Did you hear the funny joke about the Widget Company who called in a Marketing Consultant and said “We need a brochure”?
Hilarious, right?
Oh, you don’t think that’s very funny? Let me explain…
So, business is down, this owner decides they need a brochure to bring in more “business” and call in a marketing consultant to write it, have it designed, printed and mailed. And they do it. Right?
Hilarious!
What? Still don’t get it?
OK, let me put it this way, it’s like going to the doctor and saying “Doc, I need a kidney transplant. And the doctor says OK!
Why on earth would the patient be telling the doctor what he needs? A kidney transplant is not only very expensive, it’s the solution to a pretty bleak problem. And, by what means did the patient ever come to that solution?
A marketing consultant is a business advisor in a very similar situation. So, why would this business owner, whose expertise is in manufacturing widgets and, who knew they needed someone with marketing expertise, be telling the consultant what he needed?
OK, it’s not as funny when I have to explain it.
Unfortunately, this happens every day in many businesses. The sad part is, most of the “consultants” and Advertising Agencies will do the project, rather than talk themselves out of a job.
Talk themselves out of a job?
I know - more explaining is still needed.
The “consultants” will make a bigger fee creating the brochure (which, by the way, the customer will love), rather than taking the time to explain a few basic principles.
Chances are, most B2B businesses have a customer make up consisting of a few very large customers – that, probably, represent something like 80% of their income.
Inversely, they have a longer list that, probably, represents only 20% of their business income. It’s the classic 80 – 20 Rule or, Paretos’ Principle, which is a statistical probability, like a bell curve.
If, instead, the consultant were to ask questions about why and who and what for, they would, more than likely, soon find out this company, like so many others, have a customer make up very similar to that 80-20 rule. (What a surprise.)
They may also find that this company doesn’t really want more of those lower end customers but, would actually be pleased to get just one or two more customers, just like their best ones.
So, if in fact, they really only needed one or two more customers, why would they self-prescribe themselves a brochure?
(Hint: Because, that’s what everyone does?)
I call it Ready. Fire! Aim.
Actually, it’s more like Fire! Fire! Fire! And, guess what they’re always doing?
Right. Putting out fires.
This particular company was all ready to spend several thousand dollars to design, write, photograph and print up a bunch of brochures and mail them to anyone and everyone, when, they could spend a fraction of that amount and find a few new accounts with profiles very similar to their best customers! (Mmmm..)
I have seen it happen so many times.
If you were the consultant, what would do? Take the project, collect a few thousand dollar fee and have another nice product sample or, explain to them how their salesman could actually do a better job?
So, what’s the answer? Ask a better question.
Ask; “What would a doctor do?”
First of all, like a doctor, a relationship needs to be developed and trust established. The doctor makes his income by building his practice. By having a number of regular patients that he cares for over a long period of time.
The only way for the widget company to move ahead is to develop a longer term strategy. A single isolated tactic like creating a brochure is a “Band-Aid” not a strategy. The symptoms of business being down are the effects of a bigger problem. The question the doc would ask is; “How did this happen?” or, “When did you first notice the symptoms?”
My point is; you have to ask many more questions and get much more history.
Only then, will the consultant begin to see the bigger picture and recognize the events that caused this company to be in the position of needing more business and not having a strategy in place to know what was happening.
Unfortunately, the “patient” was not under the “doctor’s” long term care and wasn’t getting yearly check-ups and physicals to see how everything was doing – and to be able to spot looming problems.
The marketing consultant, like a doctor, has a lot of experience and a bag full of remedy’s to choose from. He can easily spot when there’s a problem and has the background and analytical skills to ask the right questions to isolate causes.
The professional marketing consultant stays on top of their field by reading and constantly learning about new techniques and trends. (Like publishing in sites like this) As with each new discovery, the information combined with their background knowledge and experience, creates a much deeper understanding of the newest material that they can assimilate into their current mix of clients.
So, next time you’re ready to dial Marketing 911 to react to a situation that involves getting more customers, getting customers to spend more on each purchase or, trying to get them to come back more often, think of who you want to call.
Are you looking for a Fireman to put out a fire or, do you need a marketing doctor – I mean, a professional marketing consultant?
Better yet, don’t wait until there’s a problem. Make an appointment now, for a complete physical. Get a health plan. Develop a strategy. You’ll be glad you did.
Remember the profound words of Henry Ford;
“If you always do what you’ve always done,
You’ll always get what you’ve always got.”
Start asking better questions.
Professional Consultants don’t cost you money - they make you money.
- Dennis Kunkler
After 30 years as a designer and creative director Dennis Kunkler believes you cannot market intelligently without, first, answering three simple questions. Get a no-cost E-book at www.BrandLikeAPro.com
Contact: dennis@positionedtosell.com or at 413-786-9911 to see if
your business could become Branded
