Free Initial Consulting for SMEs: What's Behind It?

Q: How do I prepare for an initial consulting session?

Before the call, answer these five questions: What is your biggest current marketing problem? What have you already tried? What are your growth targets for the next 12 months? What budget is available? And: what would a successful session look like for you? Anyone who answers these questions upfront gets three to five times more out of the 30 minutes.

Q: What are the red flags that an initial session is really a sales call?

Watch out for these warning signs: the consultant barely asks questions and mainly talks about themselves; there is a slide deck in the first meeting; a proposal lands in your inbox immediately after the call; there are 'special terms' if you decide today; or the consultant agrees with everything you say without challenge. All of these indicate a sales process, not a genuine assessment.

Q: How long is Simon Förstemann's initial session?

The session runs 30 minutes. The first five minutes set the frame — no pitch, honest assessment. Minutes five to twenty are your time to describe your situation. Minutes twenty to twenty-eight cover a first honest assessment of possible causes and hypotheses. The final two minutes define the concrete next step.

A free initial consulting session for small businesses and SMEs should answer one question honestly: can this consultant actually help you? Not: can they sell you something? In 7 out of 10 cases, what is marketed as a free initial session is a structured sales process with a complimentary opener. The consultant talks, the pitch comes, and a proposal is waiting in your inbox before you have had time to think.

Simon Förstemann, growth strategist with 14 years of experience and 6 successful ventures, runs it differently. This article explains exactly how his free initial session works, what it can realistically deliver, what it cannot, and how you can make the most of it.

Key Takeaways

— A genuine free initial consulting session is a 30-minute, no-cost mutual assessment — not a sales pitch. No offer is made and no package is presented during the call.
— In roughly 7 out of 10 cases, a "free initial session" is actually a structured sales process — watch for slide decks, instant proposals, or "special terms if you decide today."
— Answering five questions before the call (biggest problem, what you tried, 12-month targets, budget, what success looks like) yields three to five times more value from the 30 minutes.
— If both sides see a fit, Simon Förstemann sends a written proposal within 48 hours; if not, he says so directly and recommends an alternative where possible.

What a genuine initial consulting session actually is

A first session is a mutual assessment. You assess whether the consultant fits your situation. The consultant assesses whether they can genuinely help. Both sides hold equal weight in that decision.

A good initial session ends with one of three outcomes:

Clear next step: Both sides see potential. There is a concrete proposal for how to move forward.
Honest pass: The consultant recognises they are not the right fit and says so directly. That is respect, not failure.
Open question: One more piece of information or a follow-up conversation is needed before a decision is possible.

What is never an outcome of a good initial session: a proposal presented during the call itself, before the situation has been properly understood.

The core principle A free initial consulting session is not a marketing device. It is a structured 30-minute assessment — for both sides. Simon Förstemann has used this format across 14 years and 6 ventures because it is the only format that produces honest outcomes.

How Simon Förstemann's 30-minute session works

0 – 5 Min

Frame A brief introduction and a clear statement of what this session is not (no pitch) and what it is (honest assessment of your situation).

5 – 20 Min

Your situation You describe where you are, what the core problem is, and what you have tried so far. Questions are asked. Listening outweighs talking by a wide margin.

20 – 28 Min

First assessment A summary of what has been heard: possible causes, hypotheses, and the questions that would guide a deeper look. No packaged solutions — honest initial orientation.

28 – 30 Min

Next step A direct statement of whether there is a genuine basis for working together and what the concrete next step would be — or, if not, exactly why not.

Red flags: when a free session is really a sales call

The consultant asks almost no questions and spends most of the time talking about themselves
There is a slide deck or presentation in the first meeting
A proposal arrives in your inbox immediately after the call
There are "special terms" available only if you decide today
The consultant agrees with everything you say without challenge

Simon Förstemann's commitment No offer will be made during the initial session. No package will be presented. No pressure will be applied. If, after the session, there is a genuine basis for working together, a written proposal follows within 48 hours. If not, that is said directly — and where possible, a specific alternative is recommended.

How to prepare and get the most out of 30 minutes

Your 5-minute preparation Write down the answers to these five questions before the call: (1) What is the single biggest marketing problem you want to solve? (2) What have you already tried? (3) What are your growth targets for the next 12 months? (4) What budget is available? (5) What would a successful initial session look like for you?

Anyone who answers these five questions before the call gets three to five times more from the session than someone who arrives unprepared. With 30 minutes on the clock, there is no room for vague situation descriptions or background stories that could have been summarised in two sentences.

The clearer your problem statement, the more precise the assessment. Specific numbers help: revenue figures, current conversion rates, ad spend, team size. Generalities produce generalities in return.

What happens after the initial session

If both sides see potential for collaboration, Simon Förstemann sends a written proposal within 48 hours. It specifies exactly what he will do, over what timeframe, at what cost, and how success will be measured. You then decide without any time pressure.

If the honest conclusion is that he is not the right fit, he says so directly — and names who he would recommend instead when he can. That is not a poor outcome. It is the entire point of a genuine assessment: to protect your time as much as his own.

Frequently Asked Questions

What happens in a free initial consulting session?

In a genuine free initial consulting session, you and the consultant assess each other's situation. You describe your challenge, the consultant asks clarifying questions and shares a first honest assessment. There is no pitch and no package selling. The goal is mutual evaluation: does the question match this consultant's expertise? Does the consultant fit the company's culture and working style?

Is a free initial consulting session truly free?

Yes, the conversation itself costs nothing. The consultant invests their time because they are evaluating whether a mandate makes sense. There are no hidden costs. That said, a consultant who immediately pitches packages during the free session is treating it as a sales opportunity — which is not a model that serves small businesses or SMEs well.

How do I prepare for an initial consulting session?

Before the call, answer these questions: What is your biggest current marketing problem? What have you already tried? What are your growth targets for the next 12 months? What resources are available? And: what would a successful session look like for you? Anyone who answers these upfront gets three to five times more from the 30 minutes.

What red flags signal that a free session is really a sales call?

Watch out for: the consultant barely asks questions and mainly talks about themselves; there is a slide deck in the first meeting; a proposal lands in your inbox immediately after the call; there are "special terms" if you decide today; or the consultant agrees with everything you say. All of these signal a sales process, not a genuine initial assessment.

What happens after the initial session?

If both sides see potential for working together, Simon Förstemann sends a written proposal within 48 hours — specifying what he will do, over what timeframe, at what cost, and how success is measured. You then decide without pressure. If he concludes he is not the right fit, he says so directly and recommends an alternative where possible.

How long is the initial session and what does it cost?

The session runs 30 minutes and costs nothing. The first five minutes set the frame. Minutes five to twenty are your time to describe your situation. Minutes twenty to twenty-eight cover a first honest assessment. The final two minutes define the concrete next step — or explain clearly why there isn't one.

Ready for the next step?

Book Your Free Initial Session

30 minutes. No pitch. Just an honest assessment of your situation.

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About the author

Simon Förstemann

Growth strategist & marketing advisor with 14 years of experience. 6 ventures founded, 3 exits, Red Dot Award and German Design Award winner. Works 1:1 with decision-makers — no agency, no workshops that lead nowhere.

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Free Initial Consulting for Small Businesses: What's Behind It?