In my experience to successfully start and run a consulting/web dev company, you need to communicate to decision making business people better than the majority of others in IT, and have a reputation for getting shit done. Your reputation doesn't have to be wide and huge, it's probably more important initially for it to be with the right people. I've found most (if not all) of my work has come via referrals from people high enough to make or influence decisions leaving their old job, and recommending me at the new one when a problem comes up that I helped them solve before.
It also helps if you're a nice person, because people don't choose to work with people they don't like. Being nice, having good communication skills, and getting shit done will lift you head and shoulders above other IT companies and IT employees.
Some tips:
- Good communication takes empathy
- Listen more than you talk
- Stop talking when people are tuning out. This comes naturally to some people, but it's hard to know if you do it or not. Ask a friend, family or trusted co-worker and practice when in conversation.
- Don't use IT acronyms with business people, unless it's unavoidable or you're joking around
- Learn about the businesses you serve so you can intelligently talk to them
- Know enough about the technology you offer to explain it simply, without condescension
- Be good humoured and a little bit fun, but you have to know when to stop or who you can play around with