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Practicing Organization Development (A guide for Consultants) - Part 25

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Practicing Organization Development (A guide for Consultants) - Part 25. Organization development (OD) is about planned change. As change has turned into the only constant, many managers and other people are pursuing change strategies with vigor. OD is a major strategy for leading and managing change at the individual, group, intergroup, organizational, interorganizational, and large systems levels. This book is about what it takes to be an effective change manager, change leader, and OD consultant | CHAPTER EIGHT d Marketing OD Alan Weiss Most OD practitioners fail to realize that they are in the marketing business. There are superb consultants in this area who cannot get work because they believe that marketing is beneath them. There are average consultants doing quite well because they recognize the importance of marketing and can do it. And then there are superb consultants who are also superb marketers who can name their own price. Which group would you rather be in This chapter will enable you to Determine your value proposition. Identify your buyer. Establish routes to reach that buyer. Achieve conceptual agreement. Create a proposal which will close business. DETERMINING YOUR VALUE PROPOSITION There are three critical factors to embrace when attempting to market professional services 1 What s the market need 2 What are your competencies and 3 What is your passion 211 212 PRACTICING ORGANIZATION DEVELOPMENT 2ND EDITION What Is the Market Need This is the essence of marketing. There must be a pre-existing need for example sales development or leadership improvement are always needed or a need you can create such as satisfying employees before satisfying the customer. Since OD is an often nebulous and inexact concept it is vital to create a clear value proposition. A value proposition is always a benefit for the potential client and never a description of your methodology. For example here are good and bad value propositions Good Poor Improve retention of core talent Perform exit interviews Decrease time-to-market of new Assess marketing sales relations products Merge acquisition and parent cultures Run focus groups for new people Improve customer response time Create customer survey You can embrace existing market need or else create new market need which is what Akio Morita did at Sony when he created the Walkman because no one knew they needed it until he educated them . You must become proficient in articulating your value proposition in terms of a .