maybe he should look into a powerbrake? (i think that's what they're called) I believe they basically sink away some of the power after the head but before the speakers, that way you can crank up the volume on the head to get "the tone" but get less volume at the cab. I've never used one, but I've heard they are quite useful for guitarists.
That's the way to do it, the most common one I believe is the THD Hotplate, works amazingly well. My guitar player often uses a Hotplate with great results. If you have an older Marshall Plexi, it becomes a necessity
Later
Rob