How to Be a Successful Consultant
Be a Successful Consultant: An Insider Guide to Setting up and Running a Consultancy Practice
Susan Nash
HOW TO BOOKS LTD
Contents
Preface Section One ^ Getting Started Chapter 1 ^ Setting the scene
Game plan The business environment in the new millennium The Shamrock Organization The new self-employed market Defining consulting Working for a consulting firm Case studies Checklist Scorecard
viii 1 3
3 3 4 5 6 9 11 13 13
Chapter 2 ^ Evaluating your ¢t
Game plan Being realistic about consulting Advantages and disadvantages of consulting Characteristics of successful consultants Consulting and the four temperaments So do people enjoy being self-employed? Checklist Scorecard
14
14 14 15 17 26 33 34 35
Chapter 3 ^ What type of consulting business are you running?
Game plan Why define your business before jumping in? Defining your vision Defining strengths and weaknesses Identifying your unique selling proposition SWOT analysis Establishing key result areas Checklist Scorecard
36
36 36 37 41 44 46 49 57 57
Chapter 4 ^ Establishing your business direction
Game plan Writing a business plan Deciding your legal structure Setting objectives v 59
59 59 66 70
vi / Be a Successful Consultant
Establishing milestones Organizing systems Checklist Scorecard
75 77 78 78
Section Two ^ Getting clients Chapter 5 ^ Marketing your business
Game plan Creating your marketing plan Conducting market research Establishing marketing objectives Segmenting the market Defining your product or service: the first ‘P’ Deciding your promotional plan: the second ‘P’ Selecting distribution channels: the third ‘P’ Pricing your product: the fourth ‘P’ Creating a marketing schedule Checklist Scorecard
79 81
81 81 83 86 87 89 94 102 107 107 109 109
Chapter 6 ^ Selling your service
Game plan Overcoming your fear of selling Understanding the sales process Establishing sales objectives Evaluating sales communication channels Preparing your 30-second
Susan Nash
HOW TO BOOKS LTD
Contents
Preface Section One ^ Getting Started Chapter 1 ^ Setting the scene
Game plan The business environment in the new millennium The Shamrock Organization The new self-employed market Defining consulting Working for a consulting firm Case studies Checklist Scorecard
viii 1 3
3 3 4 5 6 9 11 13 13
Chapter 2 ^ Evaluating your ¢t
Game plan Being realistic about consulting Advantages and disadvantages of consulting Characteristics of successful consultants Consulting and the four temperaments So do people enjoy being self-employed? Checklist Scorecard
14
14 14 15 17 26 33 34 35
Chapter 3 ^ What type of consulting business are you running?
Game plan Why define your business before jumping in? Defining your vision Defining strengths and weaknesses Identifying your unique selling proposition SWOT analysis Establishing key result areas Checklist Scorecard
36
36 36 37 41 44 46 49 57 57
Chapter 4 ^ Establishing your business direction
Game plan Writing a business plan Deciding your legal structure Setting objectives v 59
59 59 66 70
vi / Be a Successful Consultant
Establishing milestones Organizing systems Checklist Scorecard
75 77 78 78
Section Two ^ Getting clients Chapter 5 ^ Marketing your business
Game plan Creating your marketing plan Conducting market research Establishing marketing objectives Segmenting the market Defining your product or service: the first ‘P’ Deciding your promotional plan: the second ‘P’ Selecting distribution channels: the third ‘P’ Pricing your product: the fourth ‘P’ Creating a marketing schedule Checklist Scorecard
79 81
81 81 83 86 87 89 94 102 107 107 109 109
Chapter 6 ^ Selling your service
Game plan Overcoming your fear of selling Understanding the sales process Establishing sales objectives Evaluating sales communication channels Preparing your 30-second