Do I Have to Sell Myself to Clients—Even When I Work for Someone Else?

You're a consultant, not an entrepreneur. But you still need to make sales easier 💼🤝

Aug 11, 2025

This is a question I’ve heard more than once from newer consultants—and honestly, it’s not a silly one.

Many assume that selling is a major part of being a consultant. After all, we work with clients, help shape solutions, and represent our firms. Isn’t that... sales?

So here’s the real question:
“Am I supposed to be selling myself to clients—even though I’m on someone else’s payroll?”

Short answer: No, not really.

Longer answer: You’re not the salesperson—but you’re part of the sale.

Let’s unpack that a bit.

You’re Not an Entrepreneur—for a Reason

If you wanted to spend your time actively selling, pitching, and negotiating contracts, you could’ve set up your own consultancy. But you didn’t—you chose to work for someone else.

That means you shouldn’t be expected to cold-call prospects or chase leads after hours. And you definitely shouldn’t feel like your position depends on single-handedly landing your next assignment. That’s your employer’s job.

You Don’t Have to Sell—But You Do Have to Help Sales

While you’re not the salesperson, you’re often the product—or at least some part of what’s being sold.

That means you can (and should) make the sales process smoother:

Be easy to introduce to a client. Presentable, approachable, clear about your role.
Know how to describe your experience and what you do—briefly, naturally, and without a 14-slide deck.
Be responsive when your manager or sales lead needs input, references, or background for a proposal.
Show initiative. Spot opportunities, share insights, or ask, “Should we follow up on this?”
Keep your consultant CV up to date. A current, polished profile makes it easier to staff—and to sell—you.
Do good work. Obvious, yes—but consistent quality builds trust and repeat business.
Make future work easier to sell. Identify follow-on needs or plant seeds for what could come next.
Support sales even when you won’t be staffed. Maybe you’re not a fit—or already booked—but you can still help others win deals by sharing client insights or joining a pitch. Sales is a team sport.

You don’t have to sell, but you do need to be sellable—and ideally, someone who helps the next sale happen.

As Your Seniority Grows, So Does Your Role in Sales

One thing that can catch consultants off guard is how sales responsibility grows as you move up.

It doesn’t happen overnight, but it does happen. As you go from executing to leading, and from solving problems to shaping engagements, you naturally get closer to the commercial side.

This doesn’t mean you’ll suddenly become an account manager. But it does mean:

You’re expected to spot and suggest follow-up work.
You might co-create proposals or lead presales discussions.
You’ll increasingly be seen not just as an expert, but as someone who helps create business.
In some cases, this also means helping to open entirely new client relationships—whether by making introductions, sharing insights that spark interest, or identifying unmet needs in your network.

Think of it this way: senior consultants don’t just deliver—they make things happen.

And if you’re aiming for promotion—especially toward leadership or partnership—your ability to support and eventually drive business becomes part of the role. Not because you’re in sales, but because you help build trust, identify opportunities, and grow accounts.

Expectations Need to Be Clear—On Both Sides

This all starts long before you meet the client. In fact, it starts the moment you join the company.

If you’re expected to actively support sales—by joining pitches, crafting proposals, or even building client relationships—that needs to be stated explicitly. You can’t be evaluated by expectations that were never made clear.

Likewise, if you prefer to stay focused on delivery and let others handle the commercial side, that’s fine too—as long as your employer agrees. It’s all about alignment.

Nothing erodes motivation faster than being stuck between “just deliver” and “why don’t you sell?”

And as you grow in seniority, sales support often becomes a natural part of development discussions and promotion criteria. It’s not about transforming into a salesperson, but about evolving into someone the client wants more of. So if in doubt, ask. Don’t assume. Get clarity.

Final Thoughts

Consultants aren’t entrepreneurs, but we are part of a business. You don’t have to sell yourself, but you do have to show up in a way that builds trust, supports growth, and helps keep the conversation going.

So if you’re wondering whether you’re expected to sell yourself:

✅ Clarify expectations.
✅ Make sales easier.
❌ Don’t carry the full burden—unless you explicitly signed up for it.

👉 Have you run into unclear expectations around sales in consulting? Or found a good way to contribute without stepping too far into the sales lane? I’d love to hear your take.

See you next time,
Eetu Niemi
IT Consulting Career Hub