Red Flags to Watch for when Selecting a Marketing Consultant
One of the biggest challenges I face when working with new clients, or potential new clients, is dealing with their scar tissue from past marketing consultants. As someone who spent most of my career in corporate America, relying heavily on consultants to help supplement my teams, I get it! It’s hard to know who to trust, who can meet your needs, and whether the cost is equal to the value. Here are my top five red flags that I have learned over the years to keep an eye out when selecting your next marketing consultant.
Guaranteeing Results. Although there is science too many aspects of marketing, it is more of an art and an experiment than anything else. There are no two businesses and brands that are exactly alike, so there is no secret “proven formula” that can be applied to yours that will guarantee certain results. If someone is telling you that, run the other way! What you should look for is a consultant that can articulate back to you what you are trying to accomplish and explain the strategy that they would take in your specific situation.
Odd Pricing Structures. It’s normal in the service industry to require an upfront payment before beginning work. When a consultant requests a certain percentage down to start a project, that secures their dedication, time, and solidifies the relationship. However, if consultants require a majority upfront payment or the entire amount, do not sign the agreement! That is like going out to a restaurant and paying for the meal before you’ve even ordered. Another thing to look out for in contracts, a clause that allows for expanded scope of work and amendments to the current proposal as the project progresses. Any consultant that knows what they are doing knows that most projects end up expanding as they go on. Any consultant that has any talent will include the opportunity to expand the scope and check in with you regularly with how you are tracking towards the original proposal.
Doing a lot of Talking. If you are seeking a new consultant is it vital to jump on a call to get a sense of if you jive or not. During that conversation be sure to pay attention to how much the consultant talks versus how much they listen. Good consultants will spend that time asking a lot of questions and listening to your needs. If you encounter someone who talks away about their expertise, why you need them so much, and how they’ve helped other clients, you are being sold! Consultants should look at these conversations as an interview, not a platform to showcase all of their achievements.
Keeping Your Content. I see this one ALL OF THE TIME! If you are hiring someone to create content for you, whether that is a logo, a website, graphics, or other creative pieces, make sure the contract allows you complete rights to all of the original files. What consultants often do is maintain control over the original files, so that you need them and their services if you ever want to make a change. Even if it costs you more up front, make sure that part of the agreement states that you will gain access and full rights to all original files so that if the relationship ever goes sideways or the person disappears, you aren’t completely screwed. (Consultants are really not going to like this tip, but I find it completely unethical to operate any other way!)
Unresponsive. I learned early in my career that there is a sweet spot to aim for when seeking a consultant. You don’t want to work with the biggest and most expensive firm or person who’s booked solid, if you have needs that are urgent or if you want a more personal experience. Likewise you probably don’t want a one man show if your a big company with a ton of needs. Finding the happy medium that allows you to work with someone that is excited and eager to work with you, but also experienced and knowledgable about the type of work is ideal. When you run into consultants that take a long time to get back to you, its likely that they aren’t that jazzed about working with you or they are just too damn busy. Either way they probably aren’t the right solution for you.
Consultants and other freelance support are a vital part of most growing business’ structure. It allows them to get extra support to fulfill their needs, without the longterm commitment and investment of hiring someone. Be sure to do your homework, make sure you like the person or team that you choose, and be sure to look out for the red flags above. If you are interested in working with me for added marketing support, you will not get guaranteed results from my proven formula and you won’t get a lengthy sales pitch telling you how amazing I am. What you will get is someone who is hard working, dedicated to providing quality no matter what, and someone who will always pick up the phone when you call! Feel free to reach out if you want to schedule a chat - even if you don’t want to work with me specifically, i’d love to help you find the help you need anyway I can!
