Should I sell to individuals or to companies as a solo consultant?

Somebody asked me live in my masterclass whether I sell to individuals or to companies. The answer decides how long your first sale takes, who you talk to, and how you get paid.

I sell to individuals: experienced corporate leaders building their own practice, or working out their next role.

How an individual buys

One person has the problem, and the same person decides. They pay from their own pocket, so they think hard about the price, but once they say yes, it is yes. A first conversation can turn into a booked session the same week.

The work is finding enough of them. Every client is a new conversation.

How a company buys

The person with the problem is often not the person with the budget. An outside adviser usually goes through a budget owner, a purchasing process and sometimes more than one approver. Payment arrives on the company's terms, after an invoice, not on the day you agree.

The fee can be larger and one client can last longer. The first sale usually takes longer.

The question that decides it

Ask yourself: can the person who feels the problem also say yes?

• If yes, sell to them directly. That is the faster first sale.
• If the problem belongs to a team or a department, the buyer is a company, and your first job is finding the person who holds the budget.

Either way, a person decides. They notice when you have prepared and how quickly you follow up.

You do not have to choose forever. Choose for your first ten clients, so your posts, your offer and your conversations all speak to one buyer.

Not sure what you would sell either of them yet? Start with what can a corporate leader sell as a solo advisor?

Your next step

My free masterclass is 90 minutes online, Tuesday 8 December, 12:00 Zurich (11:00 UK), for people still deciding: Where on earth to start when becoming a solopreneur, and where AI actually helps.

Questions people ask

Is it easier to sell consulting to individuals or businesses?

Individuals usually decide faster, because the person with the problem holds the money. Companies can pay more, but the decision passes through more people and takes longer.

Can I sell to both?

Later, yes. For your first clients, pick one, so everything you write and say is aimed at one buyer.