| When Should
You Seek the Help of a Consultant?
By Craig A. Steffen
Despite the advent of high technology and the
ever-changing playing field spawned by mergers and consolidation, doing business in the
new Millennium still has an age-old objective. Companies seek to maximize profits in the
midst of an exceptionally competitive marketplace. But because of the streamlined
organizations of today, more and more Chief Executives are seeking the insight of
Independent Marketing Professionals (Consultants) to help them gain and keep a sustainable
competitive advantage.
How do you know that it is time for your company to
seek an appropriate Independent Marketing Professional? Though there are many reasons one
might choose to contract with a consultant, here are a few questions that may bring that
decision into clearer focus.
1. Is your anticipated
growth curve climbing slower than forecasted? Today’s marketplace is increasing less
averse to change and possesses more discretionary income than ever before. As a result, it
is common for new products to capture market share with surprising velocity. If
you’re not experiencing this rate of growth, an Independent Marketing Professional
can help your people think outside the box and capture your piece of the pie.
2. Do you have an
important new project on the horizon that has a definite beginning and ending? Often we
choose to delegate these projects to existing employees. However, it is typical for at
least one of the following consequences to result:
a. The important new
project will languish on an employee’s to-do-list because they already have a full
docket. Key windows of opportunity may be missed or available profit opportunities lost
because of the delay.
b. The employee will
become overwhelmed with the additional workload and their morale and the morale of those
around them will suffer.
c. The employee will be
forced to choose between existing responsibilities and the new project. In either case
something important will suffer.
Creating a new distribution channel, launching a new
product, generating a long term strategic plan, and negotiating new business relationships
or alliances are all projects that can flourish in the hands of an Independent Marketing
Professional.
3. Has it been more than
2 years since you sought a perspective outside the walls of your company? Speaking from
years of corporate experience, it is very common to slip into “group-think” when
not challenged by outside perspectives. If you’re starting to hear statements like
“that’s the way we do things here,” or “we’ve never done that
before,” perhaps its time to seek the insight of an Independent Professional.
4. Has your company
experienced an illness or unexpected turnover to a key leader in your marketing
organization? Typically you’ll seek to fill this position with a fulltime employee.
But we all know the recruitment and evaluation process can often take months. Can you
afford to be without experienced leadership in your Marketing Department during those
critical months? What opportunities will be lost? An Independent Marketing Professional
can step in and bridge the gap.
5. Do you have a gnawing
sense that your life lacks healthy balance? Research shows that Americans are working more
hours than at any time in our country’s history. Does your relationship with family
and friends frequently take a backseat to your professional responsibilities? Have you
given up the activities, sports and hobbies you once loved? Perhaps its time to have an
Independent Marketing Professional come along side to help you.
If you answered “yes” to any of these
questions, you should consider joining a growing group of business leaders who are looking
to Independent Marketing Professionals to help them take their companies to new heights.
|
