The Insights Blog

Hiring a Search Consultant? Ask these Questions

You need to hire an agency.

Something happened. Maybe sales, revenue or market share are declining. Perhaps there is new competition threatening your business. Or you have new needs that your current agency can’t support. Maybe your current agency isn’t cutting it. Your firm may have new leadership, or maybe you are the new leader and you want your own team.

Regardless, you need a new agency and you don’t have the time or experience to lead the review. And everyone else on your team is working overtime on other critical initiatives. You need help.

Have no fear – there IS help available. There are fine Search Consultants that will serve you with distinction. Mercer Island Group is one of the best-in-class firms. And, if for any reason you don’t want to hire us or if we are currently working with a competitor, we’re happy to refer you to other fine firms. But – buyer beware!!! There are also Search Consultants with less experience, lower standards, flimsier processes and some even have questionable financial dealings.

Ask these questions and you will dramatically increase your odds of success!

1. How many searches has the Search Consultant successfully completed in the past 5 years? In the past 3 years?

Answers you’re looking for: You want proof of performance, experience and stability. Expect the right firm to have completed at least 5 to 10 searches per year over an extended time period. For example, at Mercer Island Group we have been averaging over 20 searches per year in recent years.

2. Does the Search Consultant charge agencies to win a search or be engaged in a search, included in a database or highlighted in a newsletter?

Answers you’re looking for: No, no, no and no. Do not hire a Search Consultant that charges agencies for any of these items. Knowledge of the agency world is a key aspect of the Search Consultant’s job. The client should be the only payee. Any other approach confuses who the actual client is!

3. Are they present in tissue sessions and finalist presentations and provide counsel to the client?

Answers you’re looking for: Yes! That is the only answer that makes sense. A Search Consultant that does not attend those key meetings can’t be an effective advisor.

4. What is their point of view regarding successful partnerships, the importance of strategy, the importance of chemistry, category experience, effective creative and modern function-specific capabilities?

Answers you’re looking for: You want to hear and understand their POVs in order to make sure you and the Search Consultant share compatible philosophies and worldviews. And you should expect your Search Consultant to have deep expertise in any capability for which they are guiding searches.

5. Will the Search Consultant modify their process significantly to cater to client requests?

Answers you’re looking for: This one is tricky! You want your Search Consultant to have a proven base methodology as well as be open to modest tailoring of the process to meet client needs. At the same time, you do not want your Search Consultant to agree with any crazy idea you may have.

6. Can the Search Consultant provide 6 or more references from the past two years?

Answers you’re looking for: The right answer is “yes”. Or “sure, would you like more than 6?”

Agency Search is a challenging area that requires deep expertise and knowledge. Ask for the references. Pass if they resist, as something is wrong if they push back on the request. And then check all of them! And be thorough: prepare (and use!) a discussion guide that reflects your needs and expectations.

7. What is the Search Consultant’s attitude towards working with procurement?

Answers you’re looking for: You want your Search Consultant to respect procurement and to look forward to partnering with them. Period.

8. How does the Search Consultant approach negotiations, and what resources do they have to support the negotiation?

Answers you’re looking for: The Search Consultant should approach negotiations in a win/win manner that delivers on the client’s business need, competitive with the marketplace and still enables the agency can make a reasonable margin. The consultant should confirm they have access to a deep database of industry rates for similar scope deliverables.

9. What is the Search Consultant’s policy regarding confidentiality and the media during the review?

Answers you’re looking for: The confidentiality question has a simple answer: the Search Consultant will only disclose their client’s identity when under NDA with prospective agencies – or with anyone else! We also advise clients to be very wary of discussions with the media or enabling a consultant to publicize the review during the review. No one is served by this practice other than the trade journals and the consultant.

10. Finally, of course inquire about the Search Consultant’s process, rough timeline, any guarantees, cost and specific category or function experience.

Answers you’re looking for: These are largely subjective questions. Use your gut to evaluate the answers. And be sure to ask follow-up questions – like why? How does that work? What could go wrong? What would we do about that? One of my favorite questions is the “guarantee” question. Please ask us!

Steve Boehler, founder, and partner at Mercer Island Group has led consulting teams on behalf of clients as diverse as Ulta Beauty, Microsoft, UScellular, Nintendo, Kaiser Permanente, Holland America Line, Stop & Shop, Qualcomm, Brooks Running, and numerous others. He founded MIG after serving as a division president in a Fortune 100 when he was only 32. Earlier in his career, Steve Boehler cut his teeth with a decade in Brand Management at Procter & Gamble, leading brands like Tide, Pringles, and Jif.

The Insights Blog

Hiring a Search Consultant? Ask these Questions

Hiring a Search Consultant? Ask these Questions

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