Should I get a consultant’s advice?

Monday, November 3rd, 2008

Dear Norm,
About a year ago I moved to Florida from the northeast, where I had owned a few photo-processing shops. In Florida I bought a commercial-printing business. I’ve been putting in eighty-hour weeks, learning the basics. Now I’m ready to start advertising, but I’m worried about making a major mistake, especially when it comes to pricing. Should I hire a consultant to advise me?
Sam

Dear Sam,
I certainly wouldn’t. You have business experience, and your instincts are better than those of any consultant you can find. Besides, you probably wouldn’t—and shouldn’t—follow a consultant’s advice if you don’t agree with it. So why pay somebody to give you advice that you won’t listen to if it’s different from what you think? Instead, I’d research the industry. Find out who your competitors are, what they’re charging, what kind of quality and service they offer, and so on. Then make your own call.
Yours truly, Norm

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