CRC Press Marketing Organization Development: A How-To Guide for OD Consultants

Organizational Development (OD) consultants often face dilemmas when they market their services because there is a gap between clients’ expectation and the actual role of OD consultants. This book is about how to overcome that dilemma by finding effective marketing strategies for a different approach to consulting. Marketing Organization Development: A How-To Guide for OD Consultants focuses on the challenges faced by internal and external consultants in marketing and selling their services. By distinguishing between performance consulting and Organization Development (OD) consulting, this book demonstrates why marketing and selling OD consulting services are unique. This book meets not only unique OD consultants’ needs by reflecting the philosophical background of OD and unique marketing challenges but the needs of Human Resource Development (HRD) managers’ need who are interested in promoting or selling their change interventions within their organizations. This comprehensive book: Reviews important terms and popular tools used in the marketing process and outlines the many roles a consultant must fill to obtain and keep the business (i.e., marketer, salesperson, brand manager, account management) .Describes the criteria for self-evaluation as an OD consultant. It examines how to identify your strengths and the competencies you need to develop based on OD competencies. Provides an introduction to actionable steps and resources for organization development, change management, and performance management consultants to evaluate unmet needs and opportunities through a niche market for consulting services. Covers how to communicate value to your target customers and how to brand your service. Describes various channels of OD marketing such as viral, word of mouth, and social media marketing. . Reviews selling tactics for l your consulting service and discusses the importance of having a defined sales process to which you adhere. About the Author William J. Rothwell, Ph.D., SPHR, SHRM-SCP, CPLP Fellow is President of Rothwell & Associates, Inc. and Rothwell & Associates, LLC (see www.rothwellandassociates.com). He is also a Professor of the Workforce Education and Development program, Department of Learning and Performance Systems, at The Pennsylvania State University, University Park campus. He has authored, co-authored, edited, or co-edited 300 books, book chapters, and articles―including over 90 books. Before arriving at Penn State in 1993, he had 20 years of work experience as a Training Director, HR, and Organization Development in government and business. He has also worked as a consultant for more than 40 multinational corporations--including Motorola China, General Motors, Ford, and many others. In 2012, he earned ASTD's prestigious Distinguished Contribution to Workplace Learning and Performance Award, and in 2013 ASTD honored him by naming him as a Certified Professional in Learning and Performance (CPLP) Fellow. In 2014, he was given the Asia-Pacific International Personality Brandlaureate Award (see http://www.thebrandlaureate.com/awards/ibp_bpa.php). Truly global in his outlook, he conducted training in 15 nations around the globe in 2014 alone and visited many other nations virtually to offer webinars. Notably, in 2015, he visited China for his 76th time since 1996. His recent books include Organization Development in Practice (OD Network, 2016), Mastering the Instructional Design Process, 5th ed (Wiley, 2016), Practicing Organization Development, 4th ed. (Wiley, 2015), The Leader’s Daily Role in Talent Management (McGraw-Hill, 2015), Beyond Training and Development, 3rd ed. (HRD Press, 2015), Effective Succession Planning, 5th ed. (AMACOM, 2015), Career Planning and Succession Management, 2nd ed. (Praeger, 2015), Organization Development Fundamentals: Managing Strategic Change (ATD Press, 2015), The Competency Toolkit, 2 vols, 2nd ed. (HRD Press, 2015), Creating Enga