The Unwritten Rules of Becoming an Exceptional Marketing Consultant

Marketing / By

Every business dreams of having a marketing consultant who not only understands their needs but anticipates them. If you’re stepping into this role or looking to elevate your consultancy game, you need more than just marketing savvy—you need to build rock-solid client relationships and deliver value that consistently exceeds expectations. 

 

Let’s break down exactly what separates an average consultant from an exceptional one, inspired by two top-performing marketers recently featured on E112 of Five Dubs: Marketing Pros, highlighting them as finalists for the MDDC Press Association’s Salesperson of the Year Award. 

IT'S ALL ABOUT RELATIONSHIPS—SERIOUSLY

You could be the Einstein of marketing, but if your relationship-building skills are subpar, you won’t last long in this industry. Nicole Allen from Baltimore Fishbowl nailed it when she explained her approach: clients don’t owe you their business. It’s your job to gently knock, not hammer the door down. Nicole’s secret sauce is a blend of genuine empathy and patience, respecting her clients’ decisions and never pressuring them. She becomes a trusted advisor, not just another salesperson. 

LISTEN FIRST, TALK SECOND

Great marketing consultants understand that listening is a superpower. Take Blake McCoy from The Catholic Review, who stresses the importance of deeply understanding your client’s business. You can’t genuinely help someone unless you first know their challenges, goals, and the audience they aim to reach. Blake’s approach involves meticulous preparation and insight-driven conversations that build lasting trust. 

KNOW YOUR AUDIENCE INSIDE OUT

Nothing irritates clients more than a marketing consultant who lacks understanding of their audience. Nicole excels here because she knows precisely who Baltimore Fishbowl reaches and what content resonates with them. She regularly taps into reader feedback, surveys, and data analytics to guide editorial and advertising decisions. This deep audience insight allows her to offer marketing solutions that genuinely work, not just ones that look good on paper. 

SELL SOLUTIONS, NOT ADS

Clients aren’t interested in “buying ads.” They’re interested in solving problems. When you’re pitching, frame your approach around how your marketing strategy directly solves their specific pain points. Blake highlighted this perfectly by describing his consultative approach to helping businesses see advertising as an investment rather than an expense—providing brand awareness and consistent visibility instead of instant, unrealistic metrics. 

MASTER TIME MANAGEMENT

The most successful marketing consultants are time-management ninjas. Nicole’s practice of achieving “inbox zero” is brilliant—every email addressed and filed. Tasks are prioritized based on maximum productivity. Administrative tasks on Monday morning, cold calls strategically scheduled, and client meetings planned meticulously. If your inbox looks like a disaster zone, your results probably will too. 

TRANSPARENCY AND INTEGRITY WIN EVERY TIME

Transparency isn’t just an ethical stance—it’s smart business. Blake underscored the importance of setting realistic expectations. When a client asks, “How many sales will this ad bring in?” honesty is your best bet. Clarify how metrics like brand recall, visibility, and customer engagement genuinely impact their bottom line. Educate your clients instead of inflating promises. Your integrity becomes your strongest sales pitch. 

STAY ADAPTABLE OR RISK OBSOLESCENCE

The marketing landscape changes faster than a trending TikTok dance. Your job as a consultant is to stay agile and adaptable. Nicole’s Baltimore Fishbowl continuously evolves, listening carefully to what their readers want—expanding coverage to match audience interests. Similarly, Blake recognizes shifts in his publication’s demographic and is actively pursuing younger audiences through digital and social channels. Embrace change, don’t fight it. 

LEVERAGE YOUR RESOURCES INTELLIGENTLY

As Nicole astutely pointed out, leveraging high-authority platforms is gold. When you advise clients, demonstrate how sponsored content or strategic partnerships with trusted local media significantly amplify SEO and brand visibility. You’re not just selling space; you’re offering a powerful boost to their overall digital footprint. 

DEVELOP "SALES KARMA"

Nicole beautifully summed up her approach as “sales karma”—the belief that hard work always pays off, even if the payoff isn’t immediate or directly traceable. When things get tough, double down on your effort. Each call, email, and thoughtful follow-up contributes to a cumulative effect that eventually results in sales and solid relationships. Patience, persistence, and positivity make up your marketing consultant mindset trifecta. 

FINAL THOUGHTS: MORE THAN JUST A CONSULTANT

At the end of the day, exceptional marketing consultants act as strategic partners, not just external vendors. They genuinely care about their client’s success, adapt proactively, deliver honest guidance, and continuously learn. If you’re aiming to elevate your consultancy practice, embody these unwritten rules, and your clients won’t just see you as a marketer—they’ll see you as essential.