From Corporate HR to SME Consultant: Building a Profitable HR Advisory Business... #150

How an HR Consultant Successfully Pivoted to Serve SMEs: A Case Study

Transitioning from corporate HR to running an independent consultancy can feel overwhelming—even for highly experienced professionals. This case study follows the journey of a qualified HR consultant who successfully made the leap from in-house roles to building a thriving HR consultancy for small to mid-sized enterprises (SMEs).

With deep expertise in workplace wellbeing, compliance, and performance management, she faced a familiar challenge: strong credentials and experience didn’t automatically translate into SME HR clients. Early attempts to attract business through word-of-mouth and sporadic outreach yielded minimal results. Doubt and fear crept in.

By implementing a structured, strategic approach, she not only secured new clients but also transformed her mindset, positioning, and business operations. Here’s how she turned expertise into a high-value, sustainable consultancy.

Why SMEs Need Expert HR Consultants

After over a decade in corporate HR, our client launched her consultancy to help SMEs implement people-focused HR strategies. Unlike larger organisations, SMEs often lack internal HR teams but still face complex challenges: growth pains, compliance issues, leadership gaps, and high turnover.

Her motivation was clear:

• Improve working lives by influencing entire organisations, not just teams.

• Solve systemic problems such as retention issues, poor hiring decisions, and leadership capability gaps.

• Build a predictable, scalable revenue stream beyond ad-hoc referrals.

  
  

The SME market offered multiple advantages: higher-value engagements, long-term partnerships, and opportunities to build credibility and visibility. Yet despite her expertise, early efforts fell short. She needed a strategic, structured approach to attract and convert clients effectively.

Challenges HR Consultants Face When Transitioning to B2B

Even with extensive HR experience, the transition to B2B HR consulting presented several hurdles:

1. Limited B2B Contacts: Her professional network was largely corporate, leaving her disconnected from SME decision-makers.

   
   

2. Unclear Unique Value Proposition: While she could deliver exceptional HR results, translating her expertise into a message that resonated with SMEs was challenging.

   
   

3. Difficulty Reaching Decision-Makers: She struggled to identify and engage the right people—owners, directors, or influencers—without wasting effort.

   
   

4. Limited Knowledge of SME Needs: Unlike structured corporate procurement, SMEs make informal, urgent, and budget-sensitive decisions. Early pitches for comprehensive packages were often ignored.

   
   

5. Standing Out in a Crowded Market: The HR consultancy space is competitive. Without a strong brand and visible proof of outcomes, she risked being overlooked.

   
   

Without visibility, strategy, or confidence, growth remained stalled.

Creating a Structured Growth System for HR Consulting Success

Working with Business 737, we created a clear roadmap combining business model clarity, marketing and sales strategy, and ongoing mentorship. Every step was designed to remove uncertainty and drive consistent client acquisition.

1. Business Model Review

• Refined service offerings, revenue goals, and pricing structures.

• Aligned her strengths with SME market demand.

• Provided clarity on what to focus on and what to avoid.

  
  

2. Marketing & Sales Funnel Development

• Built a step-by-step system to attract and convert SME clients.

• Rewritten messaging clearly articulated business outcomes rather than generic HR services.

• Focused on relationship-building and demonstrating value, not just selling.

  
  

3. Clarity Mentorship & 90-Day Growth Plans

• Prioritized actions, set quarterly targets, and broke them into weekly tasks.

• Introduced accountability mechanisms for consistent momentum.

• Helped her make confident decisions without second-guessing.

  
  

4. Brand, Website, and Proposal Refinement

• Strengthened messaging and credibility across her digital presence.

• Refined proposals, program structures, and pricing to focus on ROI and tangible outcomes.

• Ensured her brand positioned her as a trusted advisor rather than a generic service provider.

  
  

5. LinkedIn Strategy

• Increased visibility and engagement with SME owners and HR decision-makers.

• Leveraged LinkedIn for lead generation, network-building, and authority positioning.

Results Achieved: Client Acquisition, Repeat Business, and LTV Growth

Over 18 months, she achieved remarkable results:

• 13 SME clients across sectors like recruitment, tech, and professional services.

• 50% repeat business, with trial projects converted into long-term contracts.

• 40% increase in client lifetime value (LTV) through upsells and renewals.

• Improved confidence, positioning, and control in all client interactions.

  
  

Her transformation extended beyond metrics. She moved from feeling invisible to confidently leading sales conversations, communicating value, and building a business that worked proactively rather than reactively.

“We didn’t know how much chaos our HR approach was creating until she mapped it all out. We’re now hiring faster, retaining longer, and sleeping better.” – Founder, Healthcare Group

Key Lessons and Advice for Aspiring SME HR Consultants

1. SMEs Buy Solutions, Not Services: Frame your work around ROI and tangible business outcomes, like reducing turnover, improving leadership effectiveness, and enhancing operational efficiency.

   
   

2. Tailored, Collaborative Solutions Win: Avoid generic service menus. Listen, diagnose challenges, and create custom interventions that align with SME goals.

   
   

3. Strategic Outreach and Persistence Matter: Relationship-building, follow-up, and credibility-building are more effective than cold pitches alone. Treat sales as service.

   
   

4. Structure Transforms Growth: A clear roadmap and repeatable system remove guesswork, accelerate learning, and create consistent client acquisition.

   
   

5. Mindset and Positioning Are Critical: Confidence in your value and clarity in communication can differentiate you from generalist competitors.

The Opportunity for HR Consultants in the SME Market

• Solve business-critical problems, not just HR tasks.

  
  

• Translate your expertise into measurable outcomes tied to cost, growth, risk, or performance.

  
  

• Study diverse SME needs and be willing to niche down initially.

  
  

• Adapt your delivery to lean teams and flexible engagement models.

  
  

• Commit to continuous learning in business development, sales, and positioning.

  
  

Success comes not just from credentials, but from clarity, credibility, and the ability to communicate ROI.

Conclusion

The SME market remains an underserved opportunity for HR consultants who can combine expertise with strategic positioning, structured outreach, and value-driven messaging.

Companies need HR solutions that:

• Solve high-cost or high-risk people problems

• Deliver measurable performance improvements

• Align with growth objectives

  
  

By focusing on outcomes, nurturing relationships, and building repeatable systems, HR consultants can thrive in the SME space—not just as service providers but as trusted strategic partners.

If you’re an HR professional looking to pivot into SME consulting, start by clarifying your value, positioning your expertise around business outcomes, and creating a structured plan to attract and convert clients. With the right strategy, support, and mindset, the opportunity to build a high-impact, profitable HR consultancy is wide open.