The internet is very confused about what a consultant does

Consultants are the latest target of online satire by TikTok’s HR commentators. Poking fun at vague LinkedIn job titles and cryptic social posts from the Big Four, the internet is wondering: what do business consultants actually do?

The scrutiny may also be due to recent controversy over the combination of high fees and rather unclear deliverables, which is typical of the profession, particularly in the public sector.

Despite the criticism, small, independent consultants play a valuable role for many small businesses. For sole traders in particular, they can be a source of guidance which helps them scale with confidence.

Why do consultants get a bad rap?

Following reports of spending on private consultants by public bodies amounting to a ‘scandalous’ £3.9bn in 2023-24, a 60% increase on pre-pandemic rates, consultants have ended up under the microscope.

People are, naturally, wondering what value consultants really bring to justify their high day rates and whether the rise in public sector spending indicates an over-reliance on consultancy. 

Since consultants are by no means cheap, many sole traders are hesitant to spend the money on them when it’s unclear what they’d be paying for. 

While the bigger firms, like McKinsey, Deloitte, and PwC, are the most well-known to the public, there’s another side to the world of consultancy. In addition to the major players, there are independent and SME-specialist consultants that are cost-effective, practical, and can offer invaluable lived experience to newer businesses.  

When choosing to work with a consultant, sole traders and SMEs should prioritise those who have direct experience in their field and can offer clear objectives and key results; not just a prestigious title, employer, or buzzwords. 

What does a business consultant actually do?

“Consultant” is a broad title that covers a wide range of specialists who can provide expert guidance in specific areas. Common types include:

• Strategy consultants, who help shape long-term plans for growth or market positioning
• Marketing consultants, who focus on brand development, customer acquisition, and digital channels
• Operations or process consultants, who streamline internal workflows or supply chains
• Financial consultants, who offer insights on budgeting, forecasting, or securing funding

What they are not is employees or personal coaches. Consultants are typically brought in for short, fixed-term contracts to overcome specific challenges or identify opportunities. Their value lies in offering specialist knowledge and objective insight that’s tailored to your business, and that you otherwise wouldn’t have access to within your existing team.

A good consultant won’t talk in jargon or drop a slide deck and ghost. Instead, they should be capable of delivering tangible, concrete outcomes, like more efficient systems, actionable growth strategies, or clearly defined KPIs.

Should you hire a consultant?

It can be a smart move for sole traders to bring in a consultant, but only if the time is right. Here are some situations in which it may be wise to seek out expert guidance:

• You’re too busy with day-to-day operations to plan a long-term strategy
• You’re breaking into a new market and need guidance
• You’re struggling to build scalable systems as your business grows

Once you’ve identified the need, the next crucial step is choosing the right consultant for your business. By asking for case studies and references, you can confirm they’re capable of delivering real results. You should also clarify the scope and deliverables before starting any partnership and set measurable goals to track progress along the way. 

Just because you’re new to an industry, it doesn’t mean you need to learn by trial and error. Hiring a consultant with real experience in your target markets can be a cost-effective way to access high-level expertise without the commitment and expense of a full-time hire. 

Especially for those looking to scale their startup while maintaining a lean business model, consultants can be a key ingredient to success.