How to Make It Big as a Consultant
4th Edition
Will be published approx. on 16. July 2009
Book
Paperback/Softback
320 pages
978-0-8144-1032-5 (ISBN)
Description
Getting started in consulting can be a tricky prospect. How much should you charge? What type of language should exist in the contract? How can you find clients? Written by a veteran consultant with hundreds of consulting engagements to his credit, How to Make it Big as a Consultant is filled with highly-focused, detailed advice on every aspect of starting up and maintaining a highly lucrative consulting career. Completely updated and revised throughout, the fourth edition features three new chapters on developing strategies for clients, how to lead consulting teams, and the consulting wisdom of Peter Drucker. This long-depended-upon guidebook will help any aspiring reader become the kind of outstanding consultant that clients will turn to again and again.
More details
Other editions
Previous edition
William A. Cohen
How to Make it Big as a Consultant
Book
06/2001
3rd Edition
Amacom
€36.08
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Person
William A. Cohen, PH.D. is a business professor, speaker, and President of the Institute of Leader Arts, as well as the author of numerous books, including A Class with Drucker (978-08144-0919-0).
Content
CONTENTS
Preface: The World's Foremost Consultant and His Impact
on This Book
Drucker's Consulting-How Consultants Get Started-My Initial
Ignorance about Consulting-An Academic Course in Consulting-
The Information in This Book
1 The Business of Consulting
What Is Consulting?-How Big Is the Consulting Industry?-Types
of Consulting Firms-Why Does Anyone Need a Consultant?-
Signals Indicating the Need for a Consultant-How Do Potential
Clients Analyze Consultants for Hire?-What Makes an Outstanding
Consultant?-How Much Money Can You Make as a Consultant?-
How Do People Become Consultants?-Summing Up
2 How to Get Clients: Direct Marketing Methods
Direct Methods of Marketing-Direct Mail-Cold Calls-Direct
Response Space Advertising-Directory Listings-Yellow Pages
Listings-Approaching Former Employers-Brochures-Designing
Your Brochure-Summing Up
3 How to Get Clients: Indirect Marketing Methods
The Basic Indirect Methods-Speaking before Groups-Sending
out Newsletters-Joining Professional Associations-Joining Social
Organizations-Writing Articles-Writing a Book-Writing Letters
to the Editor-Teaching a Course-Giving Seminars-Distributing
Publicity Releases-Exchanging Information with Noncompeting
Consultants-Summing Up
4 Marketing Consultant Services to the Public Sector
The Government Requires All Sorts of Consulting Services-
Consulting for the Government-How Do You Get on the
Government Bandwagon?-Federal and State Bidding Portals-
Small Business Administration-The Buying Process-The
Importance of Preproposal Marketing-The Marketing Sequence for
Government Consulting-Locating Potential Clients-Screening-
Visiting and Making the Initial Presentation-Maintaining Contact
and Gathering Intelligence-Preparing the Proposal-Negotiating
the Contract-Summing Up
5 Making the Initial Interview a Success
Looking and Acting Like a Professional-How to Build Empathy
with Your Potential Client-Seven Essential Questions-Taking
Notes-Holding off on Giving Advice-Interpreting Body
Language-Making Use of Listening Techniques-Identifying
Emotions from Facial Expressions-What to Do When the
Interview Is Over-The Company Audit-Identification of
Facial Expressions in Figure 5-1-Summing Up
6 How to Write a Proposal
Why a Written Proposal Is Necessary-How to Write a Good
Proposal-The Structure of a Letter Proposal-Opening-
Background-Objectives-Study Methods-Potential Problems-
Data Flow Charts and Product Development Schedules-The
Finished Product-Cost and Payment Information-Converting
a Proposal Into a Contract-Summing Up
7 Pricing Your Services
Price Strategies and Some Other Considerations-Three Price
Strategies-Other Considerations-Investigate the Marketplace-
01-HMBC-FM-2 3/4/09 2:32 PM Page viii
Methods of Billing-Daily or Hourly Billing-Working on
Retainer-Performance Billing-Fixed-Price Billing-Disclosing
the Fee-Summing Up
8 What You Must Know About Consulting Contracts
Why a Contract is Necessary-Developing Your Own Contract-
If Your Client Has a Standard Contract-Methods of Incurring a
Contractual Obligation-Formal Contracts-Letter Contracts-
Order Agreements-Purchase Orders-Verbal Contracts-Types of
Contracts-The Fixed-Price Contract-The Cost Contract-The
Performance Contract-The Incentive Contract-Elements of a
Contract-A Sample Contract-Summing Up
9 Planning and Scheduling the Consulting Project
The Project Development Schedule-Developing a PERT Chart-
Events and Activities-Earliest Expected Date-Latest Allowable
Date-Slack-The Usefulness of PERT-Summing Up
10 Negotiating with Your Client
Six Steps in Contract Negotiation, as Seen by Uncle Sam-
Appreciating the Goals and Objectives of the Counterparty-
Preparation:The Key to All Contract Negotiations-Be Wary of
Telephone Negotiations-The Negotiation Plan-Negotiation
Gamesmanship-Making the Other Party Appear Unreasonable-
Placing the Other Party on the Defensive-Blaming a Third Party-
The Good-guy, Bad-guy Technique-Giving up on Straw Issues-
The Walkout-The Recess-The Time Squeeze-More Negotiation
Tactics-Some General Negotiating Hints-Summing Up
11 How to Easily Solve Your Client's Problems
Peter Drucker's Method of Solving Problems with His Ignorance-
Defining the Central Problem-Listing Relevant Factors-
Listing Alternative Courses of Action-Discussing and
Analyzing the Alternatives-Listing Your Conclusions-Making
Recommendations-The Charles Benson Problem: A Case Study-
The Charles Benson Problem-Solution to the Charles Benson
Problem-The Central Problem-The Relevant Factors-
Alternative Courses of Action-Discussion and Analysis-
Conclusions-Recommendations-Psychological Techniques for
Problem Solving-Why the Subconscious Mind Can Help You-
How to Help Your Subconscious Solve Your Consulting Problems-
Summing Up
12 How to Research
The Two Basic Kinds of Research-Sources of Secondary
Research-The Library: Still a Good Bet as a Starting Point-
Examples of Simple Primary Research-More Complex Research
Problems, and How to Do Them-Personal Interview Surveys-
Mail Surveys-Telephone Surveys-Electronic Surveys-You Can
Research Anything-Summing Up
13 The Importance of Ethics in Consulting
Business Ethics: Sometimes Not Clear-cut-Ethics versus Jobs:
The Lockheed Case-The Ethics of Marketing Research-What
Washington Researchers Discovered by Surveying Their Seminar
Attendees-An Executive Recruiting Story-A Japanese View of
Duty-Ethics and the Law are Not the Same thing-Typical
Problems Pertaining to Ethics in Consulting-The Institute of
Management Consultants (IMC) Code of Ethics-Summing Up
14 Making Professional Presentations
Objectives of Presentations-Five Keys to a Successful
Presentation-Professionalism-Enthusiasm-Organization-
Practice- Visual Aids-Overcoming Stage Fright-Answering
Questions-Summing Up
15 How the Computer Has Changed Consulting
Proposals and Desktop Publishing-Need Overhead Transparencies?
No Problem!-Managing Your Practice-Direct Marketing-
Correcting Your Writing-Naming Products and Services-Making
Forecasts and Plans-Evaluating Potential Employees-Marketing
Research-Voice-Activated Word Processing Is Here!-Scanning
Documents and Photographs into Your Presentations-Instant
Communication-Some Reading Suggestions-Summing Up
16 The Internet and Consulting
What Is the Internet?-What Do You Need To Get Online?-
Preloaded Connection, Browser, and Portal Services-Internet
Connections-Researching on the Internet-How to Use Search
Engines-Evaluating and Using Your Results-Marketing on the
Internet-The World Wide Web-Once You Have Your Site
Developed,Then What?-Selecting an ISP-Selecting a Name-
Why Not a Cybermall?-How Should You Market on the World
Wide Web?-Publicity:The Number One Secret for Marketing
on the Web-Using Banners-Cyberlinks-Giving Information
Away-Why Not an E-mail Newsletter?-Books on Internet
Marketing-Summing Up
17 How to Run Your Consulting Business
Selecting the Legal Structure for Your Consulting Firm-The Sole
Proprietorship-The Partnership-The Corporation-Other Legal
Necessities-Obtaining a Business License-The Resale Permit-
Fictitious Name Registration-Clients' Use of Credit Cards-
Stationery and Business Cards-Insurance and Personal Liability-
Keeping Overhead Low-The Telephone-Fax Machines-
Anticipating Expenses-Necessary Records and Their
Maintenance-Tax Obligations-Income Taxes-Excise Taxes-
Unemployment Taxes-State and Local Taxes-Minimizing Tax
Paperwork-Sources of Additional Information-Summing Up
18 Developing Strategies for Your Client
Why My Recommended Approach to Strategy is Different-
Principles, Resources, and Situational Variables-Example: Attacking
a Market Leader's Top Product-How Lever Bros. Did It-
Integrating the Principles-Looking at Resources-Lever Bros.'
Secret Weapon-Enter the Great Depression-The Launch-Apply
the Principles Scientifically-Summing Up
19 How to Lead Consulting Teams
Why Teams Work-How Should You Lead a Team of Consultants?-
Recognizing Team Stages-Stage 1: Getting Organized-Stage 2:
Getting Together-Stage 3: Fighting It Out-Stage 4: Getting the
Job Done-Summing Up
20 Personal Consulting: Counseling and Coaching
What Exactly Is Coaching?-Different Kinds of Coaching-How
Coaching Got Started-How is Coaching Done?-Learning to
Be a Coach-Coaching Fees-Marketing Coaching Services-
Summing Up
Epilogue
Appendix A References Useful to Consultants
Appendix B Sample Consultant's Brochure
Appendix C The Consultant's Questionnaire and Audit
Appendix D Associations of Consultants
Index
Preface: The World's Foremost Consultant and His Impact
on This Book
Drucker's Consulting-How Consultants Get Started-My Initial
Ignorance about Consulting-An Academic Course in Consulting-
The Information in This Book
1 The Business of Consulting
What Is Consulting?-How Big Is the Consulting Industry?-Types
of Consulting Firms-Why Does Anyone Need a Consultant?-
Signals Indicating the Need for a Consultant-How Do Potential
Clients Analyze Consultants for Hire?-What Makes an Outstanding
Consultant?-How Much Money Can You Make as a Consultant?-
How Do People Become Consultants?-Summing Up
2 How to Get Clients: Direct Marketing Methods
Direct Methods of Marketing-Direct Mail-Cold Calls-Direct
Response Space Advertising-Directory Listings-Yellow Pages
Listings-Approaching Former Employers-Brochures-Designing
Your Brochure-Summing Up
3 How to Get Clients: Indirect Marketing Methods
The Basic Indirect Methods-Speaking before Groups-Sending
out Newsletters-Joining Professional Associations-Joining Social
Organizations-Writing Articles-Writing a Book-Writing Letters
to the Editor-Teaching a Course-Giving Seminars-Distributing
Publicity Releases-Exchanging Information with Noncompeting
Consultants-Summing Up
4 Marketing Consultant Services to the Public Sector
The Government Requires All Sorts of Consulting Services-
Consulting for the Government-How Do You Get on the
Government Bandwagon?-Federal and State Bidding Portals-
Small Business Administration-The Buying Process-The
Importance of Preproposal Marketing-The Marketing Sequence for
Government Consulting-Locating Potential Clients-Screening-
Visiting and Making the Initial Presentation-Maintaining Contact
and Gathering Intelligence-Preparing the Proposal-Negotiating
the Contract-Summing Up
5 Making the Initial Interview a Success
Looking and Acting Like a Professional-How to Build Empathy
with Your Potential Client-Seven Essential Questions-Taking
Notes-Holding off on Giving Advice-Interpreting Body
Language-Making Use of Listening Techniques-Identifying
Emotions from Facial Expressions-What to Do When the
Interview Is Over-The Company Audit-Identification of
Facial Expressions in Figure 5-1-Summing Up
6 How to Write a Proposal
Why a Written Proposal Is Necessary-How to Write a Good
Proposal-The Structure of a Letter Proposal-Opening-
Background-Objectives-Study Methods-Potential Problems-
Data Flow Charts and Product Development Schedules-The
Finished Product-Cost and Payment Information-Converting
a Proposal Into a Contract-Summing Up
7 Pricing Your Services
Price Strategies and Some Other Considerations-Three Price
Strategies-Other Considerations-Investigate the Marketplace-
01-HMBC-FM-2 3/4/09 2:32 PM Page viii
Methods of Billing-Daily or Hourly Billing-Working on
Retainer-Performance Billing-Fixed-Price Billing-Disclosing
the Fee-Summing Up
8 What You Must Know About Consulting Contracts
Why a Contract is Necessary-Developing Your Own Contract-
If Your Client Has a Standard Contract-Methods of Incurring a
Contractual Obligation-Formal Contracts-Letter Contracts-
Order Agreements-Purchase Orders-Verbal Contracts-Types of
Contracts-The Fixed-Price Contract-The Cost Contract-The
Performance Contract-The Incentive Contract-Elements of a
Contract-A Sample Contract-Summing Up
9 Planning and Scheduling the Consulting Project
The Project Development Schedule-Developing a PERT Chart-
Events and Activities-Earliest Expected Date-Latest Allowable
Date-Slack-The Usefulness of PERT-Summing Up
10 Negotiating with Your Client
Six Steps in Contract Negotiation, as Seen by Uncle Sam-
Appreciating the Goals and Objectives of the Counterparty-
Preparation:The Key to All Contract Negotiations-Be Wary of
Telephone Negotiations-The Negotiation Plan-Negotiation
Gamesmanship-Making the Other Party Appear Unreasonable-
Placing the Other Party on the Defensive-Blaming a Third Party-
The Good-guy, Bad-guy Technique-Giving up on Straw Issues-
The Walkout-The Recess-The Time Squeeze-More Negotiation
Tactics-Some General Negotiating Hints-Summing Up
11 How to Easily Solve Your Client's Problems
Peter Drucker's Method of Solving Problems with His Ignorance-
Defining the Central Problem-Listing Relevant Factors-
Listing Alternative Courses of Action-Discussing and
Analyzing the Alternatives-Listing Your Conclusions-Making
Recommendations-The Charles Benson Problem: A Case Study-
The Charles Benson Problem-Solution to the Charles Benson
Problem-The Central Problem-The Relevant Factors-
Alternative Courses of Action-Discussion and Analysis-
Conclusions-Recommendations-Psychological Techniques for
Problem Solving-Why the Subconscious Mind Can Help You-
How to Help Your Subconscious Solve Your Consulting Problems-
Summing Up
12 How to Research
The Two Basic Kinds of Research-Sources of Secondary
Research-The Library: Still a Good Bet as a Starting Point-
Examples of Simple Primary Research-More Complex Research
Problems, and How to Do Them-Personal Interview Surveys-
Mail Surveys-Telephone Surveys-Electronic Surveys-You Can
Research Anything-Summing Up
13 The Importance of Ethics in Consulting
Business Ethics: Sometimes Not Clear-cut-Ethics versus Jobs:
The Lockheed Case-The Ethics of Marketing Research-What
Washington Researchers Discovered by Surveying Their Seminar
Attendees-An Executive Recruiting Story-A Japanese View of
Duty-Ethics and the Law are Not the Same thing-Typical
Problems Pertaining to Ethics in Consulting-The Institute of
Management Consultants (IMC) Code of Ethics-Summing Up
14 Making Professional Presentations
Objectives of Presentations-Five Keys to a Successful
Presentation-Professionalism-Enthusiasm-Organization-
Practice- Visual Aids-Overcoming Stage Fright-Answering
Questions-Summing Up
15 How the Computer Has Changed Consulting
Proposals and Desktop Publishing-Need Overhead Transparencies?
No Problem!-Managing Your Practice-Direct Marketing-
Correcting Your Writing-Naming Products and Services-Making
Forecasts and Plans-Evaluating Potential Employees-Marketing
Research-Voice-Activated Word Processing Is Here!-Scanning
Documents and Photographs into Your Presentations-Instant
Communication-Some Reading Suggestions-Summing Up
16 The Internet and Consulting
What Is the Internet?-What Do You Need To Get Online?-
Preloaded Connection, Browser, and Portal Services-Internet
Connections-Researching on the Internet-How to Use Search
Engines-Evaluating and Using Your Results-Marketing on the
Internet-The World Wide Web-Once You Have Your Site
Developed,Then What?-Selecting an ISP-Selecting a Name-
Why Not a Cybermall?-How Should You Market on the World
Wide Web?-Publicity:The Number One Secret for Marketing
on the Web-Using Banners-Cyberlinks-Giving Information
Away-Why Not an E-mail Newsletter?-Books on Internet
Marketing-Summing Up
17 How to Run Your Consulting Business
Selecting the Legal Structure for Your Consulting Firm-The Sole
Proprietorship-The Partnership-The Corporation-Other Legal
Necessities-Obtaining a Business License-The Resale Permit-
Fictitious Name Registration-Clients' Use of Credit Cards-
Stationery and Business Cards-Insurance and Personal Liability-
Keeping Overhead Low-The Telephone-Fax Machines-
Anticipating Expenses-Necessary Records and Their
Maintenance-Tax Obligations-Income Taxes-Excise Taxes-
Unemployment Taxes-State and Local Taxes-Minimizing Tax
Paperwork-Sources of Additional Information-Summing Up
18 Developing Strategies for Your Client
Why My Recommended Approach to Strategy is Different-
Principles, Resources, and Situational Variables-Example: Attacking
a Market Leader's Top Product-How Lever Bros. Did It-
Integrating the Principles-Looking at Resources-Lever Bros.'
Secret Weapon-Enter the Great Depression-The Launch-Apply
the Principles Scientifically-Summing Up
19 How to Lead Consulting Teams
Why Teams Work-How Should You Lead a Team of Consultants?-
Recognizing Team Stages-Stage 1: Getting Organized-Stage 2:
Getting Together-Stage 3: Fighting It Out-Stage 4: Getting the
Job Done-Summing Up
20 Personal Consulting: Counseling and Coaching
What Exactly Is Coaching?-Different Kinds of Coaching-How
Coaching Got Started-How is Coaching Done?-Learning to
Be a Coach-Coaching Fees-Marketing Coaching Services-
Summing Up
Epilogue
Appendix A References Useful to Consultants
Appendix B Sample Consultant's Brochure
Appendix C The Consultant's Questionnaire and Audit
Appendix D Associations of Consultants
Index