How to Become the Obvious Choice for Clients (3 Lessons on Influence)

Why do some people become the obvious choice in business, while others struggle to get noticed? Influence isn't about tricks, manipulation or sending hundreds of LinkedIn connection requests. It's about understanding people, building the right relationships and giving others a reason to trust you. In Episode 193 of Your Consulting Business Podcast, Russell Pearson shares a live presentation delivered to 120 business owners in Sydney, Australia, on 7 October 2026. Through some unexpected stories involving ice cream, a couple of mayors, a deck of playing cards and a life-changing family experience, Russell explores three lessons that can change the way you build influence. In this episode, you'll discover: - Understanding: Why influencing others starts with seeing the world from their perspective, rather than your own. - Access: How to find the people who can introduce you to the communities, conversations and opportunities that matter. - Experience: Why letting people experience what you're brilliant at is more powerful than simply telling them. You'll also discover the 'Mayor of the Town Royal Challenge' - a practical approach to identifying 22 influential people in your niche, industry or community, instead of trying to connect with hundreds of people at random. If you're building a consulting or advisory business, this episode is an invitation to rethink influence - and consider what it really takes to become the person clients turn to first. FREE RESOURCE FOR CONSULTANTS Discover how to run a successful consulting practice: https://RussellPearsonPrograms.com

How do you sell high-value consulting without pitching, pushing or chasing prospects? In episode 192 of Your Consulting Business, Russell Pearson shares a simpler approach to selling consulting services through genuine, diagnostic conversations. If you've ever felt uncomfortable asking for the sale, worried about rejection or spent hours writing proposals that go nowhere, this episode offers a different way forward. Russell breaks down his three-stage conversational sales process, from an initial two-minute chat through a 15-minute priority call and into a collaborative 45-minute design conversation. You'll learn how to identify the right prospects, ask better diagnostic questions, understand whether a problem is genuinely urgent and help potential clients make confident decisions without resorting to hard sales tactics. Russell also explains why you shouldn't rush to give away your expertise, how proposals can actually delay a decision and why the best consultants are selective about who they work with. Because selling consulting isn't about convincing someone to buy. It's about helping the right people see a clear path to the outcome they want. If you're starting, building or growing a consulting business, this episode will help you approach sales more like the trusted advisor you want to become.

Should you start a consulting business? https://calendly.com/russellpearson/strategic-conversation-brief Consulting can be an incredibly profitable and flexible business model — with low overheads, the potential for very high margins, and the freedom to decide how, where and with whom you work. But there are drawbacks too. In this episode of Your Consulting Business, Russell Pearson breaks down the real pros and cons of building a consulting practice — particularly if you're an experienced expert looking to turn what you know into a business. We cover: • Why consulting businesses can achieve extremely high profit margins  • The limitations of a solo consulting model  • How consultants can charge $1,000–$10,000+ per hour  • Why consulting is different from contracting  • The flexibility of designing your own consulting model  • Why great consulting isn't simply telling clients what to do  • How deep experience becomes a commercial advantage  • The shift from doing the work to enabling clients to get results  • How to design a consulting business around the life you actually want If you've spent 10, 20 or 30 years developing expertise and you're wondering whether consulting could be your next move, this episode will help you understand both the opportunity and the trade-offs. Want help creating your own consulting practice? Use the link below to book a conversation with us about where you're starting, what you want to build, and the path to getting there. Subscribe to Your Consulting Business for practical advice on building and growing a profitable consulting practice. More about Russell, Visit: https://russellpearson.com

Not every marketing strategy deserves your time. In this episode of Your Consulting Business, Russell Pearson draws on 30 years of experience to rank the marketing activities consultants commonly use — including LinkedIn, websites, SEO, podcasting, YouTube, email, referrals, networking, paid advertising and sponsorships. You'll hear why some popular channels rank much lower than you might expect, why relying on referrals can leave a consulting business vulnerable, and how niche networking can become one of the strongest ways to create new client conversations. Russell also explores where paid advertising fits when your time is your most valuable resource, and how SEO is changing as generative AI becomes part of the way clients search for expertise. If you want to spend less time on marketing that looks productive and more time on activities that can actually support a consulting business, this episode will help you decide where to focus. Free Consulting Resources available at: https://russellpearsonprograms.com Get the Book: https://businessofexpertise.com/book More about Russell, Visit: https://russellpearson.com SUBSCRIBE for more videos like this one. ▶️ Secret Workshop: For those ready for the next step, this is the fastest way, I know, to build a highly profitable consulting business in just 4 days a week. https://youtu.be/4dUzyjkMgrw

What if you could read your consulting clients' minds? Not literally, but you can get remarkably close when you understand what they want, the problems they're already aware of, the language they use to describe them, and what's happening in their world right now. In this episode, Russell Pearson breaks down how consultants can stop guessing and start understanding their market well enough to influence better decisions. You'll learn: • The three stages behind a buying decision: awareness, consideration and decision • Why market statistics only get you so far • How to find the "mayors of the town" who can open up a market • Why consultants should talk about the symptoms clients recognise—not just the deeper cause • How to capture the exact language your prospects use • Why context and timing can completely change a buying decision • When to customise an offer instead of packaging it too early • How consultative conversations help prospects make better decisions   If you're building or growing a consulting business, the goal isn't to become better at guessing what the market wants. It's to understand your clients so well that your marketing, offers and sales conversations become far more relevant. Subscribe for more practical ideas on building and growing a successful consulting business. More about Russell, Visit: https://russellpearson.com Free Consulting Resources available at: https://russellpearsonprograms.com Get the Book: https://businessofexpertise.com/book ▶️ Secret Workshop: For those ready for the next step, this is the fastest way, I know, to build a highly profitable consulting business in just 4 days a week. https://youtu.be/4dUzyjkMgrw   0:00 The Art of Client Mind Reading 0:29 A Quick Exercise in Predictive Patterns 3:14 The Ice Cream Shop Lesson on Preferences 5:28 The Three Pillars of Influential Decisions 11:20 Finding the Mayors of Your Market 17:25 Contextual Relevance and the Closing Phase

Get Your Tickets: https://influencers2026.com.au Discover more about Anthony Perl AND Podcasts Done For You https://podcastsdoneforyou.com.au/ Influence can win clients, open doors and create opportunities. But where does influence end and manipulation begin? In this episode, Russell Pearson and I get into the darker side of influence: how persuasion works, how other people and systems are influencing you, and how to become more influential without crossing the line into manipulation. Russell's argument is that real influence isn't about follower counts or becoming some kind of social-media "influencer". It's about being trusted, being invited into the right rooms, being considered when you're not there, and being able to help people move toward better outcomes. We get into: How influence differs from manipulation Why intention matters when you're persuading someone How advertising, social media, algorithms and AI influence your thinking Why conviction and communication matter more than tricks How influence creates access to clients, opportunities and stronger networks Why consultants shouldn't simply "do the work" for clients How to help clients build confidence and capability instead Why real influence has very little to do with audience size   For consultants, advisors, founders and leaders, this is really a conversation about how you move people without becoming manipulative — and how you protect yourself from the influence being directed at you. Russell also shares the thinking behind the upcoming Influences event in Sydney and why he and Kirryn Zerna have become slightly obsessed with pulling apart communication, persuasion and influence. 00:00 — How context changes the way you position yourself 03:05 — What do you actually want influence to achieve? 04:56 — Real influence has nothing to do with TikTok followers 07:51 — How influence creates clients, opportunities and access 09:52 — Influence vs leadership 12:01 — Competition, strategy and the levers of influence 16:26 — The dark side: influence vs manipulation 20:17 — Persuasion, reciprocity and ethical influence 23:14 — Using influence with consulting clients 27:44 — Why Russell and Kieran created Influences 29:52 — How to apply influence to a specific busines More about Russell, Visit: https://russellpearson.com SUBSCRIBE for more videos like this one. ▶️ Secret Workshop: For those ready for the next step, this is the fastest way, I know, to build a highly profitable consulting business in just 4 days a week. https://youtu.be/4dUzyjkMgrw

Free Consulting Resources available at: https://russellpearsonprograms.com Get the Book: https://businessofexpertise.com/book What does a consultant actually do, and why will clients pay significant money for their advice? If you're moving from contracting, freelancing, done-for-you services or employment into consulting, mentoring or advisory work, the blank canvas can be surprisingly difficult. You know your area of expertise. But what are you actually supposed to do with a client? In this episode of Your Consulting Business, Russell Pearson breaks down the three essential parts of a successful consulting business: getting into the right prospects' "brain space," diagnosing rather than pitching, and delivering your expertise at the moments where it creates the greatest value. You'll discover how to: Become known for a specific problem or outcome rather than chasing attention Sell consulting by diagnosing like a doctor instead of pitching a packaged solution Map the journey from where a client is today to the outcome they want Identify the "ignition points" where your expertise creates maximum value Decide which parts of the client journey you actually want to own Stop becoming the person who simply does the work inside the client's business Use workshops, conversations, reports, research and frameworks more intentionally Help clients take good advice — rather than simply giving them more information   And in a world where AI can provide almost unlimited answers, that last point matters more than ever. The consultant's value isn't simply knowing more. It's helping clients diagnose what matters, make better decisions and take the actions that create an outcome. If you're building a consulting, advisory, mentoring or expertise-based business, subscribe for more practical episodes on creating a business that lets you work with better clients, create stronger outcomes and make your expertise work harder for you. More about Russell, Visit: https://russellpearson.com SUBSCRIBE for more videos like this one. ▶️ Secret Workshop: For those ready for the next step, this is the fastest way, I know, to build a highly profitable consulting business in just 4 days a week. https://youtu.be/4dUzyjkMgrw 0:00 What Consultants Actually Do 2:15 Three Steps to a Successful Business 3:14 Mastering Client Positioning 6:04 Diagnosing Like a Doctor 9:33 The Power of Ignition Points 16:41 Working Backwards from Outcomes

Free Consulting Resources available at: https://russellpearsonprograms.comGet the Book: https://businessofexpertise.com/book Discover more about the FORGE: https://forgebusinessprogram.com Sick of endless proposals, pitches, coffee chats and waiting around for referrals? The better consulting business is one where the right clients already know who you are, and think of you first when the problem you solve shows up. In this episode, Russell Pearson breaks down how to become the obvious choice in your area of expertise and position yourself as the go-to consultant rather than another service provider trying to win a pitch. You'll discover how to: - Choose the specific audience whose "brain space" you want to own - Connect your expertise to a clear problem and valuable outcome - Stop leading with your process or solution - Find the places your ideal clients already spend their time - Build enough visibility and familiarity to become memorable - Use repeated experiences, including content, podcasts, video and conversations, to strengthen recall - Move from chasing opportunities to becoming more selective about the clients you take on. The goal isn't simply to get more attention. It's to create a clear association between you, the problem you solve, and the outcome your ideal client wants. That's how you move from pitching for work to becoming the consultant people think of first. Learn more about Russell's Select Consulting approach and the Forge Business Program at Forge Business Programs. Subscribe for more practical strategies to start, build and grow a successful consulting business. More about Russell, Visit: https://russellpearson.com ▶️ Secret Workshop: For those ready for the next step, this is the fastest way, I know, to build a highly profitable consulting business in just 4 days a week. https://youtu.be/4dUzyjkMgrw

How to Build a $300K Consulting Business, Fast: https://forgebusinessprograms.com  Free Consulting Resources available at: https://russellpearsonprograms.com  Get the Book: https://businessofexpertise.com/book  Want to improve your consulting sales? Learn the difference between the slow and fast ways to grow your consulting business today. In this episode of the podcast, we break down the specific differences between standard service-based sales and the consulting sales approach. Whether you are just starting out or looking to refine your current process, understanding these two distinct paths is essential for anyone serious about building a sustainable practice. We examine the methods that lead to client acquisition so you can choose the strategy that aligns best with your goals. By the end of this video, you will have a clear understanding of how to approach your consulting business sales more effectively. We move beyond generic service professional advice to focus on the nuances of selling expertise. Implementing these consulting tips can help you shift your focus from simply finding leads to closing deals that matter for your long-term success. Choosing the right sales strategy is the primary factor in how quickly you can scale your operations and start seeing consistent revenue. Subscribe for weekly consulting business breakdowns, and let me know in the comments: are you currently focused on fast sales or building long-term relationships? 0:00 Fast vs Slow Consulting Sales 1:23 Selling Like a Doctor 5:26 The Dangers of the Pitching Process 7:00 Managing False Positives in Your Pipeline 9:00 Navigating the Pain of Change More about Russell, Visit: https://russellpearson.com SUBSCRIBE for more videos like this one. ▶️ Secret Workshop: For those ready for the next step, this is the fastest way, I know, to build a highly profitable consulting business in just 4 days a week. https://youtu.be/4dUzyjkMgrw

Free Consulting Resources available at: https://russellpearsonprograms.com Get the Book: https://businessofexpertise.com/book Learn how to build an advisory business that pays you for your guidance instead of trading time for direct implementation work. This session breaks down how to package your expertise into a high-value offer that accelerates client results. If you are currently selling services or labor, shifting toward an advisory business model allows you to scale your impact while reducing your operational burden. I cover how to identify market opportunities and structure your advice to ensure clients get faster, measurable outcomes. We look at the exact frameworks for creating an offer that commands premium pricing. By focusing on consulting business model principles, you can stop focusing on the "how" of execution and start focusing on the "what" of strategy. This approach is designed for experts who want to leverage their knowledge to command higher fees for less direct labor. Whether you are transitioning from freelancing or looking to refine your current consulting business model, these strategies provide a clear path forward. You will see how to use visual aids and structured bullet points to communicate the value of your high ticket consulting services effectively. Subscribe for weekly advisory business breakdowns, and comment below with the biggest challenge you face when pricing your guidance. More about Russell, Visit: https://russellpearson.com SUBSCRIBE for more videos like this one. ▶️ Secret Workshop: For those ready for the next step, this is the fastest way, I know, to build a highly profitable consulting business in just 4 days a week. https://youtu.be/4dUzyjkMgrw