Are Consultants in Your Future?

In this current economic climate, many creative professionals are re-evaluating their business objectives and structure. In order to achieve a wide range of professional goals, many creative individuals and firms will explore the possibility of hiring a consultant to provide additional guidance in a variety of business-related areas.

In order to achieve maximum productivity and effectiveness from such a relationship there are many important issues to consider. This article sketches out a step-by-step outline for hiring and working with the best and brightest consultants.

What's in a Name?

First, let's define terminology. There are various names or titles that are often used interchangeably, including consultant, freelancer, independent contractor, independent professional, free agent, professional service firm, and so on. While each of these professionals may work differently and provide a specialized service, ultimately, they all work independently and are, in some manner, self-employed or operators of micro-businesses. In most cases they are responsible for paying their own taxes. For purposes of this article, I will use "consultant" as the global term for these professionals.

Consultants hired by creative professionals often fall into two different categories. The first category includes outsourced creative alliances such as illustrators, photographers, multi-media firms (programmers, animators, etc.), editorial staff (writers, editors, proofreaders), and so on.

By working with a wide array of creative resources/alliances, creative professionals expand and enhance their core services thereby staying afloat, increasing profitability and viability in a tenuous and changing economy. In addition, by enhancing their services through the use of these specialized consultants, creative professional not only keep clients they already have but also have access to new clients and larger long-term projects.

The second category includes those consultants who offer expert advice in one or more business-related areas such as financial planning, legal services, management consulting, business consulting, marketing/new business development, public relations, and organizational development.

The Game Plan

The first step before you begin to research and work with a consultant is to conduct a full personal and professional assessment of your needs. In order to do this, ask yourself and your staff what are the specific areas in your business that you require specialized support or guidance?

In addition to specific areas of expertise, you should also define what type of consultant you need. Are you looking for a consultant who will focus on the big-picture—planning and strategy—or a professional who will work more collaboratively with you on a long-term, more personalized basis—a "strategic alliance"—or both?

Define Your Goals

For example, if you need a consultant to advise you on new business development, would you him or her to develop a marketing plan or be directly involved in new business development? If you need assistance with staff management, do you want a professional evaluation and strategic long-term plan or do you want someone to help you recruit and interview new staff, or both?

In the case of public relations, do you need a public relations/communications plan or do you need more detailed assistance researching potential avenues for publicity and related contact names? Perhaps you would even prefer a skilled media relations professional to solicit and promote your firm to appropriate publications.

Define Your Needs

Are you looking for a buttoned-up MBA consultant or someone who has been in the trenches and has personal hands-on experience in your industry? The creative profession has many unique business requirements that someone without hands-on knowledge cannot fully grasp or advise appropriately.

Ultimately, you want a personalized recommendation based on your industry and unique needs. The last thing you need is a cookie-cutter, generic solution, which is only slightly tailored to your specific requirements.

Some consultants can be hired to work over a defined period of time and limit their focus to the big-picture, planning and strategy. Others offer expanded services to help you create, implement and follow through on these plans.

Budget and Timeline

You should also determine your schedule and timeline as well as budget for such services. Determine what percentage of your total annual revenues or project budget can be allocated to this particular need. It's better to have an in-depth understanding of your scheduling and budgetary parameters before you begin your negotiations with potential consultants.

Before You Commit

Ask yourself if you really need a consultant or can you find the advice you are looking for in books, publications, on-line and through other available resources such as professional organizations (including national and local chapters of the AIGA, Art Directors Club and Graphic Artists Guild?) Are you prepared to enter into such a relationship—is this the right time? Don't act under pressure, but be prepared and focused on your needs.

The Right Fit

Once you have conducted a full assessment of your needs, the next step is to research and select the best, experienced and most appropriate consultant to fulfill your requirements.

Don't work with the first consultant you find. Do your research. Ask colleagues, clients, professional organizations and other consultants (your accountant, lawyer, etc.) for suggestions.

Read. Many consultants author books, write articles in professional publications or issue online or printed newsletters. These resources offer the best insight into the consultant's specific area of expertise and approach. You should also check out the consultant's promotional material, web site and references.

If possible, I also recommend you conduct an in-person interview with the consultant, which ultimately helps you gain a deeper understanding of them personally as well as professionally. If the consultant is not local, ask if they have any upcoming speaking engagements or consultations in an area where you can conveniently meet him or her. Ultimately, a phone interview may be the only option available for out-of-town consultants.

Depending on the services you are looking for, meeting a consultant in person may not even be necessary. Technology, although still only a tool, can help consultants communicate with their clients in a more efficient and timely manner, nation- or world-wide.

How can you judge these people if you can't meet them in person? Ask yourself these questions:
- Do they have good oral and written skills?
- Are they smart and industry savvy?
- Do they listen and ask relevant questions?
- Are they flexible in their approach and services?

Research Checklist

Information gathered about potential consultants during your research should include these questions:
- What is their background and how is it applicable to their current service?

- Who do they currently work for and do they have experiences working with firms similar to yours? Do they work with other creative professionals? What size firms they work for? Do they understand your client-base and the industries you specialize in? Do they understand the needs of your specific geographical location (i.e. large metropolitan markets often function quite differently than smaller regional areas)?
- What are the resources they recommend? Their selection of resources often reflects their professional and personal philosophy and source of inspiration.
- Do their communications work editorially as well as visually? Although this may seem unimportant, finding a consultant that appreciates the importance of design will reflect on their ability to fully understand and respect what you do and why you do it.
- Do they have proven success stories (quantifiable results and/or testimonials)?

Negotiations

Once you have selected one or two candidates ask for a written proposal outlining their services, including the objectives for the relationship, their related services and deliverables (if applicable), budget and schedule parameters.

Before you enter into the relationship, make sure a contract is issued that outlines your mutual agreement on the following issues: confidentiality, non-compete (if applicable) and employment relationship. For the latter, I'd recommend this or a variation of the following language:

As an Independent Contractor, the Independent Contractor agrees that this is not an employment agreement, nor does it constitute a joint venture or partnership between (your name or company here) and (consultant's name here)

The Consultation

Once you have a signed agreement, make sure you are fully prepared for the consultation. This may include gathering the necessary paperwork and background material and a brief introduction to your firm that explain your firm's culture/personality and so on. Provide this information in advance to the consultant so that he or she is also fully prepared for the consultation. If possible, introduce him to your employees, give him a tour of your studio and show him your work.

During the consultation, make sure you continually ask questions, take notes and clarify everything. Let the consultant lead the process, but become an active participant. Request a written document summarizing the results of the consultation and related recommendations. Read the document immediately and ask more questions. If you delay your response, their input and feedback will become less fresh, immediate and timely.

Success Demands Commitment

If you take away one piece of advice from this article, I hope this is it: Don't adapt your needs to fit a consultant's abilities and don't hire a consultant until you are fully committed (mentally and financially) and dedicated to the idea of change.

Too many creative professionals hire a consultant to conduct a business audit or create a marketing/communications plan and then have no internal mechanisms or staff to follow through on and implement the suggestions. Ultimately, any recommendation or plan, without regular maintenance, can easily become outdated, inappropriate and unsuccessful. And that type of relationship always wastes time, money and energy for everyone involved.