A strategy partner should help you decide what to do and why. Before comparing retainers, establish whether the provider will investigate the business or simply sell a predetermined package.
Look for a diagnosis
Ask what information the provider needs about customers, services, inquiries, website performance, and sales follow-up. A credible recommendation should connect a business problem to a proposed action. If the answer is the same channel mix for every company, ask what would cause that recommendation to change.
Ask for alternatives
Have the provider compare two plausible approaches and explain the tradeoffs. For example, improving existing service pages may address a different constraint from launching advertising. Ask what can be learned first, what depends on internal staff, and which assumptions remain untested.
Check implementation boundaries
Determine whether the engagement includes execution or only advice. Name the people responsible for writing, design, technical changes, measurement, and responses to inquiries. A strategy that no one can implement will not resolve the original problem.
Evaluate the review process
Agree on how decisions will be revisited and what information is required. Keep access to the underlying accounts and reports. Avoid accepting a promised ranking or lead total as a substitute for a reasoned plan.
Prepare with the strategy checklist and compare resources with the budget guide. If website or tracking problems make the baseline unclear, request a technical review.