Not my experience at all. If you show value to the client and you build a trust relationship then you enter into a relational mode that is fruitful for both sides, and you skip/streamline all the tedious commercial topics (RFPs, competitors, beauty contests, the purchasing department demanding a 3% discount...). On the other hand, if you want to milk the cow dry then you end up on a very transactional relationship and you need to start cold selling from scratch after every project, which takes a lot of effort, time and energy.
In any case, again, the conflict of helping the client vs. overselling is hardly a consultant-specific topic; I’d say the smaller the shop, and the closer the ownership to the sales team, the more pressure there will be, in general. Case in point: the actual doctors that overprescribe opioids!