If you’ve been in the learning and development world for a while, you’ve probably noticed the same thing everyone else has: the talent pool is bigger than ever. More instructional designers, more eLearning developers, more facilitators, more project managers, more everything! And because the industry has grown so quickly, especially in the last few years, the competition has grown right along with it.
But here’s the upside: most consultants don’t stand out. They blend in with the crowd by doing exactly what everyone else is doing. So, if you’re intentional about how you show up, it’s absolutely possible to rise to the top and stay there. Let’s walk through the practical, real-world things that actually make a difference to clients and help learning and development consultants stand out in a crowded market.
Know What You Do and Say It Clearly
A lot of consultants accidentally overcomplicate this part. When you introduce yourself as someone who “creates learning experiences,” it sounds nice, but it doesn’t tell clients what you actually do. The clearer you are, the easier it is for someone to remember you when an opportunity pops up.
You can specialize in a lot of different ways. You might specialize by deliverable: eLearning, ILT, VILT, microlearning, simulations, or job aids. You might specialize in the tools you use: Storyline, Rise, Camtasia, Vyond, or AI tools. You might specialize in the industry you know such as healthcare, finance, tech, or manufacturing. Or you might specialize in a specific solution: onboarding, sales enablement, compliance, or digital transformation.
Clients want to hear something that makes them think, “Oh, that’s exactly what we need.” If your positioning is too broad, you disappear into the background. When it’s specific, you become the obvious choice.
A Portfolio That Proves Your Value (Not Just Shows Pretty Screens)
A lot of portfolios stop at surface-level visuals. Screenshots are helpful, but they don’t tell a story. What clients really care about is how you solve problems.
A strong portfolio gives context:
- What was the business problem?
- What was your role?
- What challenges did you solve?
- What changed because of your work?
Even if you can’t share hard numbers, you can indicate improvement in onboarding speed, reduced errors, better sales performance, increased retention, or stronger compliance. Clients want to see how you think and how you approach the work, not just whether you know how to animate a character.
And don’t forget: your portfolio should show a mix of deliverables. Most consultants only include eLearning samples. If you can design ILT, VILT, blended learning, or performance support, show it. Versatility goes a long way.
Show You Understand the Business, Not Just the Theory
This is where a lot of consultants unknowingly fall short. Yes, you need to know learning theory. Yes, you need a solid grasp of ADDIE, SAM, or Agile. But the consultants who stand out are the ones who understand the business they’re supporting.
Learning leaders are being asked to prove impact in business terms, which means they care deeply about the KPIs that matter to their organization. They’re focused on reducing time-to-productivity for new hires, improving sales outcomes, and increasing customer satisfaction. They also watch metrics tied to decreasing safety incidents, managing risk across the business, and cutting down on rework or costly errors. When you can speak the language of these outcomes, not just learning theory, you immediately stand out.
If you can connect your design decisions back to a business outcome, you’re going to stand out immediately. It signals that you think like a partner, not just a content creator.
Be Ridiculously Easy to Work With
This is the secret weapon. Everyone talks about skills. Very few talk about ease of partnership. But ask any relationship manager or hiring manager, and they’ll tell you: the consultants who win the most work are the ones who are the easiest to collaborate with.
That means:
- You communicate clearly.
- You respond quickly and professionally.
- You give proactive updates.
- You manage SMEs with confidence and kindness.
- You hit deadlines consistently.
- You keep projects moving without disruptions.
A consultant who brings calm, clarity, and reliability is gold. A lot of consultants underestimate just how rare that combination is and how much clients value it.
Show You Can Use AI (Even at a Basic Level)
No one expects learning and development consultants to be AI engineers, but clients absolutely notice when you can use AI to work smarter. Even simple uses like generating early-stage storyboards, drafting narration, analyzing content for gaps, or creating practice questions signal that you understand modern workflows and can move faster without sacrificing quality.
What really makes you stand out, though, is showing that your use of AI goes beyond occasional brainstorming. Clients look for consultants who can use AI in practical, meaningful ways: applying it across several steps of a project, integrating it inside tools like Rise, Copilot, or an LMS, refining prompts to get better outputs, or using AI to reduce manual tasks and rework. Some consultants even build light automations or connect systems so routine tasks happen faster in the background and hiring managers notice that, too.
You don’t need to operate at an advanced level to be competitive. You just need to demonstrate that AI isn’t a novelty for you; it’s a normal part of how you deliver high-quality work quickly. When clients see that, you immediately rise to the top of the list.
Build Relationships Before You Need Them
One of the biggest advantages consultants can create for themselves is staying present between projects. Not in a pushy way, just an intentional one.
This can look like:
- sharing insights or useful resources on LinkedIn
- staying connected with past clients with quick check-ins
- interacting with your staffing partners
- keeping your name top-of-mind before project needs arise
When a project opens, hiring managers and staffing companies remember the consultants who stayed engaged. In a crowded market, staying visible is half the battle.
Treat Your Consultant Profile Like a Brand Asset
Think of your LinkedIn profile, your résumé, and your talent-pool profile as your personal storefront. The more scannable and modern it looks, the better.
What clients love seeing up front:
- your specialties
- industries you’ve worked in
- tools you’re fluent in
- sample project outcomes
- the types of deliverables you build
Avoid vague statements like “creative problem solver” or “passionate about learning.” Those don’t differentiate you. Results do.
Deliver One “Wow” Factor
This is your standout signature. It doesn’t have to be huge; it just has to be memorable.
It might be something like a lightning-fast turnaround that makes clients wonder how you get so much done so quickly. It could be a clean, polished design style that instantly elevates every project you touch. Maybe your standout trait is top-notch SME management, keeping even the busiest subject matter experts engaged and on track. Some consultants shine because their quality control is impeccable, while others are known for innovative interactivity that grabs attention and keeps learners involved. You might have exceptional audio or animation skills that bring content to life, or a reputation for reducing rework because you get things right the first time.
Clients remember the one thing you do exceptionally well. And once you’re known for it, more opportunities come your way.
Final Thoughts
Standing out in a crowded L&D talent pool isn’t about being louder or having the flashiest résumé. It’s about being intentional. If you can clearly communicate what you do best, back it up with a strong portfolio, understand business priorities, use modern tools, and be an absolute joy to work with you’ll rise to the top of the consultant list faster than you think.
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