David A. Fields

Why Chasing Your Consulting Clients’ Top Priority Backfires

Consulting firms often chase a prospect’s headline priority, assuming it will secure a deal. The article argues this strategy backfires because senior leaders are rarely the direct buyers and their top issues are already being addressed. Instead, firms should target the “second‑circle” priorities that sit just below the headline problem and are typically owned by mid‑level managers. By asking prospects what high‑priority challenges remain untackled, consultants can position themselves on projects with higher win potential.