A Marketing Consultant’s Job

This one is for all the marketing consultants who make it to my site.  Many of you ask me a lot of questions; from what it takes to be a marketing consultant and how I prospect, to how I set my fees.  Others are concerned they may not know enough about marketing to be a consultant.

This may surprise you but being a successful marketing consultant has less to do with your marketing knowledge than how you approach each engagement.  A Marketing Consultant’s job is to:

  1. Assume nothing.
  2. Listen.
  3. Prescribe a solution to fit the client’s situation and goals, not fit them into a program or service he offers.
  4. Talk to customers before she makes recommendations.
  5. Tell the truth; always.
  6. Be the first to declare something’s not working.
  7. Stay courageous.
  8. Always do what’s right for the client; even when it gets you fired.

Do the first four, and the marketing solution usually presents itself.  Do the last four and you’ll implement the solution successfully.

I have great respect for what it takes to start a small business and feel privileged owners trust me with their marketing.  Yes, marketing consulting is fun, rewarding, challenging and all that, but always remember to focus on the client’s business, not yours.  And your business will do just fine.

I advise and mentor marketing consultants.

3 thoughts on “A Marketing Consultant’s Job

  1. Teri Bickley

    When every marketing ‘guru’ has a e-book or subscription service to sell it’s nice to hear someone who wants to market for their client and not just for themselves. 🙂

  2. Monica

    Agreed Teri!!! Wow!!! Hamilton, this warmed my heart inside – no really, I’m serious. This is so poignant and heartfelt. It really shows you love what you do. This is also confirmation for all of us who work out there in the trenches with our clients to help them get the best results we can.

    It’s not always glamorous and we do certainly get our hands dirty. I only wish I could reach more. To hear this from someone like you with so much expertise and longevity in this business is truly a gift. Thank you for sharing these inspiring words, Hamilton.

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