How Consultants Can Apply Behavioural Economics to Win Better Clients With William Hanmer-Lloyd

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William Hanmer-Lloyd has spent his career at the intersection of behavioural science, advertising effectiveness, and commercial strategy. From pioneering behavioural economics at the IPA to leading insight and effectiveness teams at Blue449 and Mediaplus UK, his work has consistently focused on turning human behaviour into measurable business growth. Today, Will heads Behave, a consultancy that helps organisations grow by understanding how people actually make decisions, not how we assume they do. His role spans strategy, research, effectiveness, and advisory work for major brands and complex organisations.

In this conversation, we’ll unpack what consultants can learn from behavioural economics, how insight-driven thinking sharpens positioning and marketing, and why behaviour, not persuasion, is often the missing piece in scaling a consulting business.

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Proposed Interview Structure:

1. What originally pulled you into the world of advertising, behavioural economics, and consulting?

2. What’s the core problem Behave helps organisations solve today, and why does that problem matter so much to you?

3. Who are your typical clients now, and who tends to be the real decision-maker when behavioural insight is brought into the business?

4. From your experience, how do clients usually discover and choose a consultancy like yours, and what’s actually worked best for attracting the right kind of work? Current Acquisition Channels: Referral, Content, Google Ads, Speaking engagements Sub Question: What’s your view on podcasts as a marketing tool for consultants and advisory firms?

5. When selling behavioural insight, which can feel abstract to some buyers, how do you personally turn interest into a signed engagement?

6. Once a client is onboard, how do you approach retaining them, and what do you do deliberately to build long-term, repeat relationships rather than one-off projects?

7. Where do you currently find yourself most stuck or constrained as a leader running Behave today (if at all)?

8. Looking ahead, where do you see the biggest opportunities for behavioural economics and consulting over the next few years?

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Know more about William Hanmer-Lloyd

Website Link: https://behaveglobal.com/

Connect with William Hanmer-Lloyd on LinkedIn

LinkedIn link: https://www.linkedin.com/in/will-hanmer-lloyd-5b089219/?originalSubdomain=uk

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