| If you want to increase your business success by | | | | increased market share and brand awareness? Have |
| creating and implementing a marketing plan but don't | | | | they introduced new products that have boosted |
| have the internal resources, you can seek the | | | | sales? Have they created cost-effective marketing |
| assistance of a marketing consultant. What small | | | | solutions when budgets were limited? Their past |
| businesses and large businesses need in a marketing | | | | results are a predictor of what they can do for you. |
| consultant may be very different. A small business | | | | 4. Is the marketing consultant a good listener? |
| likely needs a consultant with a broader range of | | | | You want a consultant who is intent on learning as |
| marketing expertise; one who is not only able to | | | | much as possible about your business and your |
| create the big picture plans but is also able to get | | | | market. Listening skills are important if they are going |
| down to the nuts and bolts of plan implementation. | | | | to come up to speed quickly and learn the |
| Six Questions to Ask a Marketing Consultant Before | | | | ins-and-outs of your industry and company. A good |
| You Hire | | | | consultant listens more than they talk. They ask |
| 1. Does the marketing consultant have a depth of | | | | open-ended questions and soak up information. They |
| experience in a variety of industries? | | | | can then synthesize their knowledge and turn it into |
| A marketing consultant does not need to have | | | | actionable strategies to grow your business. |
| background in your industry. It is more important that | | | | 5. Is the marketing consultant's business large or |
| they are able to draw from a minimum of 15 years | | | | small? |
| marketing experience in a variety of industries. If | | | | Small businesses are better working with marketing |
| they have experience with different business and | | | | consultants from a small business. While your business |
| marketing models, they have a whole tool box of | | | | may be lost in a large agency or consultancy, it is |
| techniques to apply to your business. | | | | important for a small organization. Because you are |
| 2. Does the marketing consultant have experience in | | | | not supporting a large overhead, you receive better |
| a wide range of marketing disciplines form marketing | | | | value. Another advantage is that you are dealing |
| management and research to copywriting and | | | | directly with the person creating the plan. No |
| publicity? | | | | intermediaries or communication issues. Finally, |
| Marketing professionals tend to specialize in one area. | | | | someone from a small business can better empathize |
| It may be marketing strategy or research. Many | | | | with your needs and concerns. |
| copywriters have no background in marketing. And | | | | 6. Does the marketing consultant have new product |
| publicity is a whole different game. If you can find a | | | | development experience? |
| consultant, however, who has experience in three or | | | | If your company's success is dependent on a |
| four of these areas, you are a step ahead. This | | | | constant stream of new products or services, you |
| person can assure that your marketing strategy is | | | | should seek a consultant who is experienced in the |
| based on market information. They are able to take | | | | new product development process. This consultant |
| your marketing process from research and strategy | | | | understands the importance of developing a |
| to the details of tactics, budgeting and | | | | marketing plan when the initial concepts are created. |
| implementation. They can create your website and | | | | They assure that your product concept is |
| write press releases that get you in the news. You | | | | differentiated and matters to the customer. After all, |
| save time because you only have to communicate | | | | you want to develop products your customers will |
| with one individual to achieve your goals. | | | | love, your distributors will stock and whose benefits |
| 3. What kind of results has this marketing consultant | | | | can be communicated to your target audience. |
| achieved in the past? | | | | Asking these six questions before you before you |
| Find out what kind of results a prospective marketing | | | | hire can help you to achieve the results you desire |
| consultant has achieved in the past. Have they | | | | from your marketing initiatives. |