THE POWER OF CONSULTATIVE LEADERSHIP
I’ve always said, “I’m a horrible salesperson and a great consultant”. This dynamic has been key to my ability to build genuine relationships, foster trust, and ultimately…drive revenue over the long-term. The truth is, nobody wants to be sold to; everyone desires a conversation with someone genuinely interested in helping them navigate business challenges or improve their lives.
When I founded my Go-to-Market (GTM) consultancy, AmplifyGTM, I adopted a mantra of providing value in every interaction. Whether it was making introductions, offering guidance, or simply providing encouragement, my focus was on contributing positively to whatever was on the minds of those in my network. The positive responses I received affirmed the power of genuine interest in others and their work.
Becoming a respected thought leader in your field, whether as an individual or a company, hinges on the ability to be someone people respect and trust. This is precisely what Matthew K. Koenig, VP of Channel Sales at Nodeware®, has achieved. Matthew’s focus on helping MSP (Managed Service Provider) customers sell cybersecurity services has positioned him as an authority in the industry. His talks at industry events draw standing-room-only crowds, and interestingly, he doesn’t mention Nodeware until the final few slides. (Note: the opening “Change Your Password” video he often uses is hilarious)
Matthew’s philosophy revolves around the idea that MSPs form a “large industry but a small community.” Building trust is paramount, and the best way to do this is by becoming a go-to resource. His expertise has expanded beyond cybersecurity, as he is now sought after by MSPs to address various Sales, Marketing, and Operations challenges they face. His advice? “Become an expert in your customer’s goals in general.”
This strategy proves highly effective at the top of the marketing funnel, particularly when potential clients may not initially show interest in the specifics of your product or service. By prioritizing relationship building, you establish trust, position yourself as a subject matter expert, and, most importantly, convey genuine concern for their success. This approach positions you favorably to address product-related issues when there is confirmed interest, and the prospect has advanced further down the funnel.
Achieving increased sales through a non-sales approach may seem counterintuitive, but the key lies in attentive listening and thoughtful analysis. By helping business leaders identify the core issues hindering their goals and working collaboratively to develop and implement specific, feasible solutions rooted in their unique business environment, a powerful dynamic is established. This approach creates a shared investment in successful outcomes and results, rather than solely focusing on the products and services used to attain them.
The power of consultative leadership lies in the ability to sell without selling. By prioritizing genuine interest, focused listening, and proactive problem-solving, individuals and companies can build lasting relationships, become respected thought leaders, and ultimately achieve long-term success in their respective fields.
