Characteristics of a Great Client

By Lisa Heay, Marketing Planning Manager at Heinz Marketing
My career began as an in-house marketer. Prior to my consulting days, I didn’t know how consultants did what they did.  I had this misguided vision of consultants being these experts that knew absolutely everything about their field. There must be some kind of agency handbook for each industry they could reference with all the answers, right?
But now, being on the other side, I know that’s silly.  We don’t know all the answers.  There is no handbook—much to my dismay.  We’re just regular people with experience and interests in a certain area.  Sometimes we get asked tough questions and must tell clients, “That’s a great question – I don’t know the answer right now, but I’ll look into it.”  That’s our job – we turn around and put in the work to figure it out.  Sure, we pick up some expertise along