Key Insights from John Losey on Building a Sustainable Consulting Practice

In my recent Thriving Through podcast episode with John Losey of the Into Wisdom group, we explored the journey of a successful consultant who has weathered multiple economic shifts and industry transformations. John shared candid, actionable advice that would benefit any self-employed consultant looking to build a sustainable practice.

Connection Before Transaction: A Relationship-Based Approach

One of the most striking insights from our conversation was John's approach to business development. Rather than focusing on aggressive marketing tactics, John emphasized "connection before transaction" as his guiding principle. This relationship-focused methodology has sustained his business through economic downturns and even the pandemic.

"If you want to have a sustainable business, if you are not connecting with not just your clients, but your potential clients, you're not going to be sustainable," John explained.

The Power of Workshops as Client Acquisition Tools

John shared his strategic use of workshops—often delivered for free—to get in front of decision-makers. What's fascinating is his targeted approach: he discovered that presenting at learning conferences wasn't effective because learning professionals weren't his buyers. Instead, he began delivering workshops to HR associations and other groups who controlled budgets for the services he provides.

His advice? "Do a good job, deliver the right stuff, and don't try to sell yourself." The quality of your work becomes your marketing.

Identifying Your Unique Value Proposition

John offered a refreshing take on organizational values that applies equally well to consulting practices. He stressed that claiming "integrity" or "teamwork" as your differentiators is pointless since these are industry entry requirements. Instead, he guides organizations to identify behaviors that truly set them apart.

One engineering firm he worked with discovered their unique value was "we pick up the trash"—representing their attention to detail. Another organization's motto became "we fix the curtains," meaning if they see something out of place, they fix it regardless of role.

Navigating Career Transitions in Consulting

John's career path included time as an independent consultant, work inside a large corporate university, and then returning to independent consulting. His insights on rebuilding a practice after corporate life were particularly valuable. He maintained client relationships throughout his corporate career (with employer permission) and leveraged these connections when he returned to independence.

Practical AI Integration for Consultants

Our conversation concluded with practical advice about integrating AI tools into consulting work. John recommended treating AI "like an intern" and offered this framework for consultants wondering how to use AI:

• If you love doing it, keep doing it yourself
• If you want to learn it, don't outsource it to AI
• If you don't like it, aren't good at it, and don't want to learn it—that's where AI can help

The Guide Philosophy

Perhaps most compelling was John's philosophy of being a guide rather than a traditional consultant. "Guides don't take the trip for you. They walk alongside you and help you get to where you want to go," he explained. This perspective shifts the consultant's role from problem-solver to empowerer—creating more sustainable client relationships and better outcomes.

For consultants looking to build practices that weather economic uncertainty while creating meaningful client relationships, this episode offers a roadmap based on decades of real-world experience. John's success through multiple economic cycles demonstrates that focusing on relationships, delivering exceptional value, and helping clients take ownership of their growth is a formula that stands the test of time. 

Watch or listen to the Episode: