What qualities do great marketing consultants need?
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To start, they need an ability to ask great questions. Without asking great questions you're likely to provide answers that don't help you get the outcome you're after. All questions weren't created equal. Any question will certainly give you an answer, but those answers can take you down a track that's far away from where you need to be.You also need to make yourself available to answer these questions. Don't expect the marketing consultant to have the information on your business - you're the expert on that. With great questions, and the right input, your consultant can make meaningful recommendations that lead to smart actions.
They need to be able to listen. They need great listening skills, not ordinary ones. When a marketing consultant comes to meet with you they really need to hear from you, not spend the time talking about themselves. You’ll want to know something about them of course. It’s just the balance of the conversation needs to be on your business, your goals. Listening proceeds understanding, and only when you know they understand should you take their advice.
You want your marketing consultant to show they're organised and follow some process. In any good business there are processes that underlie the operation to support what gets done and how it's done. It’s no different to the approach a marketing consultant needs to take when working with you and your business. The more transparent their methodology, the more assured you should feel that you know what's going on. Whether you say you do or don’t like processes, you have to admit that there’s a method in everything you do. Every action and every habit can be captured into a repeatable process. Even creatives work within design principles.
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Integral to everything already highlighted, good communication is a must. If the relationship starts with good communication and continues that way, it means at any point in the project you’ll know what's going on. It's insurance against assumptions being made and the project proceeding down the wrong track. When regular and consistent communication is agreed at the outset it's a solid basis for a good relationship throughout life of the project. Good communication provides room for discussions that don't always result in agreement. It's important for your consultant to raise and discuss prickly topics others in your business might not want to volunteer.
They're able to drive the project to deliver momentum and make progress. This is why a marketing consultant is brought in to assist the business. It doesn't mean anyone in the business is less smart or capable quite the contrary. When you use a consultant you understand you want to achieve additional momentum to get a specific result. You and your consultant are in a partnership to move ahead on some initiative, strategy or activity and achieve a result greater than you could alone. As well as keeping them accountable, you can use them to drive you and keep your business accountable. A shared result is best for everyone.
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They need expertise and experience. I've left this at sixth not because it matters less, but because it isn't enough without the other elements. You'll want to consider the consultant's experience and expertise relative to your type of business, your industry, and the customers you serve. Ask whether they worked in your industry, check whether they are your type of customer and understand how aligned they are with what you do. Also understand that marketing consultants can specialise and there's much overlap in services offerred. The distinction is that a consultant puts a strategy ahead of a tactic.
And finally, better not forget to choose a consultant that does what they say they will. You don't want any surprises, unless it’s your birthday. This covers all areas of the agreement you have with them, from timelines, to budget control, to deliverables and actions taken. Your relationship with your consultant is a trust relationship. You need to know you can share sensitive information and it's protected. You need to provide access to other people in your business so you want to be sure they deserve that introduction.
You'll achieve the best results if you also bring these qualities to the working relationship. The best partnerships work because there are mutual expectations and commitment on both sides.
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About Inspirit Marketing Mary-Anne Webb runs Inspirit Marketing, a marketing consultancy for B2B and professional service firms to achieve results that return a positive business impact. With over 25 years’ experience working with people centric, service businesses Mary-Anne’s belief is a strong brand results from a clear point of difference, and when coupled with great communication, delivers faster results and stronger relationships. The results Mary-Anne is known for range from industry award wins, wider panel representation, stronger messages in collateral, brand strategy clarity, brand identities that survive changing trends, and repositioning businesses in their market. Experience is backed by graduate and post graduate qualifications in marketing as well as a Certificate IV in Design. Mary-Anne brings a unique mix of strategic, analytical and creative skills to support her clients' goals and kick the obstacles that stand in their way.
CONTACT Mary-Anne Webb. M E W
0421 610 844 mawebb@inspiritmarketing.com.au www.inspiritmarketing.com.au
Š Inspirit Marketing
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