The audio podcast is above and the full video interview is below:
Shownotes:
In this episode of Consultants Growth Playbooks, host
interviews Chris Nichols, co-founder of GameShift, a UK-based consultancy. Chris shares that their consultancy has grown from two to twenty people, emphasising that their success is primarily due to strong relationships and reputations.Despite being small, GameShift has made it onto the Financial Times' Best UK Consultancies list for eight consecutive years. Chris discusses the importance of genuine curiosity, network-building, and introducing clients to the right experts. He also talks about the challenges and surprises of running a micro-consultancy, the value of experimentation, and the importance of continuous learning. This episode offers valuable insights into a relationship-driven approach to consultancy and business development.
00:00 Introduction to the Podcast and Guest
00:17 Building Business Through Reputation and Relationships
01:34 The Power of Networking and Social Media
02:37 Recognition and Achievements
03:36 Unique Approach to Client Engagement
08:28 Challenges and Learnings in Consulting
11:15 Effective Business Development Strategies
15:51 Genuine Interest and Relationship Building
18:00 Adapting Solutions Based on Client Needs
20:12 The Ever-Changing Nature of Consulting
21:56 The Role of AI in Consulting
25:33 Advice for Aspiring Consultants
28:37 Building Client Relationships
36:11 The Importance of Continuous Learning
38:05 Conclusion and Contact Information
Find Chris:
Article:
The Anti-Selling Revolution: How One Tiny Consultancy (in their own words) Built an Award Winning Practice Without Ever "Selling"
What if everything you've been taught about consulting business development is backward?
Meet Chris Nichols, co-founder of GameShift, a boutique consultancy that's been named one of the UK's top 100 management consultancies for eight consecutive years.
Their secret?
They never try to sell anything.
The Counter-Intuitive Approach to Consulting Growth
"I just want to introduce you to someone who might be able to help."
This is how Chris Nichols opens most of his business conversations. No pitch. No proposal. Just genuine curiosity and a desire to connect people who might benefit from knowing each other.
It sounds almost naive in its simplicity. Yet this approach has helped GameShift build a thriving practice working with executive teams at some of the world's most complex organizations.
The Power of Not Selling
GameShift's approach turns traditional consulting business development on its head:
They lead with curiosity instead of capability
They freely refer work to competitors when they're not the best fit
They focus on relationship-building rather than relationship-leveraging
They view their role as "introducing good people to good people"
Why Most Consultants Struggle with Business Development
Here's a surprising insight from Chris's years in consulting:
Most consultants are actually quite good at business development once they have a conversation. What they struggle with is the early stage - starting from cold and nurturing potential opportunities.
The problem isn't their ability. It's their mindset.
"Don't think of it as selling,"
Chris advises.
"If you can coach, you can generate business. If you can listen and have relationships with people, you can do this. It's about relationships."
The Anti-Pitch Framework
Here's how GameShift approaches new business conversations:
Start with genuine curiosity about the person and their challenges
Focus on understanding rather than solving
Look for opportunities to make helpful introductions
Only mention your own services if you're genuinely the best solution
Be patient - trust that value given freely eventually returns
The Courage to Be Different
This approach requires something many consultants lack: the courage to walk away from immediate revenue opportunities.
"We lose a lot of work from people who want a solution in a box with a neat label on the side," Chris acknowledges. "But the point at which you want us is when you're not even quite sure what the question is."
Why This Matters Now More Than Ever
In an age of AI and automated solutions, the ability to navigate uncertainty and build genuine human connections becomes even more valuable.
As Chris notes:
"The expert solution is going to be replaced before the creative collaborative solution."
Starting Your Own Anti-Selling Revolution
If you're considering this approach, here are three key principles to remember:
Lead with Value: Give people reasons to want to talk to you. Share content and insights that make them think differently about their challenges.
Stay Curious: The moment you stop learning and being interested in new ideas is the moment your practice starts to die.
Trust the Process: Not every conversation will lead to immediate business. That's okay. Focus on building relationships and trust that good things will follow.
The Real Secret
The true power of this approach isn't just that it feels better than traditional selling (though it does). It's that it creates a sustainable competitive advantage that's almost impossible to replicate.
Why?
Because it's based on something uniquely human: genuine curiosity and the desire to help others succeed.
In a world of increasing automation and commoditisation, that might be the most valuable differentiator of all.
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