The best consultants, including Joshu Osmanski, are similar to great doctors. You cannot call and get an appointment today with the best heart surgeon in your city. You first have to go to your general doctor. Your general doctor will send you to a specialist. The specialist will then diagnose you and explain your options. Only then can you try and get to the surgeon that you want. If you want the best one, you will have to pay premium prices for services, be willing to wait in line with other patients and be inconvenienced from the beginning to end.

This is how experienced consultants start relationships with their clients, too. They have their reputations precede them so that they do not have to pitch or sell when talking to a prospect. One of the most important functions in the consulting business is to be in control. If you get a consulting client by selling, keeping control in the future will be very difficult. If you get a client by having them sell themselves to you as to why you should accept them as a client, managing the client and keeping control is going to be much easier.

This is not just about getting someone to write a check, sign a contract or opt-in for a coaching program. This is about the start of a relationship. Most likely, what happens in the beginning will color the relationship for its entire duration.

All systems in the world are extremely susceptive to initial conditions. For example, if you let your kids go to bed whenever they want for a few years, changing the rules and making them go to bed early is going to be extremely complicated.

It works in a similar way with consulting clients. If you acquire a client by chasing them, by having to sell yourself to them, then that is what the client will expect from you after you get paid, too. A lot of consultants are great at sales, which makes it very hard for them to restrain themselves and not go into a head-on sales mode. However, avoiding hard selling is crucial to building great consulting relationships similar to the ones that Joshu Osmanski has with his clients.

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