Starting a service-based consulting business can be an exciting yet challenging path.
Over 78% of small and medium-size businesses in Canada are service- based businesses, according to government statistics. Why is that? Because service businesses are typically less expensive to start-up — for example, you can open a consulting business with a website, a mobile phone, and plenty of sales hustle.
Staying in the consulting business, however, is another thing.
Bruce Mayhew, founder of Bruce Mayhew Consulting, has spent over 20 years building a successful firm by offering leadership development, communication training, and organizational growth. His services include corporate training, executive coaching, and speaking engagements. On The Unsure Entrepreneur Podcast, Bruce shares his key strategies for creating a sustainable consulting business — and his advice is a goldmine for entrepreneurs.
Start with a solid foundation
In the podcast, Bruce talks about the importance of preparation before launching your consulting business.
He spent two years planning his transition from a corporate banking career, which included working for a small business to gain hands-on experience. This cautious approach paid off. "On my first day as a business owner, I had three clients lined up," he says. Having those initial clients not only provided financial stability but also gave him the confidence to approach new prospects. “Other people were telling me I was valuable, and that was reassuring."
For aspiring consultants, Bruce recommends building a solid network before making the leap. Reach out to former colleagues, friends, and professional contacts who can vouch for your expertise. Use this time to refine your business model, craft a clear value proposition, and identify potential clients. As Bruce explains, “You need people to trust that you can deliver what they need.”
“Focus on being fantastic at what you’re good at.”
Play to your strengths
One bit of advice for new entrepreneurs is to concentrate on what you’re great at and delegate the rest. “If you’re not good at something, don’t try to do it — outsource it,” says Bruce. Whether it’s web design, accounting, or marketing, he advises entrepreneurs to avoid wasting time on areas outside their expertise. Instead, invest your energy into what you do best: delivering highly personal, exceptional service.
If budget constraints make outsourcing difficult, Bruce suggests bartering skills or forming informal support groups with other entrepreneurs. These collaborations can help you fill skill gaps without significant financial strain. “You don’t have to do it all yourself,” he emphasizes. “Focus on being fantastic at what you’re good at.”
Build and maintain client relationships
In a service-based business, client relationships are everything.
Bruce believes that trust and consistent delivery are the keys to long-term success. “Staying power is what surprises people. It’s not about starting; it’s about sustaining,” he says. To do this, you need to not only meet but exceed client expectations. This means understanding their needs deeply and delivering tailored solutions.
Stay current on what your client is doing with their business by reading their newsletters, social posts, website pages, company publications, and anything else out there. Ask the client to keep you in the loop with strategies and plans. Be well informed on their world so you can get a deeper understand of their business. Then, when you meet with the client, you can ask meaningful questions to identify their challenges and generate a truly impactful solution.
It seems crazy but one of the simplest ways to build trust is to simply do what you promised to do, when you promised to do it. You'd be surprised how many competitors lose clients by missing deadlines and letting them down.
“Don’t waste your best brainpower on routine email."
Master time management
For consultants, time is your most valuable asset. Bruce advises blocking off dedicated time for important tasks, especially in the morning when you’re at your most productive. “Don’t waste your best brainpower on routine email,” he said. Instead, focus on strategic planning, project work, and client interactions during your peak hours.
Bruce also encourages entrepreneurs to view email and other forms of communication as an extension of their brand. Every message you send reflects your professionalism and values, so take the time to make them clear and impactful.
Commit to lifelong learning
Even after two decades in business, Bruce says he remains a voracious reader and learner. “I’m always learning,” he says in the podcast interview. “The joy of entrepreneurship is that there’s always more to explore and improve.” This mindset not only keeps your skills sharp but also ensures that your business stays relevant in a changing market.
Key takeaways for aspiring consultants:
• Build a network and secure initial clients before launching.
• Focus on your strengths and outsource tasks you’re not good at.
• Prioritize client relationships and exceed their expectations.
• Use your most productive hours for high-value tasks.
• Commit to lifelong learning to stay ahead.
By preparing thoughtfully, focusing on your strengths, and delivering exceptional value, you can create a business that not only survives but thrives. As Bruce aptly puts it, “Be humble, but respect what you know. There’s something amazing about everyone.”
[Photo credit: Bruce Mayhew]
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