The Benefits of a Small Business Marketing Consultant

 Excerpt from The Real Costs of Hiring Marketing Talent

A small business marketing consultant's fees can vary. A fee of $100 to $150 per hour is typical. The company gets a well seasoned professional with experience in all the facets of marketing. A well seasoned marketing professional would have extensive sales experience and be familiar with the problems of distribution. The marketing consultant would understand the psychology of the selling process. The desirable consultant would know the inner workings of an advertising agency. Also, the consultant would have a myriad of sources and associates available to tackle any problem. And, the consultant would tackle them in a very cost effective manner. Although a marketing consultant's fee might seem high, the short term benefits can be significant. And, the consultant provides many advantages over hiring a full time employee. Some of the benefits are:

You pay for what you get... The hourly fee for a consultant is comparable to the productive hours of a full time employee. Thus, you pay only for the hours that the consultant performs tasks. Unlike an employee, you can put the consultant on hold when business declines. Unlike an employee, the consultant does not look for a new full time employer.

You do not have any of the hiring costs... Since a consultant is not an employee, you treat the consultants billings as you would an outside vendor. There are no recruiting fees associated with a consultant. The company can end the consulting relationship at any time for any reason. There are no termination clauses or golden parachutes to deal with. Also, the consultant does not usually bill for the initial interview. The consultant considers the initial interview a cost of doing business.

With some small business marketing consultants you can hire a complete marketing department... When you use a marketing consultant he can bring with him an abundance of talent. You would not normally expect to find this talent hiring an individual employee. The consultant has the specific skills necessary for new product development. Also, the consultant has experience in developing advertising programs, promotions, and more. Marketing research, technical writing skills, and packaging design can now be available from one source. This comes from the many associations set up by the proficient consultant. In effect, when the company hires with the right consultant, the company hires a complete marketing department.

The marketing consultant brings with him a dimension of outside-in thinking... In many cases, the consultant has the ability to see the forest through the trees. The internal politics and the internal bureaucracy that all companies have regardless of their size do not effect or hinder the consultant. Specific assignments are sometimes easier to accomplish outside of the company. The ability to develop marketing driven products often becomes easier once outside the company shell. Special situations are ideal for the use of a consultant.

A small business should consider involving a marketing consultant with special situations such as:

• New product introductions.
• Start-up divisions or newly-formed companies.
• Launching different products or product lines.
• Setting up new channels of distribution.
• Trouble shooting.
• Any major change of direction by the company.

The company should also consider a marketing consultant for any situation out of the normal routine of any existing marketing staff.

Through a consultant, the marketing talent often associated with and obtainable only by larger companies becomes affordable to smaller and mid-sized companies. Larger companies can get the professional marketing talent without the long term cost and commitment related to hiring a full time marketing employee.

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