Episode 155: Demand Decoded: The Uneven Starting Line

Can we talk honestly for a minute?

Some consultants start with built-in advantages that help them build business momentum. While many women, especially women of color, start closer to ground zero. 

The result? A gap that can look like a visibility, volume, or value problem when it's a little deeper than that.

In this episode, we're unpacking why some consultants start a few steps ahead and how you can catch up and level the playing field in no time. If you are ready to build real demand and attract premium opportunities without running yourself into the ground, listen through to the end.  

Free Quiz: In less than two minutes, you'll discover the biggest gap between your expertise and how the market currently perceives it, identify your primary Authority Blocker, and get a personalized roadmap to help you build the kind of authority that attracts premium opportunities.

https://drangelinadavis.myflodesk.com/authority

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Transcript

Why Momentum Feels Mysterious

SPEAKER_00 0:00

I feel like many consultants are very analytical. It seems to be just how many of us are wired. And that means that most often we're looking at situations trying to figure out what's happening, problem solve, strategize, all those things are going on all at once. We just can't seem to accept that something is the way that it is. That doesn't seem to resonate as well with many of us, myself included. And I do think that one of the biggest struggles I've had over the years is looking at other consultants who seem to be having tremendous momentum in their businesses or even in their careers and not fully understanding why that's the case. I I mean they receive introductions that are hard to get seemingly easily. They get invited into different rooms where they're part of an inner circle or close to people that are able to make huge decisions and definitely provide huge contracts. And their name is always dropped. Every time you look around, someone's mentioning that they know them or they know of their successes. Their ideas seem to travel much farther than yours. And sometimes that's a bit frustrating because, in reality, when you begin to look at everything and you comparing and analyzing and trying to unpack what is going on in terms of how they're presenting themselves in the marketplace or maybe the services they're offering or their background or their expertise, it doesn't seem to align or make sense. You just cannot figure out what the difference is. You've gone as far as to put some of this into Chat GPT and try and get some AI advice. And let me tell you, it still comes up with answers that don't really explain the situation. And that can be extremely frustrating, especially for someone who is very analytical, who is used to solving really, really complex problems. So I think that this conversation today is going to be one that will hopefully bring a lot of closure to many of the questions that you've been asking. Because there is one reality that many of us don't seem to fully embrace or maybe we overlook. And that is the fact that consulting, especially the consulting market, doesn't erase inequities. As a matter of fact, they tend to exacerbate them. And this conversation is gonna let you know why. They say the odds are stacked against us as women, especially women of color, trying to thrive in the consulting world. But rather than wait for a seat at the table that may never come, what if we build our own table? What if we channeled our talent into guiding each other towards the success we deserve? Welcome to the Black Girls Consulting

Consulting Does Not Remove Inequity

SPEAKER_00 3:03

Podcast. I'm your host, Dr. Andrew Infus, and I've walked the path from healthcare consultant to a mentor for women like you, ambitious, unstoppable, and ready to make waves in the consulting world. This podcast is your go-to spot for all famous entrepreneurial consulting. For us as women, especially women of color, be good at your weekly coffee date with a friend who's here to dish out real talk on building a solid business, elevating your thought leadership, and mastering that all-important mindset. And let's not forget, we're doing all of this while balancing day jobs, family life, and running teams. Yes, we can do it all. So if you're ready to dive into how you can grow a thriving consultancy or get strategies and insights that actually fit your busy lifestyle, then you're in the right place. Grab your coffee, tea, or hey, even a glass of wine. I won't judge. And let's get started. Welcome back to the Black Girls Consult 2 Podcast. I'm your host, Dr. Angelina Davis. And as we dive a little bit deeper into this episode today, I really want to be just very transparent and honest when we're having this conversation, primarily because I think often when we're talking about business and entrepreneurship, we somewhat skim over the fact that there are just certain inequities that exist. They exist in our society as a whole. We know that. And they also exist in the business world. It exists in our careers, it exists in our family lives and our social lives in every aspect of our world. And one of the things that I feel we have a difficult time doing, myself included, is acknowledging when these particular inequities really do change the way that we need to function or how we need to practice, because we don't want to claim a victimhood or maybe seem as if we're turning everything into a battle around, you know, sex or race or whatever it may be. But I do think that there is power in acknowledging when something exists and how we're able to move forward and overcome that. And so I do believe that a lot of times when we're talking about landing more clients, building more demand for our business and the work that we do, we have to recognize that often clients and buyers are not evaluating us as consultants in a vacuum. They are thinking about things in a different way than oftentimes we're thinking about in how we are approaching the problem. And most often buyers

Borrowed Confidence And Unequal Starting Lines

SPEAKER_00 6:00

are actually relying on others for a certain level of confidence around us as consultants and also the work that we do. And so they're they're in essence borrowing confidence from others. And what you'll find is that many people have inherit advantages that some of us may not. They they may have recognizable organizations that they're a part of, or maybe strong professional networks that allow them to have access to key stakeholders and circumstances and opportunities. They may have referrals that are more closely connected to the top decision maker, or maybe they have established reputations that they have not built themselves. Maybe they have started from the work that someone else has done over the years or maybe even decades. There are a lot of ways that many consultants start at a higher level, or maybe I would say an unequal starting point. And so if they're not starting at ground zero like you are, like I had to, like many of us, especially as women, and especially as women of color, then there is going to be a difference as to how quickly they may be able to build demand around their business. And once again, demand just speaks to how someone desires to work with you. And so they may have more people that are going to be standing and waiting in line to work with them, but that does not mean that they're more capable. We know this. We know this because we can see the work that many of these individuals may be doing. Now, this is not meant to just bash every other consultant out there. There are brilliant consultants everywhere, but I know that you're brilliant too. So I know that you're doing work that is far greater than many of those who have this level of demand that we desire. So, because I know that, we have to think about how we're able to navigate this landscape that we may not necessarily be able to directly change or influence. So this is really a conversation about how we take our current circumstance where there may not necessarily be as much confidence in the work that we do because we're we're unknown and change the buyer's perception. And in order to do that, what we have to do most commonly is to simply reduce the uncertainty that they have before they're evaluating our capability. Because a lot of times it's that uncertainty that causes the hesitation around working with us. So what you're seeing as others seemingly just having more success in their business and that they have greater luck, or maybe they have a secret answer that you don't have access to is really just the fact that they're enjoying a level or a different level of borrowed confidence. They are not starting at ground zero where you are. And so, really, this is the thing that we have to change. And honestly, this is why often when you're working with others who have uh been able to take advantage of this borrowed confidence. This is why many times the strategies that they may provide or the insight that they may provide does not necessarily play out the same way for you. Because there are a lot of different confounders and assumptions that are being made about the access that you have, or maybe uh the borrowed confidence that you're able to access. And so it's not that what they're saying is wrong, it's just not in the proper context. And it took me a long time to understand that fact. I was constantly trying to figure out, well, what am I doing wrong? Or how did they do this? Let me see if I can, you know, follow their strategy or let me read this book. And if I follow this particular guru, then I'm going to know exactly how to navigate this space. But often what I realize, especially for me as a black woman in the field, that following someone, and in many cases, let's say, for instance, books that I have read that are written by, you know, cisgender white males that are older in age, that are uh further along in their career journey, that they had a lot of assumptions when they wrote the recommendations and the insights that they did. It's not that what they're saying is wrong, it's that for me, as the younger at that time, you know, black girl starting in this space, it just did not add up for me in the same way. And I had to adapt. I had to not throw that information away, but I had to realize that there was a different way that I needed to navigate this space that was going to allow some of the information to be more beneficial to me. Because just assuming that I could take what they said and run with it, it just was not working out. And I'd like to share that because I think a lot of times we beat our heads up against the wall and we're thinking that we're missing something, that we're doing something wrong, that we're, you know, even getting to the point of second guessing what we know and how qualified we may be, when none of that is the factor, none of that is the reason that any of this is occurring. So, what I want us to first just appreciate is the fact that many of these individuals that you may be looking at, they have a different level of borrowed confidence and they may not be starting at ground zero. So that once we accept that reality, then we can begin to move and navigate a little bit differently. Before we continue, let me just ask you something.

The Authority Gap Quiz Invite

SPEAKER_00 12:07

If buyers are making decisions based upon confidence and not just capability, have you ever stopped to ask yourself what conclusions they're actually reaching about you before you ever have a conversation? Because that's often where the gap is. It's definitely not that you're not qualified, it's that buyers don't yet have enough confidence to see the full value of what you bring. So there's a gap there. And that's exactly why I created the authority gap quiz. In less than two minutes, you'll discover the biggest gap between your expertise and how the market currently perceives it. Identify your primary authority blocker and get a personalized roadmap to help you build the kind of authority that attracts premium opportunity. So listen, if you're ready to stop wondering why your expertise isn't translating into demand, I need you to click the link in the show notes and take the quiz. And then need you to head right back into this episode because we got a lot more to uncover.

Resentment And Overcompensation Traps

SPEAKER_00 13:07

There's an interesting thing that happens once we realize that there is this level of uh inequity that exists and that it's impacting how our business is growing or developing over time. We usually respond in two different ways. So, one response that most of us have is resentment. And I think that in all honesty, if we're just being completely honest right now, resentment is natural. It's a human reaction, especially when you feel like something is not fair. And this resentment stems from the fact that the industry is unfair. That's true, that's a reality. But although that's a very human reaction and response, and it's something that I feel like it's absolutely okay to feel at times. I am not trying to shame anybody for feeling resentment as an emotion that builds when you realize this. I think that if we're all honest, myself included, that resentment piece does rear its head. But that one response does not generate the result that we want. It doesn't lead to more people wanting to work with us, it doesn't lead to business growth, it doesn't lead to the increased demand that we want for our services. And I think that we have to think about the other response that's common. And that is overcompensation. And while you're probably suspecting that I'm gonna say that, oh, well, response two is better than response one. I'm not gonna do that. It actually isn't. I think response two, which is overcompensation, is where many of us go, especially many smart, brilliant, ambitious women. We're not gonna oftentimes get stuck in the pity party. We're used to challenges. We're not gonna get stuck pitying ourselves. We don't, we don't play that. So a lot of times what we're moving into is overcompensation. This whole act of thinking that once we recognize this as a problem, that we can fix it, that we can fix it right away. And the way that we can fix it is to do more. Because what we're trying to respond to is being overlooked. And the way that we often move when we're trying to fix this is looking for ways to prove ourselves. It looks like chasing that new degree or credential or uh additional certifications, or maybe we're working twice as hard or offering 10 more deliverables that the other person isn't offering because we feel as if if we're able to do more, or if we're able to offer more, then the person is going to want to work with us, that they are going to find our services is more valuable or we're going to look more qualified, and therefore we're going to win out. And in all honesty, usually what that does, it leads us directly into burnout. And in all honesty, it doesn't really necessarily bring more clients. It just doesn't, it doesn't work that way. So both of these responses are natural, both of these responses are very common, but in both cases, in both instances, these responses don't lead us to the desired goal that we want to achieve, which is to land more clients to do so more easily, because we have demand for our services that exist because people know what we do and how well we do it. So this really does bring me to I feel like the message that I want to share from this episode is that although the responses are natural to a circumstance that is real, the response that I want us to have is actually changing how we think about this.

Demand Comes From Reducing Doubt

SPEAKER_00 17:10

I want us to focus on the fact that the problem that exists is really the fact that we don't have the inherent buyer confidence that many people have. And because of that fact, we have to build it. We just have to think about this a little bit differently. It's not a matter of us just trying to fit into another room and gain access through networking. All of those tactics work and they help us along. But at the core of this is the fact that we need to start helping buyers draw conclusions around the services that we offer. And for us, this means that we need to be intentional about how we are building confidence around the work that we do. Buyers don't make decisions based upon everything that we tell them. Just because we market and we say a certain thing, it doesn't mean that they're going to move in that direction. They honestly make decisions based on conclusions that they are drawing from a lot of different, you know, exposures. So they're looking at the way that we move, the way that we practice, what we're saying. In first of all, if they can see us, so we have to be visible. But they're looking at all these different things and they're drawing conclusions about who we are and what we can do for them. So we have the ability, and this is actually the great part about this. We have the ability to impact that. We can build on this, we can help them answer the questions that they may have. We can, you know, challenge the assumptions that they're making. We can give clarity where there's ambiguity. We can make them more certain about what decision they're about to make. So we know as as we've been talking about this, that demand doesn't grow because buyers simply have more information. There is tons of information out there. As a matter of fact, clients and buyers are overwhelmed with the amount of information that is out there. That's why a lot of the strategies around educating uh your audience or educating uh clients doesn't work the same way that it did before. I mean, we still have to educate them. That's still a main part of how uh we begin to market and sell our services. But in addition to that, we have to start focusing on not just the information, but removing doubt because the less doubt that they have, the more confidence they have in what we offer. And it is that confidence that is going to cause them to make the investment. So when we understand that, number one, we're we're likely starting from ground zero in comparison to our competition in many instances. And so if we're starting there, we don't have to just assume and accept the fact that, you know what, it's gonna take us forever to get to that point, or, you know, we're not gonna be able to land the same types of deals. No, that is not true. We just have to operate in a different way. And the way that we need to move in this space is that we need to start focusing on building confidence, building confidence around the work that we do, removing doubt, removing that uncertainty that exists. Because the more that we're able to do that, the better we're able to do that, you'll find that more and more opportunities are going to pop up. People need answers, they need a solution, they need help. They're not focused on, in all honesty, necessarily where it comes from. They're just making decisions based upon what they have access to. And so if they have easier access to other individuals, other consultants that are are, you know, enjoying this aspect of borrowed confidence and that they are able to understand better and hire quicker, then that's what they're doing. It's not that they're against you, it's not that they don't want to work with you, it's not that they don't value what you have to offer. They don't fully understand it yet. And I think that's the piece that we have to just embrace. Remove any feelings of resent, throw away this whole need to try to prove ourselves or outwork the next person and focus on how we can begin to build the confidence that buyers need in order to make a decision. And once we're able to do that, then you're going to see a lot more movement. And this is the thing when buyers become more confident, that's when you are going to see the business grow. So you don't have to guess when this is happening. What you're going to start noticing is that as buyers become more confident in the work that you do, they're going to have a better understanding as to why you're Expertise is relevant. They're going to understand not just why it's relevant in general, but why it's relevant to them in their world. And they're going to have a better understanding of how you make decisions. Because it's not going to just be you spewing out information. They're going to see that you're embedding your lived experience, something that's different, something that's unique in the way that you're approaching the problem. Those are the things that help you to

Signals That Build Trust Beyond AI

SPEAKER_00 22:25

stand out. They need to believe in you. There are a lot of people right now generating information and ideas and content, you name it, from AI tools and other things that are very helpful and meant for us to use, but they shouldn't be the source of the expertise that we are providing. And so, how do you show your ideal client that you offer something far beyond anything that ChatGPT or Claude or any of the others can generate? Because that's in you. That's the that's what you've lived. That's what you have done from day one until now. The thing that I think is important to remember is that a lot of what you may be experiencing is not a difference in terms of strategy from the standpoint that, you know, you are somehow not networking effectively, or maybe you're not writing proposals correctly, or your responses to requests for proposal are just horrific. I mean, we can all improve every aspect of our business. So that's a conversation for another day. But I do think the core of this is the fact that a lot of what you're seeing is just buyer confidence being translated into demand. And if we can begin to look at the confidence signals that we are giving or maybe not giving, then we can definitely see areas where we can close that gap and more intentionally create the confidence that is needed in order for buyers to move forward. So I want you to just feel empowered right now. My goal is not to talk about this because we need to have a woe is me type conversation. Oh, the world is unfair and we can't do anything about it. No, the world is what it is. But at the same time, when we know why this is happening, we can actually begin to solve the real problem. And that understanding in and of itself can be a huge game changer. Because I bet before now, you've probably been trying to figure out how to write a better proposal or maybe give a better talk or get on the right stage, all these different things that are more tactical. And it's not that those things don't work, but even if you do those things, let's say you're speaking at three additional engagements next month, but you don't close that gap, you're not addressing the gap that exists between, you know, their confidence around your work and what you do. And it's not just, I'm reminding you, it's not just coming from the information that you're sharing. If you can't close that gap, then it's not going to lead to the business that you truly desire. You may get one or two, you know, calls or interest um people interested or people reaching out. But at the end of the day, the level of demand that you desire is going to come from a lot more, not just the visibility aspect. It's not just the act of being on a podcast or being on a stage or writing another article or being seen. Because although you're being seen, the questions still remain in your buyer's mind. They're sitting there and they're running the list. Yes, I see her, but do I truly understand what she does and how it helps me? And I think this conversation is great. I think these services are awesome. But at the same time, are they going to change my world? Are they going to help me generate more money or uh show cost savings or improve outcomes? How is my life going to change by working with her? That's what they're asking. Those are the things that are running through their head. It's not just solely the visibility aspect. That's just one component of it. So when we understand this, when we can truly appreciate this, it just helps us to really move forward in a different way. And so as we go through this series and we kind of continue this conversation, I want to start big diving deeper into this because I do believe that this confidence that I've been talking about can be built. I think it can be built. I think that uh it's not about just solely teaching on LinkedIn or uh fixing, you know, your messaging or being more visible. Demand is a byproduct of buyer confidence. I will say it over and over again as long as I can. Buyer confidence comes from signals, and we are giving them signals whether we know it or not. So that's what I want to talk about as we move forward in this series. I am just really enjoying this conversation so much. And I'm not trying to drag it out, but I do think that it's so important for us to understand how demand is created and so that we can have the thriving businesses that we truly desire, want, and need. One thing is for sure you have everything already that you need to be extremely successful in this industry. And my goal in this whole process is just to help you reach that point. The more successful women that we have with thriving businesses that last for years and decades that create that longevity in this space, that's the end goal. That's the that's that North Star that we're trying to reach. And so I'm hoping that this episode and this series is helping you along. If you enjoyed

Share The Show And Stay Connected

SPEAKER_00 28:03

it, please share this with a friend and colleague. The more people that can hear these episodes, the better. And we're just trying to get the word out there. And if you enjoyed it, hey, don't be afraid. And I would truly appreciate it and be grateful and excited if you can leave a five-star review on Apple Podcasts and on Spotify. It helps the podcast to grow and to reach more and more people. I am truly grateful for your time just spending it with me in this episode and in this series. I hope you come back. We got so much more to talk about, and I'm super excited about it. Um, but until next time, I want you to take care and just keep being you and doing amazing and great things. Talk soon. Thank you for tuning in to the Black Girls Hunter 2 Podcast. If you enjoyed today's episode, be sure to leave your review on Apple Podcasts, subscribe, and share it with a friend. We're on a mission to increase the success and longevity of women in consulting. And you can help us do just that. Also, I'd love to hear from you. So let's connect at Dr. Angelina Davis on Instagram or LinkedIn. And don't forget to visit excel at consulting.com for more information to support your consulting journey. Until next time, keep breaking glass delay. All right, take care.