Why Every Business Can Benefit From Consultants

Bringing a product to market is no easy task. Developing a successful product of ten includes extensive market research, multiple formulation iterations, time-consuming ingredient sourcing, pain staking scientific substantiation, and detailed compliance with government regulations. The product needs a compelling name and, for finished goods, an attractive package design. And that’s just getting it ready for market.

Spreading the word about the product— through a branding campaign, promotional materials, advertising, public relations and trade show events—and getting the needed distribution and sales is a monster of a job. Then comes protecting everything you’ve worked so hard to create—something that requires an intimate knowledge of intellectual property, trademark and patent law. It’s enough to overwhelm just about any executive. That’s why an increasing number of decision makers are turning to consultants to make their jobs easier, product launches more effective and companies more profitable.

According to a new survey commissioned by www.Sologig.com and performed by Harris Interactive, a full 55 percent of companies have either used freelance or independent contractors or have plans to do so in the future. Of those 55 percent, one in five say they are relying on independent talent today more than they did a year ago, due to the shortage of qualified labor.

Indeed, qualified labor is probably the biggest benefit a good consultant can bring to the table. Unlike employees, who usually have a general yet somewhat surface knowledge of many different subjects, consultants tend to have in-depth expertise in one particular area, such as intellectual property law or food safety programs. “There are only so many areas of specialization that a company can cover, and not all circumstances fit those specialties,” said Bruce Roberts, principal of Flavorbiz LLC, Copley, Ohio. “When a new problem or opportunity presents itself, it’s prudent to go outside of the organization to acquire that particular knowledge base.”

Consultants provide other advantages as well. Since they work with many companies day in and day out, they can offer an objective viewpoint when analyzing a situation. Their highly specialized knowledge makes them extremely efficient, meaning they can get projects done fast. And because they’re not personally enmeshed in the business, consultants can stay cool, calm and collected in the face of fiascos, making them perfect for handling crisis management.

While many people think of consultants as expensive, the good news is when you hire a consultant, you get access to their highly specialized knowledge only for as long as you need it. Putting someone on payroll with that level of expertise would be cost prohibitive, especially after factoring in taxes, benefits, equipment, office space and 401K matches. In fact, a good consultant can increase a company’s sales and profits by helping with business strategy, marketing promotion or sales generation.

Who should hire consultants? “Every company, no matter what the business segment, should use a consultant service in some fashion,” said Dan Mishkind, principal of Pure Branding, Leverett, Mass. “They should, however, find consultants that are experts in the same segment as the company, the reason being that they have a greater wealth of knowledge specific to the business.”

So how do you find a consultant who knows the industry? The Consultants Association for the Natural Products Industry (CANI) is a good place to start. Established in 1991, CANI is a non-profit association of over 40 consultant members who work in all aspects of the natural products industry covering dietary supplements, food science, and functional foods and beverages. There are strategic consultants, who help with things like business strategy and development, branding and government regulations. And there are tactical consultants, who focus on specific projects, such as product development, ingredient sourcing, plant reviews and flavor enhancement. CANI has an online member directory (www.CANI-Consultants.org) and a home office at (559) 325-7192. CANI is also hosting an “Ask the Experts” venue during SupplySide West, Nov. 7 and 8, in Las Vegas. Attendees can enjoy one-on-one informal interaction to gain tips and advice. 

Sara Lovelady is Wordgirl ®, a freelance copywriter superhero specializing in natural products. Visit her Website at www.Wordgirl.biz or contact her by e-mail ([email protected]) or phone (541-482-0257).