| Marketing consulting services might appear to be a | | | | 4. Do you have a way for me to know what I'll be |
| dime a dozen when you first begin your search for a | | | | getting before I sign up with you? |
| marketing consultant. Appearances are deceiving. | | | | In today's world, every consultant must have a |
| What you are likely to find is that many advertising | | | | publicly accessible portfolio of articles, columns, or |
| and media sales representatives find it convenient to | | | | materials that demonstrate their expertise. If they |
| call themselves marketing consultants. In truth, only a | | | | don't, they should be able to offer you some sort of |
| small fraction of these sales people truly qualify to be | | | | free consultation. |
| considered media-neutral (or "method-neutral") | | | | 5. What is your favorite marketing medium and why? |
| marketing consultants. | | | | The reality is that a favorite marketing medium really |
| Not only do you have to screen out salespeople | | | | should not exist for a marketing consultant. Although |
| posing as marketing consultants, you also have to | | | | many professionals suffer from "marketing method |
| watch out for marketing consultants with a bias for | | | | madness" (irrational attachment to one medium), |
| one marketing medium or method. For example, | | | | marketing media should be matched to the needs |
| some social media tacticians who have no | | | | and circumstances of each individual business. |
| understanding of direct response marketing or | | | | 6. How do I know what you suggest for us to do will |
| strategic marketing but are positioned as marketing | | | | work? |
| consultants. | | | | You don't. If they are honest, this is what they will |
| In the section below, I'm going to share 10 questions | | | | tell you. The best a good consultant can do is to give |
| that you can ask to make sure that the marketing | | | | you examples, case studies and the principles and |
| consultant you hire is perfectly matched to the | | | | factors that affect what you should expect. |
| needs of your business. | | | | 7. What are some things you suggest for business |
| 1. Why should I spend money on marketing consulting | | | | owners to lower their risk just in case the marketing |
| instead of just doing my own marketing? | | | | campaign fails? |
| I often tell my marketing consulting clients that | | | | A capable strategist will teach you how to monitor |
| marketing should be their biggest personal priority in | | | | and test marketing campaigns before a lot of money |
| their business. A marketing consultant is most worth | | | | and time gets spent. |
| the expense when they extend your ability to see | | | | 8. What would other marketing professionals in the |
| new opportunities and threats, or when they close | | | | area say about you when I ask them? |
| the "knowing-doing" gap by implementing strategies | | | | This is to help you determine whether the consultant |
| that your business cannot. Just dumping 65 pages of | | | | is considered a leader in the area and what they think |
| recommendations on your desk can no longer cut it | | | | their reputation is. This is particularly effective when |
| in today's world. | | | | asking in person. |
| 2. How does a marketing consultant differ from an | | | | 9. Who do you study and what thought leaders do |
| advertising representative or sales representative? | | | | you learn a lot from? |
| An advertising representative is paid by an | | | | Beware of a consultant or strategist, who "has no |
| advertising outlet or media platform to recommend | | | | teachers" or won't confess to learning anything. They |
| and sell one offering or one family of offerings. Many | | | | might be too insecure to listen to useful input from |
| advertising reps and sales reps can ad value to your | | | | you or your staff. That arrogance and insecurity |
| business, but you must know exactly what you | | | | could end up costing you in wasted money or lost |
| stand to gain from doing business with them and | | | | business performance. |
| how their incentives might affect their | | | | 10. Can you provide me with some past clients I can |
| recommendations. | | | | talk to about your work? |
| 3. Why should I do business with you instead of with | | | | Do not be afraid to ask for references whenever |
| any other marketing consultant or marketing | | | | you are hiring a vendor, contractor or professional to |
| consulting firm in the area? | | | | do specialized work. Make sure to actually call these |
| If they cannot provide you with a clear differentiating | | | | people. You will screen out more sub-par consultants |
| argument, they are not likely to help you come up | | | | doing this than doing any other single thing. |
| with one for your business. | | | | |