GET SMART - Good questions to ask your Internet Consultant

Reprint from the July 1996 Internet Marketing Newsletter

GET SMART - Good questions to ask your Internet Consultant

You've finally decided to take the plunge. It's time to drag your company, kicking & screaming, into the 21st century and discover the business benefits of the Internet.
This shouldn't be too tough you think to yourself... I'll simply hire an expert, as you sit back an give yourself a pat on the back.
STOP right there! This is exactly the time you should pinch yourself sharply and get ready to learn something about what you're getting into. If you don't you may very well end up getting less than you bargained for.

OH, FOR A YARDSTICK
Unfortunately, there are many firms and individuals to choose from and virtually no yardstick with which to measure them. There is no certification board to check with and there isn't any firm developing World Wide Web services that's older than 3 yeas old! Indeed one can find these types of services offered by well established advertising firms as well as 16 year old high school students. And the results from both groups is sometimes surprisingly good and just as often disappointingly bad.

WHAT DO YOU WANT?
Do you know what Internet benefits your business wants? Do you know what possible benefits there are? Before putting your trust in one individual or company, try to answer these questions yourself. The answers do not need to be Internet related or full of computer jargon. The answers simply need to define your business goals, and define what would make a foray into this new medium worthwhile.

WHAT'S POSSIBLE?
I'm going to divide the answers to this question into two categories. The first category lists benefits of Internet Access, the second; an Internet Presence.
INTERNET ACCESS BENEFITS

Information on:

Industry News Competition Business Resources Current Research Subcontractors & Suppliers Potential Clients

E-mail Accessability

Software Availability
INTERNET PRESENCE BENEFITS

Corporate Image Enhancement
Improved Investor relations
Prospect Qualification
Customer Service Provisions
Product Sales
Receive Valuable Feedback
Note: Additional discussion of these benefits can be found at this resource:
http://www.qgm.com/home/ontheweb/

WOW - I WANT IT ALL!
Careful... the most effective marketing campaigns are targeted. Now that you have some small idea of the possibilities it is time to discuss the goals that are important to you with prospective Internet consultants.
Ask prospective Internet Consultants the following questions:

HOW LONG HAVE YOU BEEN IN BUSINESS? IS IT A FULL TIME VENTURE?

Don't be too critical here, but determine if this is a serious venture as opposed to the hobbyist. Answers like "Well, I thought it would be fun to try this" or "I'm just doing this on the side" should make you wary.

WHERE CAN I SEE EXAMPLES OF YOUR WORK?

Never buy anything sight unseen. If you are contracting for an Internet presence including Web Site development, take a careful look at what they've done.

WHAT IS YOUR MARKETING BACKGROUND?

Again, establishing an Internet Presence is a marketing effort. The medium may be the Internet, but basic marketing rules still apply as well as a few new ones particular to this medium.

CAN I CALL YOUR CLIENTS TO ASK HOW EFFECTIVE YOUR WORK HAS BEEN?

Anything but an enthusiastic "YES!" should make you nervous. Realize that any business will eventually have a client who is impossible to please, but it should be the rare exception and not a recurring theme. Then make the calls.

WHAT ARE YOU WORKING ON CURRENTLY? CAN I CONTACT THEM?

This should give your prospect an opportunity to tell you about the work that they are most enthusiastic about. It's this enthusiasm (or lack of it) that you will be purchasing. Be on the lookout for signs of negativity or customer relations problems. Make the call.

HOW DO YOU BILL FOR YOUR SERVICES

Much of this work is providing expertise and creative talent. Flat fees suggest only one level of service available. A seasoned veteran should be able to discuss various levels of service and focus on the key client requirements. Look for the ability to accomplish your goals using different methods depending on the arrived at budget. And unless you're Jack Benny, try to remember the old adage: "The only thing worse than paying too much, is paying too little."

WHAT WILL YOU SUBCONTRACT? HAVE YOU WORKED WITH THEM BEFORE?

The skills required to provide Internet related services are many. There are very very few firms that contain all the expertise needed in-house. You want to ascertain that the various individuals can not only successfully perform, but that they can perform as a team for your benefit.

WHY SHOULD I HIRE YOU?

The answer to this question should tell you if this prospect has been listening to your needs. It is also where you will discover the focus of the prospects motivation and the particular skills that they specialize in. Make sure the answer matches your needs.

Asking these questions may not be a guarantee of good service, but not asking them is an invitation for trouble. In addition to these questions use your already developed business sense when choosing a consultant and your chances of success are greatly improved!

The Author, Gary E. Torello, is President and founder of QGM, an Internet based marketing company that specializes in assisting other businesses get the most out of their involvement on the Internet.