Asian Accomodations

I spent over thirty years of my life as an advertising consultant and I must say it’s
been an amazing experience. I’ve met terrific businesses, people, and made many
friends. But the single most reward was the knowledge I gained from all their
stories. These interactions made me a better consultant as I was able to pass this
insight onto my clients. Yet, this alone, did not make me a good consultant. Rather,
it was my attitude toward the customer.

Sure, I did the usual job of researching the business, asking all the: who, what,
where, why, and how questions that were expected of someone delving into their
background. I also uncovered all the features and benefits of the product or service,
Above all that, I had a goal of actually helping the client succeed. This simple plan is
the basis for everything that was to follow. It’s not as obvious as it appears.

A consultant is in business to make money. They get paid for their time, talent,
and expertise. They are sought out as a physician might be to cure an ailing relative.
They provide solutions to problems and long-term treatments. But they can also be
greedy. It’s like the mechanic asked to fix a car that manages to also find ten other
troubles that you never noticed or probably don’t need attended. The best
consultant is one that listens to the client and makes recommendations based upon
their current or future needs.

It didn’t take long in my early days to realize how much my clients relied on my
input and how I could affect their bottom line. I also realized that we were forming a
partnership where they and I could benefit from calculated and well-informed
decisions. In some cases, it meant quite a lot of trial and error. I would explain that
advertising and marketing was not a science or an art. Instead, it was a series of
exercises using past historical examples and case studies that may or may not
predict the future results.

Once the client understood the risks, as if they were investing in the stock
market, we were both in agreement. I would have them establish a realistic budget,
explain ROI, or return on investment procedures, and a reasonable timeline, If they
were comfortable with the risk versus return, we could move forward. I also gave
them an escape route. If, at any time, a change in business or a change, in their own
mind, dictated a new path, I would carefully evaluate their concerns. They were the
ones paying the bill and it was their business at stake.

It might be tempting for a novice to extract a large sum from an unwitting
business person, but, in the long run, they are hurting themselves. A good
consultant will always make money the old-fashioned way: providing excellent
customer service. They don’t need to gouge or overcharge. They should always have
the best interest of the business first and foremost, forming a partnership and
hopefully, a friendship that will prove their value and worth. Payment is a bonus

Jeffrey Hauser was a sales consultant for the Bell System Yellow Pages for
nearly 25 years. He graduated from Pratt Institute with a BFA in Advertising
and has a Master’s Degree from Monmouth University. He had his own
advertising agency in Scottsdale, Arizona and ran a consulting and design
firm, ABC Advertising. He has authored 6 books and a novel, “Pursuit of the
Phoenix,” available at http://www.amazon.com. His latest book is, “Inside the Yellow
Pages.” Currently, he is the Marketing Director for http://www.thenurseschoice.com,
a Health Information and Doctor Referral site.