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Cold Calls, Warm Introductions to leadership, Alumni Relationships, Networking, Conferences etc.
Relying on RFPs is the standard practice, but higher tier consulting (M&A, DD, PMI, Strategy) is all about who you know and getting your foot in the door.
And even with RFPs, you need to be "known" to be invited, just as it is anywhere.
Agency work tends to be much more transactional as of late, so it's further down the value chain, hence the RFP and proposal consultants etc. There's just levers and avenues to get into meaningful higher-value work.