Consulting is a privilege bestowed by someone who has a problem and asks you to help find a solution. And the key words are, "asks you."
Many corporate marketers and researchers are under the impression that they should be consulted when there's a strategic decision at stake. That's not consulting. That's wanting to be consulted. There's a flaw in the notion that decision-makers somehow have an obligation to us.
One corporate researcher shared his frustration with me about internal clients who were ignoring or running roughshod over him. I asked him, "Have you earned these people's regard as a consultant?" He looked back at me quizzically. So, here's the essence of the pep talk I gave him.
- You're bright, inquisitive, ambitious, creative, analytical, experienced and many other qualities that helped make you a great marketing researcher.
- Being consultative requires more than a desire to be consulted. Your internal clients need to see you as a thought partner who can help them define and solve their business and career problems, not just their research problems.
- Advocating marketing research is fine, but sometimes there isn't a sufficient business case for doing marketing research. Applying a balanced perspective with clients rather than pounding the research drum will position you as fair minded and, therefore, more valuable to clients.
- Learn how the company makes money. Understand how profitable each product is by unit and gross contribution to the bottom line. Explore your clients' ideas on how operations might be streamlined. That will help you think-through with clients where the biggest opportunities to help are.
- Help your client clarify what decisions are at stake, what the alternative are and how you'll choose one. Ask about who's involved in making the decision and what their key concerns are. Address these issues in the research design. This will help your client begin creating alignment and support among other stakeholders.
- Show that you care about your clients. Communicate your desire to help them succeed. Ask them how you can help with other projects they're working on. They'll appreciate your concern and will be more likely to bring you into their cadre of trusted advisers.
--Jason Sherman, Whyze Group
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