If you have equity built up in your house, getting a second mortgage is the best option, that way you can consolidate at a lower interest rate and as we all know, mortgage interest is income tax deductible so you pay the after tax cost of finance. If this is a possibility, it is the best option, and I would do as was recommended by Burnt Tongue. He may also want to look into any type of a loan that might be able to be secured with some type of collateral from wherever he does his banking and see what type of rates they have available.
You can negotiate with some credit card companies. Some actually won't let you, I had a company say "no" and then I took my business elsewhere. He can also try a good trick which is to make a couple big payments on his highest credit card then as the offers with 1 year no interest or low interest, etc come through, keep rolling the highest interest rates onto those cards. Then, keep making as big of swings as possible on the highest interest rate credit cards until its paid of, then onto the next etc.....
I would use the consolidation companies as a last resort such as if they are about to shut off the gas and electric and you got the second notice from the lease company about the car payment being late. Other than that, you end up getting stuck in set payments that are a pretty nice amount of interest and even convenience fees that are set up by the company doing this "consolidation".
In the end, given none of us know the exact financial status of your friend I would say he should explore and exhaust ALL options before moving on to credit counseling.
As a finance professional, thats just my humble .02c