Melisa has over a decade of experience as a freelance consultant herself. Today, she shares her knowledge as a business coach, podcaster, and author , supporting others on their journey to becoming successful freelance consultants. In her sessions with the Malt Strategy Community, she has shared proven strategies for the biggest challenges facing freelance consultants.

The real causes of the sales rollercoaster

"Revenue roller coaster" has now become an unofficial technical term—that's how common the phenomenon is. Melissa explains to us that it describes the income fluctuations experienced by freelancers and independent consultants. This is associated with financial instability and emotional stress.

This rollercoaster ride not only has financial implications, but also takes a mental toll: When things are going well, you're on cloud nine. But in a quiet month, your self-confidence and motivation can take a nosedive.

Melissa has identified 6 key reasons why independent consultants fall into the sales rollercoaster trap:

1. Lack of business goals and planning
   : Many independent consultants work without clear goals regarding their revenue, profit, and time. Without a structured plan, however, business growth becomes unpredictable and inconsistent. Or as Melisa puts it: " If you don't have clear goals for revenue, profit, and free time, you're just hoping things will work out. But hope isn't a business strategy. "
2. Unclear or weak service offering.
   If your service offering is too broad or unconvincing, it will be difficult to acquire high-quality clients. Those who "take whatever comes along" often end up with low-paying, unsuitable projects. Melisa's advice? "Your target audience may not be interested in the kind of problems you solve and won't pay for them. Find out what's important to them and adapt your offering accordingly."
3. Neglecting acquisition
   : Many consultants focus so heavily on ongoing projects that they lose sight of client acquisition. This leads to downtime – and, in the worst case, to accepting low-paying assignments out of necessity. Melisa's advice: "Treat your own business like a client. Reserve two to three hours each week for your business development."
4. Reactive instead of proactive sales:
   Without a clear sales process, many consultants rely solely on recommendations. The problem: Those who simply wait for inquiries have little control over their customer base. Melisa's advice: "If your sales process feels like a job interview in which you're hoping to be selected, something is wrong. You need to actively lead the conversation."
5. Negative Relationship with Money
   Many independent consultants set their rates too low because they see themselves more as employees than entrepreneurs. But your value isn't measured by the time you spend—it's measured by the results you deliver. Melisa appeals to consultants: "Stop selling your time. Your expertise and the benefits it brings are worth more than an hourly rate."
6. Lack of an Entrepreneurial Mindset
   : Consultants who see themselves purely as freelancers rather than entrepreneurs often lack strategic direction. Melisa emphasizes the importance of managing your consulting service like a CEO—with conscious planning, pricing, and marketing. " You're not just a consultant with a business," she says. "You're in charge; you're a true business owner."

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How to overcome income fluctuations

With all these challenges, it can feel almost impossible to break the cycle of fluctuating income—especially when you're already in the middle of it. But there is a way out. Melisa Liberman has developed a six-step plan to build a stable and scalable consulting business:

1. Set clear, measurable business goals.
   Define concrete targets for sales, profit, and working hours – and review them regularly. Instead of hoping everything will stabilize on its own, take proactive control and implement a clear strategy.
2. Develop a compelling offer.
   Your services should solve a pressing problem that customers are willing to pay for. Review your communication: Is your message clear and consistent? Avoid coming across as a generalist—specialists are more in demand and easier to find.
3. Build a lead generation system
   . Create a repeatable strategy that consistently generates new leads. Whether it's networking, LinkedIn content, speaking engagements, or referrals—choose the methods that work for you and your market.
4. Actively manage your sales process
   . Take the lead in sales conversations. Don't wait for customers to dictate the terms—guide them through a structured process that positions you as a trusted expert.
5. Develop a strong money mindset.
   Don't base your rates on hours, but rather on the value you deliver. Your fee should reflect your value—not your time spent.
6. Think and act like a CEO.
   Consciously schedule time for strategy, marketing, and sales – not just for client projects. View your business as a separate enterprise, not as a personal extension of yourself.

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The key to predictable income: Retainer customers

Once you've identified the causes of your income fluctuations and adjusted your consulting offerings accordingly, you can take the next step: acquiring retainer clients . Long-term contracts not only bring more stability to your business but also ensure a predictable income.

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What is a retainer?

A retainer is a long-term agreement in which clients pay for ongoing access to your expertise. Unlike individual projects, retainer models offer regular income, deeper client relationships, and a better work-life balance.

Melisa distinguishes between three common retainer models:

1. Advisory Retainer – Clients pay for strategic advice and ongoing access to your expertise.
2. Hands-On Retainer – An operational role with defined tasks (e.g. as Fractional COO).
3. Hybrid Retainer – A combination of strategic consulting and practical implementation.

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How to confidently sell retainers

The biggest challenge? Selling retainers successfully. Many advisors focus on the benefits for themselves – but it's crucial to clearly demonstrate the added value for clients. Melisa's most important tip: Start with your existing clients! "The easiest way to sell a retainer is as a follow-up to a successfully completed project."

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How to position your retainer offer

Option 1: Extension of an existing collaboration

‍“Now that we have completed the project, I can continue to provide strategic support to ensure a smooth implementation.”

Option 2: As an exclusive premium offering

"Many of my clients opt for long-term support after a major change. Would that be of interest to you?"

Option 3: As an integral part of your offer

“Here are three options: a short-term collaboration, an intensive project, or a long-term retainer for ongoing support.”

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The key: Make retainers a natural part of your business model—not an afterthought.