How consulting is sold in India
The reference comes first, the proposal comes third
An Indian consulting engagement usually begins with a name passed along: a chartered accountant mentions you to a promoter, a satisfied client recommends you inside their industry association, a former colleague now in a corporate role remembers your work. The first contact is a WhatsApp message or a call, followed by a meeting where trust is established over chai before scope is discussed at all. The proposal is often the third or fourth interaction, and the decision after it can involve the promoter's family, the CFO and an unhurried sense of time.
Fees follow their own calendar
Winning the mandate is half the sale; collecting the fee is the other half. Advances, milestone payments and retainer instalments each need following up, and many firms lose more margin to slow receivables than to discounting. Meanwhile the steadiest revenue — monthly advisory retainers — lapses quietly whenever renewal depends on one partner's diary.