What makes a good marketing consultant?

I spent over thirty years of my life as a publishing consultant and I must say it was an incredible experience. I ran into formidable businesses, people and made many friends. But the single biggest prize is the knowledge that I gained from all their stories. These interactions made me a better consultant as I was able to pass this insight on my clients. Yet, this alone, I did a good consultant. Rather, it was my attitude to the customer.

Of course, I did the usual research work in the industry, asking all the 'who, what, where, why and how the questions we expect someone to dig into their backgrounds. I also found all the features and benefits of the product or service, above all this, I had the goal of helping the customer actually happened. This simple plan is the basis for everything that was to follow. It is not as obvious as it seems.

A consultant is in business to make money. They are paid for their time, talent and expertise. They are sought after as a clinician may be to cure a sick relative. They provide solutions to the problems and long-term therapy. But they can also be greedy. It 's like the mechanic asked to fix a car that can not find even ten other problems that you never noticed or probably do not have attended. The best consultant is someone who listens to the customer and makes recommendations based on their current or future needs.

It was not long in my early days to understand what my clients called by my contributions and how I could affect their bottom line. I also realized that we were forming a partnership in which I and could benefit from well-informed and calculated decisions. In some cases, meant a lot 'of trial and error. I would explain that advertising and marketing is not a science or an art. Instead, it was a series of exercises that use recent historical examples and case studies that may or may not predict future results.

Once the client understand the risks, as if they were investing in the stock market, we both agree. I would have to establish a realistic budget, explain ROI, or return on investment procedures, and a reasonable timeline, if they were comfortable with the risk versus return, we could go ahead. I also gave them an escape route. If, at any time, a change in business or a change in their minds, dictated a new path, I would carefully consider their concerns. They were the ones who pay the bill and it was their business at stake.

It might be tempting for a novice to extract a large sum by a businessman unconscious, but in the long run, you are wrong. A good consultant will always make money the old fashioned way: providing excellent customer service. They do not need to gouge or an overload. They should always have the best interest of the business first of all, forming a partnership and, hopefully, a friendship that will prove their value and worth. The payment is a bonus ......