Scary Marketing
Over the years, I've run into a lot of resistance for what I do. A lot of this resistance has to do with simple preconceptions. These preconceptions ran that gamut from "marketing is superficial voodoo" and "consultants are self-serving, overpaid frauds" to "marketing people are condescending know-it-alls that will make me look bad to my boss".
This last one continues to rear it's ugly head on a regular basis. I'm sure that everyone has met the high priced consultant whose main goal is to make you feel stupid so he/she can feel smart. Or who charges big dollars for very little deliverables ("You mean we have a sales revenue problem?" Duh.") Sometimes it seems like most consultants were fired from their previous job selling used cars and now have decided they are going to teach you "how it's done".
Forget that.
I admit I've met these folks. But the truth is: they are far and few between. I work with and know many "consultants". They go by many different titles but what they have in common is that they solve client problems. Each one is genuinely obsessed with making their client more successful. Is it because each of them is a human angel? A walking, talking image of Mother Theresa? Not exactly.
The bottom line is that each of us must put our client's interests first at all times. If we don't, we lose the client. In the case of the person who is afraid a consultant will make them look bad - this could not be farther from the truth. The worst thing that could happen to a consultant is making his main contact look bad. If they get fired, it is almost certain we will be right behind them in the unemployment line.
My job, indeed, my passion is to make my client look like a superstar. And my clients don’t need me to help them in this regard. They just need someone to lend a hand when they need it and get out of the way when they’ve got the situation covered. I prefer that my clients take credit for my work – in fact, I insist upon it.
Without input from the sales people, marketing directors, presidents, CEOs and any number of other key client personnel, I can’t even do my job. I'm the one that relies on them. Not the other way around.
The old cliché goes “There is no “I” in team”. Many people who resist qualified help end up being a serious bottleneck to the organization. They are putting their own interests ahead of the company’s. More often than not, these well meaning people quickly see that I’m there FOR THEM. They are the star. They set the agenda. I simply give them options and advice. They still have to call the shots.
And that’s the way it should be.
This last one continues to rear it's ugly head on a regular basis. I'm sure that everyone has met the high priced consultant whose main goal is to make you feel stupid so he/she can feel smart. Or who charges big dollars for very little deliverables ("You mean we have a sales revenue problem?" Duh.") Sometimes it seems like most consultants were fired from their previous job selling used cars and now have decided they are going to teach you "how it's done".
Forget that.
I admit I've met these folks. But the truth is: they are far and few between. I work with and know many "consultants". They go by many different titles but what they have in common is that they solve client problems. Each one is genuinely obsessed with making their client more successful. Is it because each of them is a human angel? A walking, talking image of Mother Theresa? Not exactly.
The bottom line is that each of us must put our client's interests first at all times. If we don't, we lose the client. In the case of the person who is afraid a consultant will make them look bad - this could not be farther from the truth. The worst thing that could happen to a consultant is making his main contact look bad. If they get fired, it is almost certain we will be right behind them in the unemployment line.
My job, indeed, my passion is to make my client look like a superstar. And my clients don’t need me to help them in this regard. They just need someone to lend a hand when they need it and get out of the way when they’ve got the situation covered. I prefer that my clients take credit for my work – in fact, I insist upon it.
Without input from the sales people, marketing directors, presidents, CEOs and any number of other key client personnel, I can’t even do my job. I'm the one that relies on them. Not the other way around.
The old cliché goes “There is no “I” in team”. Many people who resist qualified help end up being a serious bottleneck to the organization. They are putting their own interests ahead of the company’s. More often than not, these well meaning people quickly see that I’m there FOR THEM. They are the star. They set the agenda. I simply give them options and advice. They still have to call the shots.
And that’s the way it should be.
posted by Pete Monfre at 5:20 PM
1 comments
