How to Close More Deals (Through Market Awareness)

4 minutes to read

Let’s get one thing straight: People don’t buy because they understand you. They buy because they feel understood.

And yet, most new consultants make the same rookie mistake.

They focus 90% of their message on their “amazing solution” and barely scratch the surface of their clients’ real problems.

Here’s the kicker: By doing that, you’re leaving money on the table. Lots of it.

The good news? You’re about to learn how to fix that.

Let’s dive into mastering market awareness: a skill that will set your consulting game on fire.

The Problem: You’re Only Scraping the Surface

Most consultants target the smallest slice of the market — the people actively searching for a solution. It’s comfortable, right? They’re ready to buy. You just have to show up.

But here’s the thing: That’s not where the goldmine is.

The real opportunity?

It’s in the much larger group of people who don’t even realize they have a problem. Or those who feel “meh” about their pain points and aren’t looking for a fix yet.

The mistake? Ignoring this untapped market and focusing only on the low-hanging fruit.

The Insight: Meet Them Where They Are

To unlock your full potential, you need to understand the five stages of market awareness, a concept introduced by Eugene Schwartz. Each stage represents where your clients are in recognizing their problem and finding a solution.

Let’s break it down:

Problem Unaware

These folks are blissfully ignorant. They don’t even know they have a problem. Your strategy? Introduce them to their pain points in a way that feels like an “aha!” moment.

Problem Aware

They know something’s wrong, but they can’t quite put their finger on it. Your job? Help them articulate the issue clearly.

Solution Aware

They’ve started exploring fixes but haven’t found the right one yet. Time to showcase different approaches and educate them on what works.

Product Aware

They know about your service but don’t fully understand its value. Show them why you’re the best option, and highlight your unique edge.

Most Aware

They’re ready to buy but need a final push. Think urgency, social proof, and irresistible offers.

Each stage requires a tailored approach. If you’re speaking to someone who doesn’t even know they have a problem the same way you’d pitch to someone ready to buy, you’re losing them before you’ve started.

The Solution: Tailor Your Approach to Awareness

Strategy 1: Lead with the Ultimate Result

Start your outreach by painting a vivid picture of the benefit they’ll get.

For example:

"We’ll reduce your Healthcare SaaS churn by 50% in 12 months or less."

Even if they don’t recognize their problem yet, they’ll perk up at the potential gain. Then, guide them toward understanding how you’re the bridge between their problem and that outcome.

Strategy 2: Educate First, Sell Later

Grab their attention with a bold statement:

"Hey John, did you know streamlining your customer education could unlock $100,000 in extra profit? Let me show you how."

This logical, value-driven entry helps you establish credibility before selling your service. Show them why their inaction is costing the and how you’re the solution.

The Secret Sauce: Expanding Your Reach

Think about this: The majority of the market isn’t actively seeking a solution. That’s where the biggest growth opportunities lie.

To capture these untapped clients:

1. Create broad, awareness-building content for those at the Problem Unaware and Problem Aware stages.
2. Share value-packed insights for those at the Solution Aware stage, comparing options and explaining why yours stands out.
3. Use strong calls to action for the Product Aware and Most Aware stages to close the deal.

It’s not about dazzling them with how amazing your solution is right away. It’s about meeting them where they are and guiding them to a place where they’re ready for you.

Adapting to Your Niche: What Works Where

Not all markets are created equal. Awareness levels vary, even within the same industry. For instance, if you’re selling e-learning scenarios, some organizations may measure engagement meticulously, while others don’t even know that’s a thing.

Your success depends on tailoring your approach:

• Understand your niche’s pain points.
• Speak their language.
• Adapt based on location, background, or familiarity with what you offer.

What works in one region or industry might flop in another.

The Power of Feedback Loops

Engage. Adjust. Refine. Repeat.

This isn’t just a strategy—it’s a positive feedback loop. When you align your services with your audience’s awareness level, you stand out. The result? Higher prices, easier sales, and better clients.

Stop being a commodity. Start being a trusted partner.

The Bottom Line

The truth is, you already have what it takes to succeed as a consultant. You’ve got the skills, the experience, and the drive.

Now, it’s about leveling up your approach. Meet your clients where they are. Guide them step by step. Watch your consultancy thrive.

Because in the end, the best consultants aren’t the ones shouting about their solutions. They’re the ones who make their clients feel truly seen.

Are you ready to take that step?