I remember sitting across from a first-time candidate who had just hired what she thought was the perfect general consultant. “He’s got an amazing track record,” she told me excitedly. “He’s won dozens of races!”
Then I asked her a simple question: “When was the last time you actually spoke with him?”
Her smile faded. “Well… I’ve been working with his junior associate for the past three weeks.”
Here’s the thing about hiring a general consultant – it’s not just about their track record or their fancy client list. It’s about finding someone who will be your strategic partner, your guide through the campaign maze, and yes, someone who will actually show up when you need them.
Let me tell you a story that perfectly illustrates why this matters. Last year, I worked with two candidates running similar races. The first hired a big-name consultant who promised to “handle everything.” The second hired someone less famous but who spent hours understanding her district, her voters, and her unique challenges.
Guess which consultant actually helped their candidate win?
As management guru Peter Drucker once said, “Management is doing things right; leadership is doing the right things.” That’s exactly what a good general consultant does – they help you focus on the right things, while your campaign manager handles the day-to-day execution.
I recently watched a school board candidate interview potential consultants. The first one walked in with a pre-packaged plan – the same one they’d used in dozens of other races. The second consultant spent the first thirty minutes just asking questions about the district.
That difference matters. Your consultant isn’t just selling you a service; they’re becoming your strategic partner. They need to understand your race, your voters, and your goals.
Here’s a success story I love sharing. A city council candidate I worked with had a brilliant campaign manager – organized, efficient, great with volunteers. But they were struggling with the bigger picture. Where should they focus their resources? Which voters should they target? What messages would resonate?
That’s where their general consultant came in. Instead of trying to micromanage the campaign, the consultant focused on answering these strategic questions and letting the campaign manager execute the plan. The result? A well-oiled machine that knew exactly what it needed to do – and how to do it.
Want to know the biggest red flag I see? Consultants who promise guaranteed wins. I recently heard a consultant tell a first-time candidate, “With my strategy, there’s no way you can lose.”
I’ve been in politics long enough to know that nothing is guaranteed. Good consultants don’t sell certainty – they provide expertise, guidance, and honest feedback.
Other warning signs I’ve seen:
The best consultant-candidate relationship I’ve ever seen wasn’t between a famous consultant and a high-profile candidate. It was between a relatively unknown consultant and a first-time candidate who met every week to review strategy, adjust plans, and tackle challenges together.
They won by 12 points in a district everyone thought was unwinnable.
Think about it this way: your general consultant is like a GPS for your campaign. They should:
But remember – even the best GPS is useless if you can’t understand its directions or if it’s not actually turned on when you need it.
Let me share something that might surprise you. Last year, I had coffee with a well-respected consultant who was clearly exhausted. “I’ve taken on too many races,” he admitted. “I wanted to help everyone who asked, but now I’m spread too thin.”
This is a side of political consulting that candidates rarely see. The business is incredibly challenging:
I’ve watched good consultants fall into common traps:
One consultant I know started taking on campaign management work when clients couldn’t afford both a consultant and a manager. His strategic work suffered, his management work was inadequate, and everyone lost out.
Here’s the thing – most consultants genuinely want to help candidates win. They’re passionate about politics and making a difference. Sometimes this passion leads them to overcommit, even when they know better.
Your general consultant shouldn’t just be a name on your campaign literature. They should be a partner in your success, someone who brings expertise and strategic thinking to your campaign while respecting the role of your campaign manager and team.
But remember – they’re also running a business in a tough industry. The best consultant relationships happen when both sides understand and respect each other’s challenges and limitations.
Let’s Talk About Your Campaign Strategy
Every race is different, and I’d love to hear about yours. Are you looking for a general consultant? Wondering how to make the most of your consulting relationship? Let’s talk about building a strategic partnership that works for your campaign.
Want to discuss your campaign strategy over coffee (virtual works too!)? Choose a time or reach out at Sean@VOTEGTR.com. I’m always happy to share ideas and help good candidates find the right strategic support for their race.
