Marketing consultant is someone who truly understands that marketing is crucial to business success and penetration. Marketing and innovation are the two drivers of prime value. Everything else is an extension. We know that technologists would disagree with that today and we are not going to argue it. But in a pure sense, marketing is the critical force that drives the flow of revenue into the business, keeping it going and growing. It keeps the business valuable and it is really a composite of a lot of things. It is a function of a strategic positioning or multi-positioning because you can go after many different segments of a market.
It is the vehicle that you use to reach that market. It’s the positioning and the proposition you incorporate into those vehicles. It is the way that you target and you identify the markets that you want. Distinction, differentiation and the animation, the way that you really articulate. Demonstrate the distinctive benefit, advantage, enhancement, or protection that your product or service provides.
It’s your ability to prove and establish trust. Your ability to take a highly qualified, prospective client and then systematically and sequentially move them from prospect to buyer. Then, depending on your business model and your product service model, get them to continue buying more or different. It’s finding different ways to add value and monetize it. It’s being able to educate people not just in the elements of your product or service but how your product or service impacts them.
It is figuring out the client’s definition of value and being able to resonate to it and also it’s the ability to clearly understand what, why, and how they’re trying to achieve an outcome through the acquisition of the product. It’s the ability to demand preeminence even if you’re at the lowest price in the market. It’s the ability to truly understand, appreciate, and respectfully admire the buyer you’re selling to; you have to have a connection with them. It’s the ability to clearly understand everyone and everything you’re competing against so that you know how to add value and how to distinguish and how to meaningfully compensate.