the work, but also from learning from people who were far better at consultancy than I was at the time.
In this edition of Founder Notes, I want to share a few lessons I’ve learned throughout the years. Even if you’re not in the consultancy world, I believe there’s value here. After all, no matter the field, we’re all in the people business.
1. Don’t sell what you can’t deliver
One of the most important lessons: be brutally honest about what your business can and can’t do. If you lack a specific skill set or simply don’t have the capacity right now— don’t pitch it in a sales conversation. It might feel tempting in the moment, but it almost always backfires.
Here’s why: either your team ends up stuck with something they can’t realistically deliver, or you do manage to deliver—but poorly. And that hits your reputation harder than simply saying "no" upfront ever would.
The advice I live by? Only sell what you’re 100% confident you can deliver — consistently, and at the standard you believe in.
2. You’re not just delivering a result — you’re supporting a person
Consulting isn’t just about the work itself. It’s also about helping the person across the table succeed.
Let me explain. In my field (online marketing), I’m not just launching a Google Ads campaign — I’m also helping my client contact do their job better. Often, that person is responsible for all of marketing and needs to report results to their manager or leadership team.
So yes, the campaign should generate results. But just as importantly, I help them tell the story behind those results. When you take the time to understand your client’s internal context—who they need to impress, what pressure they’re under — you become a real partner, not just a vendor.
This shift in mindset creates more impact, more trust, and ultimately, longer-term relationships.
3. What people say they want isn’t always what they actually need
If I had a euro for every time a client told me they wanted A, but actually needed B, I’d have… well, you get the idea.
People often come into meetings with preconceived ideas—maybe they read something online or heard it from a friend — but it’s not always aligned with what would really help their business.
That’s where your role as a consultant kicks in. A good consultant listens carefully, evaluates critically, and then guides the client toward the real solution. One question that’s always helped me in these moments:
"What would I do if I were in the client’s seat?"
Answer that honestly, and you’ll avoid just being an order-taker—you’ll become a trusted advisor.
4. Never leave a meeting without a clear next step
A strong consultant leads with clarity.
After every client meeting, take a few minutes to summarize the outcomes: what needs to be done, who is doing it, and when it’s due. Then send it in a short follow-up email. It sounds simple, but it makes a huge difference.
It avoids confusion, sets expectations, and most importantly—it shows the client that you're in control. That’s why they hired you in the first place: to take ownership and move things forward with expertise and confidence.
These are just a few lessons that have stayed with me, and I’m sure I’ll keep learning more as I go. At the heart of all of them is one idea: stay honest, stay curious, and stay human in the way you work with others.
Have a great day,
Ralph Wolbrink
Founder @ Guram
