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-
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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
