As an artist, how do you know when it is time to call in outside business help? Maybe you are concerned that your portfolio doesn't have the right flow, and you lack the objectivity to edit it effectively. Perhaps you feel that your website isn't generating enough or the right quality leads. You may not know where to start when it comes to articulating all your great ideas into an actual marketing plan. Or you need to really hone and finesse your brand messaging and positioning. Any of these issues may represent an opportunity to bring in a consultant with the right industry expertise to help you solve your business challenges.
We often see discussions on industry forums around the topic of hiring consultants, and there seems to be many common, frequently asked questions. ADBASE partners with several industry consultants and decided to try to help by answering some of your questions in this article. I approached three ADBASE consultant partners: Ilise Benun of Marketing Mentor, Jennifer Kilberg of FluidVision, and Jon Hornstein of Creative Touchpoint for some advice and insight on this topic. In this article, I will talk about the value of consultants to your business, when it is appropriate to use them, the different skill sets and expertise available, what type of advice you can expect to receive, and the results you can expect to achieve.
When to Consult
When you are working on your own, it is impossible to have all the answers. Of course, it is great to have a network of clients, friends and family to reach out to for advice, but sometimes you come to the realization that you need professional help. Hiring a consultant with industry expertise can bring real value to your business. As well, artists often have difficulty being objective about their own work, and a good consultant can bring an outside, experienced perspective that can reframe the presentation of their work for greater commercial success.
The most important first step is to decide what you want to achieve before you start searching for a consultant. Be very clear in your mind as to what your needs are, or chances are you won't choose the right partner. There are several qualified consultants in the industry, but each one has their particular skills and experience. As Jon Hornstein says, "Some photographers are highly motivated but need more creative direction or help refining their approach to their work. Others feel their motivation lagging and are in need of fresh inspiration that will energize them. And other artists need help creating marketing plans, developing and implementing email campaigns, improving their web site or portfolio or getting set up to sell their own stock directly to buyers."
No matter what your challenge, there is probably an industry consultant to help you. However, it is essential that you get to the heart of what you really need help with. Although many industry consultants specialize in portfolio edits, website enhancement, and assistance with marketing programs; still others provide marketing and business development coaching, business planning assistance and creative coaching. Another important consideration is the consultant's area of focus-some specialize in photography, some focus on illustration and others take on both types of artists as clients. Only once you really hone in on what services you need, should you begin your search for the right consultant partner for you.
The Search Begins
Now that you have identified what you need help with, there are probably a number of consultants with the appropriate qualifications. As a starting point, you will find many of the industry's top consultants on the ADBASE website in the partners section. Of course, you can also use Google to search for the specific type of consultant you are looking for. Check out the websites of those who sound relevant and look for client testimonials - these can be very revealing when trying to determine fit.
Ilise Benun emphasizes that "Fit personality-wise; having the right chemistry is the most important thing." She offers a free half-hour consultation to assess fit on both sides, and asks the perspective client to send 2-3 questions in advance, in order to have a discussion that simulates a consultation session.
Jon Hornstein agrees. "You need to give the consultant an enormous amount of trust so there should to be some chemistry between you. It doesn't mean you must be tight friends, but there does need to be mutual respect and you have to be willing to listen to each other with an open mind."
Besides ensuring that you "click" with your consultant partner, you need to speak to others who have worked with the potential candidate previously. Jennifer Kilberg always provides references for potential clients to contact and find out about their experience working with her. Jon suggests that you look at the consultant's client list, and ask permission to speak to some of their clients if references aren't offered to you.
Personal referrals are always the best. Ask artists you know and trust about experiences they may have had with a consultant, then do your homework on anyone who sounds like a good fit. Part of your due diligence could include checking out comments on industry forums regarding particular consultants (both APAnet and ASMPproAdvice have had a number of threads discussing consultants), and doing a more complete Google search to see what others are saying about them.
I can't emphasize this strongly enough - do a proper evaluation of your available options. Gather information from as many sources as possible and don't only check out one consultant, even if they have come highly recommended from someone you know. A fit for someone else may not be a fit for you. Speak to a number of consultants that meet your criteria. Feel as comfortable as possible that you can work well with this person and that they can help you achieve your goals and objectives before you sign contracts
Varying Approaches
Another important consideration in determining fit is the consultant's working style. Jon provides some excellent insight into this aspect of the relationship. "Some are like 'life coaches' who can...provide you with motivation as well as assisting you in developing and evolving a creative style. Others adopt the perspective of your client, and evaluate your portfolio and website as if you are approaching them for work. And others provide a purely professional service...you need help with a specific problem and they provide advice based on best practices."
Bottom line - there are many types of consultants with different areas of expertise, personalities and working styles. Some will coach and teach you how to do it yourself, some will do it for you, and others will just provide advice. What works best for you will depend on your own style and personality, and this needs to be part of your evaluation criteria.
Setting Expectations
Before you begin your working relationship, both you and your chosen consultant need to be very clear on what results you can expect. It is critical that you mutually agree on what a successful engagement will look like. Otherwise, you may be disappointed with the outcome.
Jennifer is very clear in stating her deliverables. "I make sure that my client has a strong brand and all the elements needed to run their business: a marketing plan they can implement themselves, a strong well-edited, effectively laid-out website and a portfolio that reflects the type of work they are going after; complete with the resources they need to make it all happen."
Ilise advises potential clients that the process takes work, time and patience - and that there is "no magical quick-fix solution". She recommends that you ask the consultant if they think they can help based on what they know about you, and cautions you to be wary of those who make too many promises or appear too confident in what they can deliver. Make sure you are convinced that the consultant is being straight with you and not just telling you what you want to hear: a good consultant will help you reframe unrealistic expectations. Begin the relationship with confidence and a comfort level about what will be achieved by the end of the process.
The Commitment
Types of consulting engagements vary as widely as types of consultants. In this economy, you may find that there is greater flexibility and you should explore your options. I would suggest that you do not lock yourself in to any long term contracts you can't get out of up front. It is like getting married without the engagement period!
Here are some tips from my research:
How Much?
Like everything else, it varies. First of all, decide what you can afford. Know that up front before you start talking to potential consultants, and total cost should (of course) be one of your decision-making criteria. In your initial conversation, ask direct questions about pricing for their services.
In my small sampling, there were different options available. The least you can probably expect to spend is $500 for a minimum 4 hour session. Depending on your needs, you can commit to private weekly coaching sessions over 3-6 months at $500-$600 per month; or bi-weekly group conference calls at $150-$200 per month. Often, consultants will submit a proposal to you based on your specific needs and how many hours they estimate the project will take (based on an hourly rate). However, you may find that there are packages available with pre-set pricing for portfolio or website consultation.
In general, you will either be looking at a fee for a one-time session (probably $500 minimum), a longer term coaching engagement of probably $500 per month for a certain number of hours per month, or a fixed fee for a specific project. My advice - don't pay everything up front. Negotiate either monthly payments or a percentage due on completion to ensure your agreed-upon objectives are met.
The Take-Away
There's a lot of information in this article so I will summarize the key points:
- Decide up-front what you need outside help with
- Do thorough research before selecting a consultant
- There are many types of consultants with varying expertise, personalities, working styles and costs
- Ensure that they are a "fit" with your personality and working style
- Establish clear, mutually agreed upon expectations up front
- Set your budget up-front and make sure your agreed upon objectives are achieved within budget
Good luck with your search and getting the business help you need!
As an artist, how do you know when it is time to call in outside business help? Maybe you are concerned that your portfolio doesn't have the right flow, and you lack the objectivity to edit it effectively. Perhaps you feel that your website isn't generating enough or the right quality leads. You may not know where to start when it comes to articulating all your great ideas into an actual marketing plan.