Management Consulting News
Vol.3, No.4 - April 6, 2004  
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Welcome

Most people predicted it would go the way of the dinosaur.

The IBM mainframe computer turns 40 years old this month, showing signs of aging but nothing close to extinction. On April 7, 1964, IBM Chairman Thomas Watson, Jr. unveiled the IBM System/360 computer to the world. The machine, which revolutionized business computing, needed specially designed and environmentally controlled rooms to operate and legions of technicians to keep the monolith running smoothly.

IBM poured $5 billion into bringing the mainframe to market ($30 billion in today's dollars), but the gamble paid off. The mainframe became one of its hottest products and IBM's revenue soared.

And in spite off the rise of PCs, networks and other computing devices, some experts estimate that 70% of the world's data is still housed on mainframe computers. Oh, and IBM sold $4.2 billion worth of mainframes in 2003. Not too shabby for a dinosaur.

Happy 40th Birthday to the IBM mainframe.


As always, if you have comments, send them along to me.

Mike McLaughlin
Publisher

"They always say time changes things, but you actually have to change them yourself." - Andy Warhol

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Meet the MasterMinds: Philip Kotler on Marketing Professional Services

Few people have made as profound an impact on business and marketing as Philip Kotler. He is a Distinguished Professor of International Marketing at the Kellogg Graduate School of Management. He's also the author of more than twenty books, including the classic, Marketing Management (now in its eleventh edition) and Marketing Professional Services.

Dr. Kotler is included in the Thinkers 50 listing of the most important living management thinkers. He's also a principal of the global consulting firm, Kotler Marketing Group. In this interview, he brings a simple but potent message to readers: master the basics and you'll win.

MCNews: Do you think consultants and other professional service providers need to improve their marketing strategies and tactics?

Kotler: Consultants need to improve their brand-building ability. Of course, consultants such as McKinsey, Booz Allen, and others have established strong brands. But most consultants are less distinguished. The key to branding, especially for smaller firms, is to focus on a limited number of issue areas and develop superb expertise in those areas.

By analogy, the head of an architecture firm once told me that his firm could work on any building. I asked, "Suppose I want to build a prison. Could you do a good job?" "Yes," he said. "But what if another firm has built many prisons that are well-regarded. What can you do to convince me that you are more skilled at building prisons." He had no answer.

MCNews: There has been a great deal of talk about value-based pricing and billing, that is, consultants basing their fees on value to be delivered to clients. Is this approach viable?

Kotler: One major challenge is that some consultants are seen as pricing excessively for the services rendered. Consultants must do a better job of documenting their work time but also that they did the work in the most efficient manner. I know of a law firm that is willing to propose the cost of the work in advance and if they are off the mark, they will absorb the difference. Clients want to know what the cost is likely to be.

I think that value-based pricing represents an opportunity for differentiation that a smart firm can use to attract new clients against straight fee-based consultants.

Bain and Company would sometimes tell a client that a proposed project would save the client a specific amount. If it failed to do that, Bain would make up the difference. They attracted a lot of clients that way.

MCNews: Client loyalty has become the Holy Grail for most consultants. Are there two or three tips you could give consultants to help them improve client loyalty?

Kotler: Clients like to believe that their consultants, especially those on retainers, are thinking about their businesses. Smart consultants will send occasional articles that they come across that might interest a client. They may go further and send articles that would have more of a personal, non-business interest for the client.

One consultant who works with a major candy company is in an enviable position. The candy company found his ideas to be so useful that they said to him: anytime you want to think about some issue in our business and you think we might be interested in your views, just write them down and send us a bill for your time.

MCNews: Do you think the consultant-client relationship is changing, and if so, what's the nature of the change?

Kotler: Clients are under increasing cost pressure to cut expenses. They are examining their health, legal and consulting bills more critically. They want value for their money. This should not be a threat to a consulting firm. A consulting firm cannot last that wants revenue without generating proportionate value. The consulting firm's challenge is to constantly figure out how to generate more client value per dollar of cost, and to demonstrate this. Whenever possible, the consulting firm should estimate the ROI value they hope the project will create for the client.

MCNews: What one piece of advice would you give to a consultant who is just putting together a marketing strategy for a firm?

Kotler: A consulting firm needs to choose defined areas of expertise and become the best in those areas. The firm should communicate its expertise through written articles, speeches, and exceptional performance. The firm should prepare effective brochures, ads, and other media. They should build a network of referral sources with accountants, lawyers, and other professionals.

MCNews: How can consulting firms learn more about effective marketing?

Kotler: They can attend short courses on marketing offered by many business schools. They can contact a professor of marketing to use as an occasional consultant. They can arrange for class projects under the professor. They can solicit marketing ideas from their advertising agency. Ultimately they might spot an excellent professional marketer and put him or her on a retainer.

In addition to my previous books, I would also recommend that they read my new chapter on marketing in a forthcoming book called The Contemporary Consultant, edited by Larry Greiner.

MCNews: What are the most important skills/aptitudes required for today's consultants?

Kotler: The most important skill is client relationship management. Some people have a natural aptitude for gaining trust and respect from their clients. They are caring and sensitive people, good listeners and learners, and good problem solvers. The firm that hires more of these people will succeed regardless of other things.

Build a good database on each client's activities, interests, opinions, and other pertinent information. This will enable you to customize your services and communications to each client.

Your firm's marketers must also develop brand-building skills that go far beyond brochures and advertising. Brand building also occurs through event management, sponsorships, contributions to good causes and other activities.

MCNews: How can consultants attract more clients?

Kotler: Consultants need to identify the specific clients they want to acquire. Many years ago I told a law firm that it needed to distinguish between soliciting business and positioning itself for business. The latter is much better and consists of building a reputation for doing something so well that word of mouth acts as the soliciting force, not sales calls. Consultants can generate buzz through giving speeches, writing articles, and joining organizations and soon word of mouth will convey their true reputation.

MCNews: Thanks for your time.

Click here Visit to find out more about Philip Kotler.

Was this useful? Send a quick e-mail with your thoughts.

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What's a Consultant Worth?

A study by Abbott, Langer & Associates will help answer that question. Now in its ninth year, Compensation in Consulting Firms reports on national median total cash compensation for a host of positions within consulting firms.

Position Median Income
President/Owner/Partner $150,000 (some make more than $1 million)
Senior or Executive Vice Presidents $235,135
Vice Presidents $184,077
Branch Managers $156,250
Principal Consultants $107,000
Chief Financial Executives $100,500
Senior Consultants $80,250
Chief Marketing/Sales Executives $106,000
Consultants $61,000
Junior Consultants $40,000

 

 

 

 

 

 

 

 

 




For consultants, the highest compensation is found in organizational design/structure/control, information technology, and human resources consulting firms. It's lowest in health care, marketing, and employee compensation/benefits consulting firms.

Median total annual cash compensation varies greatly according to the level of supervisory responsibility. Compensation is highest for supervisory/managerial staff who supervise ten or more professional employees ($304,681)--143% higher than those who supervise only one or two professionals ($125,000). For consultants, compensation is highest with supervisory responsibility for five to nine professionals and lowest with no supervisory responsibility.

The 141-page survey, sponsored by the Association of Management Consulting Firms, is available for $795.00 from Abbott, Langer & Associates, www.abbott-langer.com.

Note: MCNews receives no commission or consideration for purchases made by MCNews subscribers.

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What Clients Think: A Survey of Business Executives

According to a recent study by McKinsey & Company, some 7,300 senior executives around the world believe the global economy has improved in the past six months, but fewer believe that the improvement will carry through the second half of the year.

When asked "What is the single most pressing business concern facing your company over the next 12 months?," all respondents agreed the overall economic climate was crucial, but hiring and retaining talent was also a top concern. HR Consultants who specialize in creative compensation, benefits and employee retention programs will likely find clients open to new approaches, or ideas on how to fix the programs they've already got.

The same report forecasts an increase in merger and acquisition activity in the coming months. According to the study, "consolidation is now a global theme." It should be a good time for consultants providing merger advisory services to buyers or sellers in business combinations. With all the missteps we've seen in post-merger integration activities, consultants who can combine business process redesign, change management and education programs into a cohesive service offering will win more than their fair share of work in this market.

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Five New Books to Consider

In an interview with MCNews, Tom Peters said, "If I read a book that cost me $20 and I get one good idea, I have gotten one of the great bargains of all time." Here are five books that may provide a spark. Happy bargain hunting.

1. The Third Opinion: How Successful Leaders Use Outside Insights to Create Superior Results, by Saj-nicole A. Joni, Ph.D.

Dr. Joni shows how everyone from CEOs to managers can create a diverse inner circle of advisers, experts, mentors, confidants and thinking partners to get outside insights that are trustworthy and unbiased. She explains how this inner circle provides the kind of guidance, input and feedback that can turn a good leader into a great one.

Dr. Joni is the founder of the advisory services firm, Cambridge International Group. Find out more.

2. The Radical Leap: A Personal Lesson in Extreme Leadership, by Steve Farber
Available April 2004

Through an engaging tale with eccentric characters, Farber explores a leadership model in which leaders aren't afraid to take risks, make mistakes in front of employees or actively solicit feedback. Farber makes the point that, "When necessary, the Extreme Leader will risk his or her own safety and security in order to grow the business and--just as important--develop as a human being." The book is an easy read with a personal touch.

Farber is president of Extreme Leadership, and a former Vice President and Official Mouthpiece of the Tom Peters Company.

3. Persuasive Business Proposals: Writing to Win More Customers, Clients and Contracts, by Tom Sant

Tom Sant recently released this fully revised, second edition of his classic book, which was originally published in 1992. The new edition provides practical tools for maximizing the clarity of proposals and avoiding six traps that can undermine any proposal. It includes new strategies for enhancing results by making proposal writing a core business function.

Sant is a world-renowned proposal consultant. Find out more. You might also want to read the MCNews interview with Sant on creating winning proposals.

4. What Matters Most: How a Small Group of Pioneers Is Teaching Social Responsibility to Big Business and Why Big Business Is Listening, by Jeffrey Hollender and Stephen Fenichell

The corporate scandals of recent years have underscored the growing emphasis on responsibility and accountability, and even the world's largest businesses are starting to pay attention to this issue. This book asks some tough questions: When do core values conflict with goals and commitments? Does being a responsible business really cost shareholders more money? And, how can reputation become a corporate pressure point? The answers are provided in seven approaches to social responsibility.

Jeffrey Hollender is CEO of the product company, Seventh Generation, and the author of How to Make the World a Better Place. Stephen Fenichell is a professional business writer whose books include Passport for Profit, A New Brand World and Plastic: The Making of a Synthetic Century. Find out more

5. The Seven-Day Weekend: Changing the Way Work Works, by Ricardo Semler
Available May 2004

Semler explains why he thinks companies ought to put employee freedom and satisfaction ahead of corporate goals. The book is based on the successful management practices in Semler's own company, Semco, where employees set their own hours, there are no assigned offices, no job titles, no business plans and the CEO lets other people make nearly all the decisions.

You can judge for yourself how practical this style of management would be for most companies. Semler is CEO of the Brazil-based company, Semco. He is known around the world for championing his employee-friendly management style. His first book, Maverick, was an international bestseller.

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Man Bites Dog

Between the city of San Francisco and the peaks of the High Sierras lies the city of Lodi, California. Lodi has great weather, a burgeoning wine industry and many options for outdoor enthusiasts.

It also has a problem with its consultants.

Three consulting firms were engaged to perform investigative, engineering and consulting work on the city's sewers related to ongoing contamination litigation. The work was apparently arranged by the (now former) City Attorney and was being paid for through the city's insurance.

But earlier this year, the city stopped paying the consultants, leaving them with a handful of worthless invoices. City officials point out that, without the City Council's approval, no city employee may enter into a contract on the city's behalf, and they cite lack of proper contracts as the reason for their refusal to pay.

One firm reportedly claims the city owes $900,000 in unpaid services. Another firm is said to be laying off consultants as a result of the unpaid invoices.

Each firm has filed a claim against the city, which is the first step toward an eventual lawsuit, which will likely be a costly, nasty affair that sours the relationships between the consultants and the client for a long time. Consultants suing clients is not unheard of, but is something of a turnabout these days.

It's a rare occasion when there aren't two sides to every story, and it will likely take quite a while to unravel this one. But there are clear lessons here for all consultants. Find out who in the client's organization has the authority to sign contracts and approve expenditures. And, no contract = no work--no exceptions.

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A Bright Spot: Product Life Cycle Management

As businesses look to get products to market more quickly with less expense and higher quality, they're turning to Product Life Cycle Management (PLM) tools to help. According to AMR Research, up to 75% of a product's life cycle cost is determined during the design phase. With the proper tools and processes, improvements of up to 80% or more are possible for activities such as time to market and the cost of new products.

To make PLM software purchases even more attractive, some vendors are offering guaranteed improvements along with their products.

The PLM opportunity is clear for the vendors providing the tools, but success with PLM will depend on how organizations redesign the product development and introduction process, not how well the tools work.

Traditionally, high walls exist between those involved in the product development process, so the consultant with strong knowledge of product development and the ability to build collaborative teams will be in great demand as clients retool antiquated and expensive product development processes.

You can find out more about PLM products at the web sites for Agile and PTC.

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This Month in History

On April 1, 1929, inventor Louie Marx introduced the yo-yo in New York. You could really get into this at the 2004 World Yo-Yo Competition August 6-8 in Orlando, Florida, where there will be eight different levels of competition.


On April 3, 1973, the first portable phone call was placed by inventor Martin Cooper. The phone he used was ten inches in height and weighed thirty ounces.


On April 24, 1886, petroleum was discovered in the Middle East. The first well to come in was on the Egyptian shore of the Red Sea.

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Coming Attractions

In May 2004, MCNews talks to Harry Mills about his new book The Rainmaker's Toolkit: Power Strategies for Finding, Keeping and Growing Profitable Clients. Mills is CEO of the Mills Group, an international consulting firm, and the author of twenty-three books on negotiation, sales and influence. MCNews will ask Mills about the most effective ways for consultants and other professional service providers to generate and sustain profits and growth in the face of stiff competition and tough economic conditions.

Look for the interview with Mills in the next edition of MCNews on May 4, 2004.

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The End Page

"Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning." - Winston Churchill

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Michael McLaughlin
Publisher

Management Consulting News ISSN 1539-2481, Washington, DC, USA

Copyright © 2004 Management Consulting News All rights reserved

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