


                           The  Last  Word


                   CAN I SEE YOUR LICENSE, BUDDY?
                        (c) 1995 Ben Schorr



  But officer...

  As business becomes increasingly reliant upon computers and computer
  consultants proliferate there is a growing clamor for standards and
  certification of computer professionals, and in some places outright
  licensing.  As a computer professional I have some admiration for their
  efforts, but I have to reject this idea, at least for the short term.

  I'd love to not have to compete with cut-rate, inexperienced, amateurs
  who poison the waters for those of us who really do work hard to obtain
  and maintain the skills necessary to serve our client's needs.
  Certification would help to thin the ranks of the "PC Magazine Experts"
  who hang out their shingles as computer consultants and make the rest us
  look bad.

  But who will be charged to set the standards? A private organization or
  government? It would seem that government would have to be involved,
  lest we end up with competing private organizations espousing competing
  certifications. For specialties, such as the CNE or MCE that would be
  fine, but as an all-encompassing "Certified Consultant" program it could
  be merely confusing to have multiple programs. And, what happens when
  somebody realizes that he/she can get rich by offering a "certification"
  for a fee and a two  question true or false quiz?

  Unfortunately....

  "Public office is the last refuge of the incompetent."
  -Boies Penrose-

  How many politicians are experienced enough in business  technology to
  know if a certification program or exam is comprehensive enough, current
  and a fair measure of consulting skills?

  What will those standards be? Computer technology is a huge and rapidly
  advancing field. Before any test could even be printed, the technology
  being tested would be technically obsolete. I've taken Artisoft's skills
  tests on diskette, and was disappointed to discover that a significant
  percentage of the test was on either old versions of the software or
  Artisoft products that none of my customers were interested in. How many
  accountants are using the Sounding Boards?

  Are we going to quiz prospective consultants on RLL hard drive
  technology? How about video conferencing?  How to configure a sound
  card?  How to underline a paragraph in Ami Pro?  No, I think the better
  quiz would be one tested a consultant's integrity, business sense and
  ability to OBtain information...rather than REtain it. Half the
  questions my clients ask I don't have answers for...but I do have
  resources which give me the tools and sufficient knowledge to ask the
  appropriate questions. The ability to find anything is more important
  that the ability to know everything. But is there an effective way to
  test for that?

  Of what value would the certification be?  How many of you service
  Novell Networks?  How many of you are CNEs?  I'm willing to bet that at
  least half of the Netware service done is done by people who aren't
  CNEs.  And the certification is even LESS valuable if the customers
  aren't aware of it.

  There is an organization called the ICCA.  Ten points to anyone who can
  tell me what that is.  A very broad hint: It's the Independent Computer
  Consultants Association.  Is there any value in advertising that you are
  a member of the ICCA?  I have over 200 clients and I'd be surprised if
  any of them have ever heard of the ICCA.  Being an ICCA member carries
  no more weight with them than being a member of AAA.

  If the certification is to be meaningful, customers must place some
  value on hiring certified consultants. In my opinion, the cut-rate
  consultants, certified or not, are still going to be out there, getting
  their $20/hour from customers who don't want to hire professionals. I'm
  sure I'll get some mail from cut-rate consultants who are irritated at the
  implication that they're not professionals, but here in Los Angeles
  skilled consultants can, and do, demand and get much higher rates. The
  people getting lower end fees tend to be hobbyists or people with skills
  or experience that merit little more in this very competitive Los Angeles
  market.  My apologies to those of you who are simply underpaid or work in
  less affluent markets.

  So!  What of licensing?  This faces the same dilemma as certification.
  What would be required for the license?  What value will the customer
  place on that license?  Could  there be civil or criminal penalties for
  doing computer work without the license?  I find it hard to believe that
  the government, particularly with the recent Republican surge, would
  involve itself in creating the massive new bureaucracy required  to
  license and regulate the computer consulting industry.

  The question has been posed: Can the Internet be used to help in the
  qualification and certification process? In my opinion...no. The Internet
  is a big anonymous warehouse full of data and informa-tion...but everyone
  is faceless and anybody can be anybody. For finding a qualified
  consultant, the Internet is no better than chance and a cut or so less
  useful than a business man casual luncheon. The exposure to knowledgeable
  people is, of course, useful. You can chat and ask questions and lurk or
  "eavesdrop" on  other professionals discussing relevant issues. It still
  boils down to what the consultant knows, is able to convey and able to
  accomplish when he (or she) rolls up their sleeves and gets to work on
  your project.

  When all of the dust and rhetoric settles, bottom line is still
  establishing standards for certification and the big  three questions:

  1. Who sets the standards?
  2. How do you make the certification valuable?
  3. How do you account for all of the specialties and subspecialties
     within the industry?

  Until there are answers to those three questions, effective
  certification and licensing remain impossible.

  What it comes down to is that it's still up to each and every one of us
  to demonstrate our worth and skills to each customer and prospect and then
  to market them. What tools do we have available to do that?  Well, here
  are a couple that come to mind:

  1. Referrals from existing clients. Encourage clients to refer their
  friends and associates to you. When someone provides a particularly
  strong lead perhaps a token gift just to say thanks! A little
  appreciation goes a long way. Obviously, if you combine that with doing
  a great job for that new referral (which reflects positively on the
  person doing the referring)  that client is that much more likely to be
  on the lookout for more new business for you. An existing client's words
  (especially to a friend of theirs) can carry a lot of weight towards
  establishing your value.

  2.  Establish yourself as a recognized expert by being published or
  doing guest speaking.  Offer to speak at local service clubs, schools or
  other community events.  Don't make a sales pitch out of it, but rather
  speak to inform on a subject you know well.  If you are clear and
  intelligent, your audience will perceive your expertise and they will
  seek you out for your knowledge and assistance. Write articles or
  columns for established publications that cater to your target market.

  3.  Don't underrate yourself.  If you charge a low rate, prospects
  perceive a low value.  They'll acknowledge that you're $20 cheaper than
  the competition but wonder why.  In fact, your rate can be a status
  symbol for a  client to say that they have an "expensive" consultant on
  the payroll.

  Don't be outrageous about it, but find out what other computer
  professionals in your area are charging and don't be shy to charge in
  the same range. If you're good, the value is there and the client will
  be happy to pay your rate.

  There is a lot of competition out there.  Especially in California there
  are a lot of former employees who've been laid off and are promoting
  themselves as computer consultants at least until they can find another
  job.  We can't expect a reasonable, workable or effective certification
  or licensing program to separate the wheat from the chaff so it's up to
  each of us to set ourselves apart.

  As always I'd love to hear from you and get your opinions on this or
  other computer or business issues.  E-Mail me at ben.schorr@bcsbbs.com.


  Ben Schorr is a computer consultant in Los Angeles.  He is also the Host
  of the Ilink consultants conference. He has been associated with
  WindoWatch since issue #1 and has had his recent WindoWatch article
  A Computer in Every Pot reprinted in the Redwood Chip newsletter.



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