What a Kid on a Segway Taught Me About Winning Consulting Clients

I made a $1,896 commitment to a stranger on a Segway.

I was in my garage unpacking from a camping trip when Wade zoomed up my driveway and asked if I had a minute to talk. He was wearing a company polo and a ball cap, carrying an iPad.

He was selling pest control service.

I needed pest control service.

We moved in about a year ago, and it’s been on my “to do” list to find a service ever since. It’s been important, but not urgent. I tend to research and understand every available option to ensure I make the best decision. Usually, that research pays off—but it also means I procrastinate.

With the arrival of summer, the ants showed up in force. And the spiders. My wife screamed so loudly last week I thought she was being axe-murdered. I ran to the basement.

“It’s the biggest spider I’ve ever seen.” She held her hands a foot and a half apart. “Kill it,” she commanded.

So when Wade Segway’d up my driveway and explained how great his service was—they were the only company in Colorado Springs with an “agricultural license” allowing them to treat the entire yard—I signed up.

2 Lessons for Independent Consultants

Whether you're consulting on GTM strategies or aerospace design, we can learn 2 important principles from my encounter with Wade.

First, people buy things when they need them, not before. Wade appeared at the very moment I was worrying about ants in my driveway and spiders in my basement. He got the sale because he showed up when the pain was fresh—and no one else did.

As consultants, we must have frequent conversations. Then, when people need the service we provide, we're top-of-mind. I’m not suggesting you Segway around the neighborhood, but the principle is the same—talk to people who may have the pain that you can alleviate.

Secondly—and this is a subtle but powerful technique—we need to educate our future clients on why our service is better than the alternatives.

More than just offering a solution, Wade gave me language to understand why his company was the better choice. I repeated that “agricultural license” line verbatim when I explained the decision to my wife. People buy emotionally, but they justify their decisions rationally. Help them explain that you're the smart choice.

The kid on the Segway landed a 24-month contract because he showed up when I had a problem and gave me a reason to trust him. As independent consultants, we don’t need gimmicks or perfect timing, but we do need to be present, listen for problems, and help our future clients see what makes us worth hiring.

Because if they knew what we knew, they’d already be calling us.