Five Questions to Ask a Marketing Consultant

In our last blog I told you about some of the things you need to have prepared before hiring a marketing consultant. But something else you need to have prepared is a list of questions that you will want to ask a marketing consultant before you sign any contracts.

People are sometimes skeptical of marketer, associated marketing with pushy advertisements.  But marketing is not just advertising so please don’t think of us like a slick, used-car salesman.  It’s very rare that you will encounter a consultant who is greedy and just out to screw you over.  Highly skilled, quality marketers adhere to very strict policies and procedures.

But just to make sure you’re comfortable with the working relationship here is a list of questions you will want to ask.

1.       How will you direct my marketing only to prospective clients so I don’t waste money on reaching the wrong people?

The marketing consultant should ask you what type of customers you want to attract.  You should have a general idea of your target market but the consultant should be able to help you refine it.  With this information the consultant should be able to give you some ideas on how to best reach these people.  Any knowledgeable consultant will give you some ideas during your initial interview but will let you know that your overall communications plan will develop over time, with a plan and a strategy created before any communications are implemented.

2.       What qualifications do you have in marketing and business?

College or university courses alone will not create a competent marketing person.  But it’s at least a step in the right direction.  I personally have both a college diploma in Business Management and a university degree in Marketing Communications.  However, real world experience allows the consultant the opportunity to apply what they learned in school to real situations and to learn what works and what doesn’t.  Your consultant should be able to provide you with a portfolio of work they have completed, including clients you can call for a reference.

3.       Have you ever worked in sales?

Working in sales is the best way to learn how people make buying decisions.  I actually started working when I was 15 years old and almost all of my jobs have been in some sort of sales role.  I have over 20 years of experience in the retail industry, having been a sales associate, a store manager, an area manager and a regional manager.  I have won several awards over the years for my selling and management skills and in the process I learned a lot about people; how they think, how they solve problems and how they make buying decisions.  Hiring a marketing consultant who has an extensive understanding of sales, the selling process and the buying process as well as insight into consumer behaviour is a huge advantage to you when developing your marketing plan.

4.       What is your marketing background?

There are lots of people out there who claim to be a “marketing consultant” or “marketing service provider”.  But let’s make something very clear here.  Marketing is not advertising.  It’s not just about writing a press release or creating a logo.  Nor is it about creating a website or writing a blog.  It’s about developing an overall marketing strategy to work to deliver your core message to your specific intended target market.  Many people understand methods of communication or are very creative and talented in their own industry.  But marketing relies on both the method of communication AND the message.  The most powerful methods are of no value if they deliver a poor marketing message.  So, make sure the consultant you hire has in-depth experience in marketing, not just design.

5.       Besides marketing, in what areas do you consult?

None.  In fact I limit my consulting to a specific type of marketing, a specific type of client and a specific type of relationship.  I specialize in working with small businesses, but not all small businesses.  The clients I help are small business owners with companies that employ less than 100 people and are located in off-the-beaten-path, rural areas of the country.  My clients have very specific needs that are unique to them because of their proximity to (or lack thereof) services often only available in large urban centres.

Marketing has branched out into dozens of sub-specialties.  When looking for a marketing consultant you need to determine if their specialty is right for you.  There are some marketing consultants who say they do it all.  However, they generally have experience working with many types of clients but often not many of any one type.

Asking these few questions will give you a feeling about whether or not this will be a good working relationship.  Remember that when you’re hiring a marketing consultant, this is a relationship you will want to nurture over a long period of time.  As your business grows and changes, your marketing needs will also change, so having a consultant you can trust is vital to the success of your business.