How to Become a Consultant
Written for the business manager of middle or senior rank who is contemplating a career move from corporate to self-employment this book describes how to set up a consultancy practice with little financial outlay and take advantage of a growth market. Emp
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Also by B. H. Elvy
MARKETING MADE SIMPLE SALESMANSHIP MADE SIMPLE
Ho-w to Become a Consultant B. H. Elvy
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©B. H. Elvy 1993 Softcover reprint of the hardcover 1st edition 1993 978-0-333-58575-7 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No paragraph of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, 90 Tottenham Court Road, London WlP 9HE. Any person who does any unauthorised act in relation to this publication may be liable to criminal prosecution and civil claims for damages. First published 1993 by THE MACMILLAN PRESS LTD Houndmills, Basingstoke, Hampshire RG21 2XS and London Companies and representatives throughout the world
ISBN 978-1-349-13090-0 (eBook) ISBN 978-1-349-13092-4 DOI 10.1007/978-1-349-13090-0 A catalogue record for this book is available · from the British Library.
Contents Preface 1
2
3
ix
Who Needs Consultants?
1
Why Firms Use Consultants
1
Opportunities for Consultants
2
The Future for Consultancy
6
The Attractions of Becoming a Consultant
7
Personal Qualities that can Influence Success
8
Setting up your Consultancy
11
Define your Speciality
11
Define your Geographical Area
11
Assessment of Your Market
11
A Business-like Attitude
12
How Will You Operate?
13
Your Business Name
14
Statutory Requirements
15
Funding and Securing Financial Support
17
The Business Plan
19
Choosing an Accountant
19
Choosing your Bank Manager
20
Administration
22
Time Management
27
Building your Client Base
29
SWOT Analysis
29
The Marketing Plan
30 v
Contents
vi
4
5
6
The Cost of Marketing
32
Researching your Target Market
33
Promoting the Practice
33
Public Sector Consultancy
40
Reviewing your Marketing Progress
41
Selling the Service
45
How to Get an Appointment
45
The Assessment Interview
48
Selling versus Negotiation
53
Benefit Selling
53
Buying Signals
55
Dealing with Objections
56
Closing the Interview
57
The Assignment Meeting
59
An Initial Clientele
59
Purpose of the Assignment Meeting
60
Assignments You May Be Better Off Without
66
Time Estimating
69
Preparing your Proposal
71
Influencing Factors
71
Setting Fees
73
Expenses
76
Settlement Terms
77
Gratuitous Services
77
Proposal Format
77
Proposal Follow-Up
79
Contents 7
8
9
Conducting the Assignment
vii 81
Terms of Reference
81
Objectives
81
Preparing the Work Programme
83
Relations with Client's Personnel
83
Active Listening
84
Relations with Client's DMU
85
The Company Ethos
86
The Current Situation
86
Influencing Elements
87
Diagnosing the Problem
88
Logical Thinking
89
Imaginative Thinking
90
Preparing the Recommendation
91
Solutions Analysis
91
Two Schools of Thought
94
Resistance to Change
94
Dealing wi
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