It was my career for about a year. It's very tough to keep up money with monthly bills unless you have a huge hit. I still do it on the side now for extra money. I would recommend to him to look up mastering and mixing. Those can't be overlooked. If he doesn't have the right mix, I can pick out a novice from a pro in an instant. After that, I say practice more, and
keep searching for drum samples. I know it may seem like he's been making beats long enough to make it. He has a long way to go.
As far as getting placements, it's very tough. That's where either advertising on a site like soundclick, or elsewhere really helps. I got a placement with Three 6 Mafia in 09 because of soundclick. Song didn't go anywhere except youtube though.
Search for artists that are big locally, and get in contact with them. I don't mean locally around him, I mean locally in any area. Look up (Any area) local rap. Find someone that seems to be professional enough, and has a good enough sound. Send them music. If you get your music out far enough, it starts doing the work for you.
If the artist isn't amazing, and they say something along the lines of "I got a connect with Joey Bada$$ can I get a beat." Tell em to prove it, or go away. There are a million and a half lying people trying to get hand outs.
Hopefully that helps.\
EDIT: Here are a couple songs I've produced.
Eighty4 Fly - Loud
Drift Away
Vossen Wheels video.. Song starts at 0:40
Three 6 Mafia - Unite (I don't really like the beat anymore. It's old now.)