1. Ask them to define marketing. Many people call themselves marketing consultants but cannot even properly explain the term. Marketing, in its simplest form, is everything your organization does to satisfy the needs and wants of your “market” (actual and potential buyers of your product or service). Subsets of marketing include public relations and sales.

2. Ask about their credentials and experience. Are they truly marketing consultants, or are they no more than a public-relations firm? Most qualified marketing consultants have degrees in marketing, not communications, and many have graduate degrees. They also should be able to select marketing components that will work best for your needs.

3. Choose a specialist for your type of business. Why pay for a generalist when you can have someone who truly understands your market and how to motivate buyers? Ask them what they have done for similar businesses, including strategies and results. Then check with these clients and ask for their impressions.

4. Choose someone with a business background. Business professionals understand the need for cost-effectiveness and return on investment. The best marketing consultants have a base education and experience in business, supplementing it with an excellent understanding of marketing management and how to generate name recognition and sales.