When choosing consultants, call them up and have a phone
conversation with them. Ask them about their process and their
experience. Make sure to see if the services they offer match
your needs, as not all consultants perform the same services.
Additionally, check the consultant’s background to make sure
that his or her experience is related to the task at hand.
For instance, your project may involve talent development,
but few consultants are truly trained or experienced at helping
talent grow their vision. A consultant’s direct experience may
not be related to your area of photography. For example, some
consultants come from an agency art-buying background. While
they might be perfectly suitable for an advertising shooter, their
advice might not be appropriate for an editorial, corporate, or
consumer portrait photographer. Finally, watch out for those
few consultants who see consulting as a “part-time money-
making opportunity” or reps who are looking to supplement
their income. You deserve a full-time consultant who has dedi-
cated his or her time to consulting in order to bring you the
best, most up-to-date information.
During your conversation see how comfortable you feel
with the consultant. This is the person who will be guiding you,
and, while you do not need to be best friends, it is important to
feel at ease asking the person questions and sharing your ideas.
Consultants generally have hourly fees for short-term work
and should be willing to offer you a written proposal for any
long-term projects. It is important that you and the consultant
have a clear sense of the project at hand and agree about the
steps to take to reach your goals.
I suggest that you always ask for recent references. Make
sure to call them and ask the following questions:- Did the consultant perform the services agreed to?
- Did he or she service appointments in a timely manner?
- Was he or she easy to work with?
- Did the consultant have his or her own agenda or were you
and your business the focus? - Would you work with the consultant again?
What you don’t want to ask was whether the consultant
“made them money.”CHAPTER12 / WHOISRIGHT FORYOU?Chapter 12.qxd 6/25/07 7:10 AM Page 75