Sponsorship is the most valuable resource in consulting
Sponsorship is essential for a career progression in consulting. But, consultants struggle to build it effectively.
As a consultant, I had no idea I needed to build sponsorship.
I was a good 'worker bee'. I believed I would be fine if I did my job well. But I was far from fine.
I was missing the invisible ingredient of success. It was like a dark matter; nobody could see it, but it held everything together.
Then, I met my true sponsor. His name was Tim. He was a superstar manager, two years ahead of me.
He was extremely smart. But, his unique skill was building fantastic relationships with senior leaders and clients.
Over time, we developed a relationship of mutual support. He helped me navigate the firm. I was always there for him if he needed any help.
He went above and beyond to support me. He proactively created opportunities, introduced me to partners, and vouched for me. He mobilized and rallied partners to support my promotion.
Over time, we became close friends and chatted almost daily. I could ask him any question and get a sharp and practical answer. It felt like having a flashlight and a map in the intricate system of caves.
I realized that this was not an ordinary relationship. I was so grateful that whenever he called me, my world would stop, and I would focus only on his requests.
Interestingly, I had known Tim for a few years before he started supporting me.
But he started supporting me only when I dramatically improved my performance. Remember when I told you a story about Alex, a Business analyst who taught me How to Create Great Slides?
In hindsight, I understand that Tim started supporting me when I became valuable to him. And he became comfortable associating his name and reputation with me.
That was a profound insight for me.
High performance is an essential prerequisite for building strong relationships. Only then you can look for people willing to sponsor you.
Building sponsorships is not easy. It is the culmination of all your hard work.
Here are five principles for building sponsorship:
1. Don't Beg for Sponsorship, Deserve It
First, help someone, help them again, then again, again and again, and only then might you have a raving fan.
Leaders are busy. They work with many consultants who become look alike after some time. But if one person stands out by doing fantastic work and adding lots of value, leaders can't help but notice.
But average work won't cut it here. In a competitive meritocracy, fantastic work is the best way to differentiate.
That's why achieving high performance is the key to unlocking great sponsorships.
2. Look for a Personal Fit
We are all humans and have our own preferences.
There are people you instantly hit it off with, and others with whom you can't find a common language.
Learn to recognize YOUR people early and prioritize them over other random people.
3. Sponsorship is a By-Product, not an End Goal
The foundation of a great relationship is Trust.
I really like this formula of trust:
Trust = (Credibility + Reliability + Intimacy) / Self-Orientation
Building Credibility, Reliability, and Intimacy takes time, but you can give up Self-Orientation.
4. Not Everyone Can Be a Great Sponsor
Some people simply are not capable of being great sponsors.
They are very transactional in nature and don't see any value in supporting others.
Don't bother investing time in these people. No amount of work can change that.
Keep good professional relationships with them, but don't overinvest and expect fantastic results. Otherwise, you will be sorely disappointed.
5. Share Your Wins with Your Sponsors
Give your sponsors credit for helping you.
They will think of your success as their own.
It will cost you nothing but will strengthen your relationships.
It will motivate them to make you even more successful.
But be sincere. People can recognize insincerity pretty well.
Tim had another amazing talent.
Through his sponsorship, he created a community of like-minded people.
They were all high performers but also had strong values and mindsets. We all helped each other and built friendships.
Last year, Tim left the firm. It was as if someone had switched off the lights, and it has never been the same since.
That's the real impact when so many talented people are grateful for Tim's leadership and sponsorship.
A great leadership role model.
The consulting journey is complex and treacherous.
Walking it alone is extremely difficult. It’s helpful to have the support of someone experience who has gone through this journey and helped many others.
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