Shenson on Consulting: Success Strategies from the Consultant's Consultant''

As a principal of a professional services organization, I read books such as "Shenson on Consulting" with the goal of learning but also with a critical and jaded eye. Shenson is clear and to the point on what it takes to succeed; simple principles such as "always be on the lookout for new business, but never appear needy" are timeless and yet often ignored by consultants. In this book you will find strategies for marketing yourself or your organization, creating actual business from that marketing, and retaining the business. It also gives practical advice on referrals, invoicing, collateral and much more. I felt compelled to write a review after I found myself mentally consulting the book to handle a referral properly AND recommending the book to a friend building their own consultancy; all within the span of 30 minutes. I wish I had read "Shenson on Consulting" five years ago.

This is a fantastic book on marketing consulting and professional services. Unfortunately, Howard died shortly after the 1994 edition was released. As a result, I'm not certain that we can expect an update of this classic. However, whether or not a revised edition ever appears, this book is well worth searching out. Even in the age of the Internet, this book provides terrific insight into the strategies and tactics of marketing. The debate on fixed-project pricing versus time and expense pricing alone is invaluable and worth the cost of the book. Also recommend Shenson's "138 Quick Ideas to Get More Clients," Brody, D'Angelo, Kerley, and Zick's "Power Marketing For Consultants, C.J. Hayden's "Get Clients Now!" and, of course, Weiss' "Million Dollar Consulting". Overall grade: A/A-.