If you’re wondering how to find consulting clients, you’ll quickly discover that the answer isn’t just about marketing tactics or networking events. The truth is, most consultants focus too heavily on visibility when they should be thinking about connection.

Finding clients is really about building relationships—and relationships are built on three things: being known, being liked, and being trusted. Get these right, and clients come to you. Get them wrong, and you’ll spend forever chasing leads that never convert.

This came up in conversation recently and in fact there was a comment about it on this blog too.

Do your management consulting clients actually need to like you? In my view, Yes. Here’s why.

Trust is probably the number one currency in sales. We buy from people we trust. So if you are going to be selling consulting services and selling your advice, your clients need to trust you. Trust is built up slowly via your profile, your manner, your past work, your methods, and so on. Over time, if your sales and marketing are effective, your clients and potential clients will grow to ‘know’ you and trust you.

But do your Clients need to ‘like’ you?

Yes. Because we buy from people we like. It’s human nature. It’s a given that you are a professional, with a great track record and offer great value. But when it comes to a choice between you and another consultant with similar skills and experience, the client will often select the consultant they like.

Think about it. If you have a choice between working with two people, with whom you’ll be sharing confidential information and working day to day very closely with, who would you pick? If both are equally up to the task. The one you like.

Liking is not about being fun, witty, or being invited to BBQs. It’s about being approachable, easy to work with, and pleasant.

It’s whatever your type of client needs you to be.

Applying This When You’re Looking for Clients

So how does this translate into actually finding consulting clients?

The “know” part is where most people start—and honestly, it’s the easiest. You write articles, speak at events, post on LinkedIn. You make yourself visible in your niche. But visibility alone won’t fill your diary.

The “like” part requires you to show up as a real person. I’ve seen consultants who write brilliant thought leadership but come across as cold or transactional in person. That disconnect kills conversions. Your content, your conversations, even your emails should feel like they’re coming from someone a client would actually want in their office for three months.

The “trust” part takes longest. Case studies help. Testimonials help. But nothing builds trust faster than giving value before asking for anything. A quick observation during a coffee chat. A useful framework shared freely. These small acts demonstrate competence without you having to say “I’m competent.”

The thing is, when you’re trying to find consulting clients, you’re not really selling a service. You’re selling the experience of working with you. And that experience begins long before they sign a contract.