Insights
Creating a Buyer: Establishing Long-Term Client Value
David Butter shares guidance on fostering long-term client relationships
In the executive search and leadership consulting profession, honing one’s ability to cultivate relationships with clients is a skill that can set a consultant or firm apart from the rest. Consultants and firms who are able to establish themselves as trusted partners can provide long-term value, which typically leads to continued work and new assignments from clients.
David Butter, IAF-certified professional facilitator, advisor and communications expert, recommends that executive search and leadership consulting professionals focus on “creating a buyer” rather than “selling search” to establish long-term client value. He also offers tips on how talent acquisitions specialists can create a buyer.
The Difference Between Creating a Buyer vs. Selling
Selling is a transactional operation while creating a buyer is a consultative approach that focuses on building relationships and trust. According to Butter, “The seller, literally or metaphorically, walks in with something [to sell]. For instance, I'm selling search. This is a transaction. “Butter emphasizes that the approach to creating a buyer involves more than just selling a service; it requires engaging with the client on a deeper level to understand the organizational context, challenges and desired outcomes.
"If you’re in executive search and leadership consulting, you are in the talent industry, you’re in change management, you’re in growth, you’re in profitability. In search and leadership consulting, you are as well-placed as anybody to be the advisor to the senior people about their world, about change, about leadership, about the future of the organization because so many of the moving parts are actually about people and talent which isn’t an area that senior leaders [are experts in.]” By asking questions, challenging assumptions and offering insights based on research and industry knowledge, consultants or firms can position themselves as trusted advisors rather than just service providers. This approach builds trust and credibility, leading to more meaningful and long-lasting client relationships.
5 Tips for Creating a Buyer
Creating a "buyer" in the context of executive search and leadership consulting involves establishing a long-term relationship with clients where they see the consultant or firm as their preferred choice for executive talent solutions. Butter shares several practices and mindsets necessary to achieve this:
Understanding Client Needs
Consultants should invest time in understanding client needs and challenges by listening deeply, asking probing questions and gaining insights into the client's industry, culture and strategic objectives.
Building Trust
To foster trust over time, consultants must demonstrate integrity, reliability and confidentiality in all interactions with clients while consistently delivering high-quality results and maintaining transparency.
Being Proactive
Instead of waiting for clients to initiate engagements, consultants should proactively identify opportunities to add value by sharing industry insights, introducing potential candidates or offering strategic advice on talent acquisition and retention.
Adopting a Strategic Mindset
Consultants should approach each client engagement strategically, with a focus on long-term objectives rather than short-term gains. This means aligning search efforts with the client's broader business goals and anticipating future talent needs.
Continuous Improvement
Successful consultants are committed to continuous learning and improvement by staying abreast of industry trends, best practices and emerging technologies. By staying relevant and innovative, consultants can offer cutting-edge solutions to their clients.
By embracing these practices and mindsets, consultants and firms can create lasting relationships with clients and position themselves as trusted advisors.
Shift from Transaction to Consultative with AESC Professional Development Programs
AESC offers two programs focused on building client relationships and shifting the paradigm from transactional approaches to consultative methodologies in executive search and leadership consulting.
From Execution to Origination
The "From Execution to Origination" program explores how to cultivate the mindset and skills necessary to create a buyer and lead in a consultative manner. Through interactive sessions and practical exercises, participants will:
- Learn to make the shift from execution to origination
- Understand and process the client’s agenda
- Develop relationship capital by becoming a person of interest
- Master first meetings
- Manage executive transitions
- Maintain relationship networks over time
- Build confidence to engage with more senior clients
- Develop a personal action plan
Lead as a Trusted Advisor
The "Lead as a Trusted Advisor" program focuses on establishing meaningful connections and influence as a trusted advisor. Through interactive sessions and flexible formats, participants will:
- Develop an advisor’s mindset and become an agenda setter
- Harness power questions and active listening
- Gain new ways to grow relationship capital
- Learn to attract new clients and create a buyer
- Establish how to grow and maintain relationship networks
- Discover how to develop senior executive relationships
- Develop a personal action plan
