Clients feel out of control: Here’s what consulting firms can do to help
Consulting buyers tell us they want to feel more “in control” and they need firms to help them get there. But with so much of the operating environment beyond our influence, Source’s latest data outlines how you can really support your clients. First on the list: Speed up technology adoption.
External events are complicating the decisions business leaders must make, leaving many clients of consulting firms feeling out of control. Shipping routes, political agendas, and interest rates are all at risk of shifting between the CEO’s morning alarm going off and their exhausted commute home. Indeed, Source’s latest pulse check of client sentiment reveals that two of the top four reasons client confidence is falling are largely outside their control: rising costs (the number one reason) and declining consumer demand (joint third).
How could firms help clients regain control?
Clients say firms could help by enabling them to speed up the adoption of technology, with 29% of respondents in our latest survey of consulting buyers selecting this as one of their top two needs.
Businesses know they need the best tech solutions in place to allow them to respond rapidly as circumstances (frequently) change, they need firms’ help to get these solutions in place more quickly than they could manage alone, and they need tech-enabled offerings that will attract and retain customers while allowing them to stay ahead of their competitors. It is interesting to note that this need is higher on clients’ wish lists than both help building robust infrastructure and getting the best out of AI, suggesting that businesses see speed as a big differentiator here.
Clients would also feel more empowered if firms could highlight the new risks that could impact their organisation and help them understand and act on the implications of political and economic instability. Forewarned is forearmed, and with few businesses having the capacity to keep on top of all the new and emerging risks, CEOs want consultants to bring in data and insight about any approaching pitfalls that they may have missed.
Perhaps counterintuitively, one area where clients say they don’t need firms’ help to feel more in control is around cutting costs: It’s strategic and technology—not financial—advice that’s most in demand.
When we asked clients to explain in their own words how else consultants could help, they asked for actionable advice, real-time data, and clear insights than can support better decision making. One highlighted “clearer, real-time insights with dashboards so we can track performance and act quickly” (finance function, Germany); another, “continuous, real-time insights rather than static reports that quickly become outdated” (CxO, US).
These needs translate into strong commercial opportunities for firms, with clients particularly looking to buy external support around data & analytics, tech implementation, and cybersecurity at this time.
What do high-spending, “frightened”* clients want?
Forty-eight percent of clients now fall into the “frightened” category, reporting significantly reduced business confidence. These clients have the highest propensity to spend on consulting services, as they realise they need to act quickly but recognise that they don’t have the knowledge, skills, and capacity to do so alone.
What does this important group want from firms?
Above all, they need help identifying and understanding emerging risks. Unlike other clients, they also see their ecosystem as a route to stability and want firms that can introduce them to new business partners.
How can firms help frightened clients feel more in control? Top four ways.
| = #1 | Highlight new risks that could impact them |
| = #1 | Introduce them to new business partners |
| #2 | Help them build robust tech infrastructure |
| #3 | Help them speed up adoption of tech |
Data Source: Source’s Quarterly Client Survey 2026, Q2
When talking to clients about their needs, consultants should keep this desire to feel more in control in mind. The solutions clients are seeking will help firms talk more persuasively about their services in today’s challenging market. And, as always, although we have been exploring the specific needs of frightened clients here, consultants should also take the time to listen to and understand the specific mindset of all clients, whatever state they are in, as there is valuable information that will help you tailor your offering and messaging to them there.
What can firms do next?
Want to better understand how your clients’ needs are changing in this unreliable business environment? Speak to us about our Client Needs Offering. We can help you build a clearer picture of your clients’ pain points through in-depth surveys and direct conversations with senior decision makers. You can use these insights to shape new services, refine existing ones, or fine-tune your communication for greater market impact.
* Defining frightened, undecided, and determined clients
Every quarter, we ask business leaders to what extent the macroeconomic situation and political tensions have impacted their confidence to invest in their business. For the purpose of this blog we classify them as follows: Those whose confidence has been significantly impacted we term “frightened”, those whose confidence has not changed we deem “determined”, and those who fall in between we call “undecided”. It’s valuable information, because we’ve seen that this mindset impacts a client’s appetite to spend on consulting and what they will buy.