How to Succeed As an Independent Consultant

ISBN-10: 0471469106
ISBN-13: 9780471469100
Edition: 4th 2004 (Revised)
List price: $34.95
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Description: No matter what your field of expertise, this book will help you win clients through a variety of practical, proven techniques you'll find only here. Packed with real-world, effective business-driving tactics-as well as up-to-the-minute advice on  More...

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Book details

List price: $34.95
Edition: 4th
Copyright year: 2004
Publisher: John Wiley & Sons, Incorporated
Publication date: 3/22/2004
Binding: Hardcover
Pages: 432
Size: 5.75" wide x 9.50" long x 1.25" tall
Weight: 1.430
Language: English

No matter what your field of expertise, this book will help you win clients through a variety of practical, proven techniques you'll find only here. Packed with real-world, effective business-driving tactics-as well as up-to-the-minute advice on getting the most out of new technologies-this helpful guide will show you how to market yourself in new ways, soar over IRS hurdles, and grow your home-office operation into a thriving practice.

HERMAN HOLTZ was a nationally recognized authority on business and consulting, and the author of more than forty-five business and professional books.DAVID ZAHN is a preeminent authority on consulting. He is the cofounder of Clow Zahn Associates, a consultancy whose clients have included Kraft, Coors, Hallmark, RJ Reynolds, Johnson & Johnson, Campbell's, Tropicana, Dr. Pepper, Ocean Spray, Nabisco, and many others.

Preface
Why a new edition is needed now
The general economic atmosphere and its influence
New areas to be considered
The IRS versus the onsite contractor
The plight of today's retirees
The explosion of pertinent technology
The need for enhanced marketing
New information in this edition
Author note
Introduction
Increasing need for consultants
Do consultants have an identity crisis?
How consultants specialize
How definition relates to consulting (marketing) success
The more important view: That of the client
What Does (Should) a Consultant Do?
Computers and data processing
The aerospace industries
The consultant organization
The consultant company
Hybrids
The consultant as a self-employed independent
Suitable fields and services
Seizing Opportunity
Your consulting specialty versus your marketing needs
What does it take to be a consultant?
The skill of a consultant
The avenues of specialization
Consulting assignments evolve
Consulting as a Second Career
What is a "second career"?
Almost any skill/knowledge/experience can be the basis
Marketing--getting clients
What kinds of clients to pursue
Marketing your services
Plowing new fields
Consultants as temporaries
Finding assignments
Companies for seniors
Why Do So Many Consultants Fail? How to Succeed
The roots of failure
The common mistakes of neophyte consultants
The basic tradeoffs
How specialized should you be?
Specialize and diversify
Marketing
The ten laws of survival
The consultant's image
A Few Keys to Success
The art of listening
Deciding what business you are in
The key to the definition
The two basic sales situations
The independent consultant: Specialist or generalist?
Do's and don'ts, especially for the first year
Founding the Consulting Practice
If you had it to do over
General considerations such as licensing
The matter of a business name
What type of business organization should you use?
Do you need a lawyer?
Do you need an accountant?
Do you need a business plan?
Some general observations about business plans
Generalized outline
Finances, Taxes, and Related Problems
Using what your accountant tells you
The information you need
Some common mistakes
Some basic rules
Basic cost centers and cost definitions
Insurance
Taxes: Avoidance is legal
Marketing and Sales: Finding Leads and Closing Them
Success in marketing is always a tonic
What is marketing?
Discovering what clients wish to buy
"I know it when I see it"
Creating needs--FUDs
Face-to-face closing
Qualifying prospects
Releases, Brochures, and Other Materials
Marketing and messages
Releases and newsworthiness
Brochures as marketing tools
Other sales materials
A word on e-mails
The New Marketing
Recession or "adjustment"
The good news
What's wrong with the "old" marketing?
Is mass marketing dead?
Why consulting is not sold via mass marketing
The marketing database
Networking for clients
Miscellaneous marketing considerations
Brokers, job shops, subcontracts, and the IRS
Technical services firms
Marketing to the Public Sector: Federal, State, and Local Government
A brief glimpse of government markets
What governments buy
How governments buy
The procurement system
Market research
Subcontracting and other special marketing approaches
Forms
Proposal Writing: A Vital Art
The evolution of modern proposal practice
What proposals call for
Why proposals are requested
The elements of the RFP
The response
Kinds of information an RFP asks for
What is a proposal?
Proposal scenarios
Who must you sell?
Public- versus private-sector proposals
The evaluation system
The protest process
Sole-source procurement
Proposal formats and rationales
Format and general rationale
The necessary impact
Strategy and its evolution
Functional flowcharts
A few odds and ends
The Initial Meeting with the New Client or Prospect
Have a clear understanding from the beginning
Be a dignified professional--always
Sell without the hype
Selling is consulting
Pricing problems
Where to conduct initial meetings
Things to settle at the first meeting
Follow up
Negotiations, Fees, and Contracts
Fees, costs, and profits
Standard rates
Calculating overhead
What should your overhead rate be?
Private-sector parallels
Government contract negotiation
Private-sector contract forms
What is a contract?
Potential hazards
Alternatives to formal documents
The informal contract or letter of agreement
Annual retainers
Negotiating tips, tactics, and gambits
Consulting Processes and Procedures
The art of listening
The art of listening part 2
Value of solution
Listening as a hired consultant
A basic approach to all analysis: Function
Final Reports, Presentations, and Other Products
Written reports: Products of the consulting project
Verbal reports and presentations
Other products
Finding a measuring stick
Fees and Collections
Cash flow is a problem for everyone
Warning flags
Credit card convenience--and inconvenience
Collections
Collecting from government clients
Skills You Need: Making Presentations
Consulting: Business or profession?
Public speaking
The notion of born speakers
Planning the presentation
A few presentation principles
Skills You Need: Writing
Writing skills for the consultant
Research and data gathering
The draft
Additional Profit Centers: Writing for Publication and Self-Publishing
Consulting means different things to different consultants
What are profit centers?
Why other profit centers?
The common denominator
Writing for profit
Publishing your own book
Marketing books
Other marketing means
Other publishing ventures
Additional Profit Centers: Seminars and Public Speaking
Speaking for profit
The public speaking industry
The seminar business
Marketing the seminar
Consulting and New Technologies
The new meaning of independent
Desktop computers
The most popular functions
Desktop publishing
Database and spreadsheet functions
Communications software
Graphics developments
Printers
Modems
Facsimile machines
Tape drives, copying to CDs, and backing up
The computer as a general aide
Business Ethics in Consulting
A standard of conduct
Conflicts of interest
Fees and related ethical considerations
Ethics and fees
A recommended code
The Reference File
Books on retirement and second careers
Books on writing and publishing
Books on public speaking
Other books of interest
Periodicals of direct interest
Wholesalers and distributors
People and organizations in public speaking
Convention managers and planners
Speakers associations
Mailing list brokers
A few tips on writing direct mail copy
Associations of consultants
Miscellaneous resources
Internet resources
A few seminar tips
Proposal do's and don'ts
Outline for the preparation of a business plan
Index

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