From Selling Consulting Services to Products or Technology with Calvin Williams

If you have ever thought about scaling your consulting or coaching business through a product, program, or technology, you are not alone. Many experts reach a point where one on one work limits their growth. The idea of recurring revenue, greater impact, and more time freedom becomes very appealing.

In a recent interview for Consulting Matters Podcast, I explored this topic with my guest, Calvin Williams, who successfully made this shift in his own business.

This blog breaks down the most important lessons from that conversation so you can decide if a product based model is right for you.

Why Consultants Consider a Product Based Business

There are real reasons why many of us explore moving beyond a service based model:

• Unpredictable revenue
• Limited capacity as a solo expert
• Zoom fatigue and burnout from one on one delivery
• The desire for bigger reach and scalable results

As I shared in the conversation, switching models is not a small optimization. It is a full transformation that impacts your offers, marketing, messaging, and value proposition from top to bottom.

A course does not magically create passive income. A tech platform does not replace relationship building. This shift requires strategy, testing, iteration, and patience.

How Calvin Built a Product Business From Consulting

Calvin did not start with a grand vision for a software company. He followed curiosity and opportunity.

He first created a single spreadsheet to help manufacturers track efficiency. That one tool took off. Over time, he turned it into a subscription based software platform called Improver along with a university and coaching ecosystem.

I loved his mindset here. He described building a product business as adding one brick at a time and continuously improving what works.

This is key. You do not have to launch the final product. You start with the most valuable piece. You test. You enhance. You keep going.

Is a Product Based Model the Right Fit For You

Here is what Calvin and I both agreed on. The right business model aligns with your strengths, energy, and passion.

Ask yourself these questions:

• Do I love creating something that lives beyond me
• Am I motivated by seeing my ideas scale over time
• Do I enjoy building systems and tools more than custom advisory
• Would recurring revenue help me stabilize and grow my business

If yes, a product model could be a great direction.

If you thrive most in deep transformation through close relationships, a service based model may still be your best path.

What It Really Takes To Make This Shift

Here are the top success factors Calvin highlighted from his journey:

1. A problem worth solving

2. Real customer feedback before and during development

3. The willingness to iterate fast

4. Patience for longer sales cycles

5. Consistent marketing and visibility

You cannot avoid business development in either model. You can only decide which version of selling energizes you.

There is no one right answer. There is only the right answer for you.

Build the Business That Fits You

Here is the biggest truth I want you to take away.

Burnout is not a business strategy.

Do not build a product because you are tired. Build it because you are called to scale your impact in a new way.

If you are at a crossroads in your business and wondering if you should pivot like Calvin did, let us talk. I can help you validate your strengths and choose the model that leads to both joy and profit.

Book a free clarity call: https://www.betsyjordyn.com/book-call 

And if you want more insights on this topic, listen to the full interview with Calvin Williams on the Consulting Matters Podcast.

About the guest: Calvin Williams is the founder and CEO of Impruver Inc., a company dedicated to helping organizations build continuous improvement cultures that unlock real freedom for people, businesses, and communities. Raised on the South Side of Chicago, he became the first in his family to earn a college degree, receiving his Industrial Engineering degree on a Division I athletic scholarship before later completing his MBA and working in top tier management consulting. Calvin believes continuous improvement is not a program but a daily battle between those who push for better and those who settle for the status quo, and he partners with operational excellence leaders to ensure the improvers win.

About me: Betsy Jordyn is a brand messaging strategist and business mentor for purpose-driven consultants and coaches. With a background in organizational development—including a consulting career with Disney—she helps experts clarify their unique value, position themselves strategically, and build businesses that deliver impact, income, and personal fulfillment. Connect with Betsy Jordyn to clarify your message, elevate your brand, and attract the clients you're meant to serve. Start here → https://www.betsyjordyn.com/services