John Jantsch, founder of Duct Tape Marketing, wrote an article for Open Forum entitled “5 Things you Must Uncover Before Hiring a Coach or Consultant“, and I wanted to offer my answers for the record.
Are they strategic thinkers?
Yes, I am. My focus is on making certain your business is leveraging its assets, playing to its strengths and consistently delivering a unique, valuable experience that differentiates you from the competition in the hearts and minds of the target audience. Here are just a few of the questions we would need to discuss:
- Have your clearly defined your target market audience? Have you developed a list of characteristics to define a profile of the prospects?
- Why are your products/services the best solution for the target markets’ needs?
- Have you clearly defined what you want to accomplish with your marketing activity? Do you want to generate inquiries, create awareness, provide information, build your image, and/or announce a new service?
- Have you clearly defined what you want your target audience to do at the end of your marketing message? Do you want them to call you and at what number, write to you and to what address, go to your website, send an email and/or RSVP to an invitation?
- Have you clearly defined the benefits you are offering? Have you answered the target market’s question of “What’s In It For Me?”
- Who is your primary, secondary and tertiary competition? What are their strategies, strengths and weaknesses? How do you compare and compete?
- Why does your target audience select you over the competition?
- What Political, Economic, Societal and Technological issues are impacting your business today – and how do you monitor these factors in order to identify changes?
- How do you currently make your products and services available to your target audience – and why did you select these distribution channels and not other channels?
- Have you described your Unique Selling Proposition (USP)?
- Have you researched the alternative media to communicate your message? Have you confirmed the strategic media mix to send your message?
- Have you developed and defined your marketing budget? What is your current cost per new sale and what is your target cost per new sale – and how do you expect to get there?
My value is in helping your business get to where it needs to be over the long-term. Your staff has today covered so let’s focus on driving improvements over the upcoming quarters and years.
Do they have the right kind of experience?
I like the question – especially when John explains the importance of multi-industry experience. Breadth and depth is important because it gives you access to new, effective solutions.
I have worked with small, medium and large global corporations across a multitude of industries including retail, technology, education, insurance, financial services, business services, tourism, and hospitality.
I have consistently exceeded projected goals and objectives for privately-owned firms as well as publicly traded corporations, non-profits and for-profits. And I have delivered profitable results in all types of corporate cultures – from conservative ‘suit and tie’ to the less formal ‘t-shirts and jeans’ environments.
But when it comes to leveraging and developing resources in order to achieve goals and objectives – you can see from my experience that I deliver the goods. I know how to attract, engage, convert and retain profitable customers (B2B and B2C) in global markets for multi-channel retailers, technology firms, colleges and universities, business service firms, tourism, hospitality…
Now, all that said, when I come up against a need that I don’t feel is right for my skill-set, I am the first one to admit it and I always try to help find a more appropriate solution for your business.
Do they employ a process framework?
Take a look at the marketing and sales evaluation – a 2-day evaluation of your business’ strategy and tactics aimed at achieving your goals and objectives. It’s detailed and it fits the bill.
Best of all, I know how to customize the plan for your specific needs.
Can they demonstrate documented results?
Take a look at the Results page of this site. If you need more, ask.
Do they have a network of contacts that they can share?
Let’s start with my colleagues and co-workers at DWS Associates – and we can spread out from there, if necessary.
So, if you’re wondering if a marketing consultant can help you increase sales, decrease expenses, improve marketing and sales performance – give me a call and let’s talk. It’s free and it could deliver some fantastic numbers!
