2 scenarios (simplification of course):1: you keep trying direct, and beaten to the post/s because others have been given the inside track and recommended by friends already in situ in the consulting firm. You end up nowhere, but with no sense of oblilgation.2. a friend/contact recommends you to their line manager, who goes through HR, and you get an interview. Great, but your friend a pint, but the offer will depend on your performance in the interview. Unless your friends are CEOs and can dominate the board, its irrelevant. In this scenario you do what everyone does - join firm A for a few years and then move on. You never know - you may even get the chance to return the favour!