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IMC DFW Practice Development Workshop - Marketing Your Consultancy - I - July 6
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When: July 6, 2010
7:15-7:30 am Networking, 7:30-9:00 Program
Where: Telos Club, Parthenon Conference Room
13701 Dallas Pkwy
Dallas, Texas  75240
United States
Contact: Ian Birch, IMC-DFW Webmaster

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Practice Development Workshop
#6 of 24









We're making it easier to attend!

  • Same price whenever
    you register
  • Guests accompanying a Member pay member's price

About the Practice Development Workshop
The PDW is a 24 part seminar on every aspect of the consulting profession delivered monthly over two years.  Everyone is welcome and IMC Members have access to previous sessions.
Come, learn, share, grow.
Workshop Focus
Learn from experts, stay current, exchange ideas, and share your expertise.
The next workshop in the series is:
Marketing Your Consultancy - I 
Even experienced consultants can get confused and diffused when marketing to potential clients, wasting valuable time and energy as a result. The power of your marketing only reaches its full potential if you have a clear understanding of your target market segment(s) and your client base.

This month's workshop lays the foundation for more effective marketing of your consultancy by reviewing the basics. You can define your market and determine how and where you best fit with prospects and existing clients:
  • Who and where are your clients now?
  • Advantages and disadvantages of target marketing
  • Defining your market segments in three dimensions
  • Identifying likely prospective clients
  • Building segment credibility, and much more!  

Workshop Facilitator

Dick Morgan CMC, FIMC 
Dick Morgan, CMC®, FIMC founded Morgan Marketing Solutions, Inc. in early 1989 to help leaders tackle major issues and become better marketers.

He is a Certified Management Consultant (CMC®) and a Fellow of our Institute (FIMC). Dick has served as vice chairman on IMC’s national Board of Directors, and is a past president of our Dallas/ Fort Worth Chapter.

Dick's consulting focus is on B2B (manufacturers, wholesale distributors, and commercial service firms).

In addition to marketing and sales management, Dick has extensive experience in financial analysis and lubrication engineering.

Prior to founding his consulting practice, Dick was Senior Vice President Marketing/Sales for Long Mile Rubber Company, a $100 million manufacturer of tread rubber and custom mixed rubber blends. In previous positions with Mobil Oil Corp. Dick was a successful commercial marketing representative in Central California, the West Coast Division’s aviation representative, managed the U.S. General Aviation business from Mobil’s headquarters in New York City, and was Division Area Manager Commercial for the six New England states.


Networking: 7:15 - 7:30 am
Program: 7:30 - 9:00 am
Cost per session:

$15 for members, $25 for non-members 
(includes continental breakfast; please bring cash or check)

Members may now bring guests and pay the member rate for them.
The member must register and pay for the guest.

There is no longer a different price for early and late registration.  All tickets are now at the previous early registration price.


Session 6 of 24
Successful Consulting
Why clients engage; aligning to market needs
Laying The Foundation Defining your services; Mission and value proposition
Legal Issues of Consulting The right legal structure; IP aspects; contracts
Expanding Your Consultancy Partners; subcontractors; virtual company; JVs
Creating Value for Clients Value; fair pricing; 'selling' your pricing
Marketing Your Consultancy I Client & market segmentation; identifying prospects
Marketing Your Consultancy II Brand building and consistent marketing strategy
Marketing Your Consultancy III Collateral, newsletter, budgets
Marketing Your Consultancy IV Networking and referrals; professional memberships
Marketing Through the Web Websites & search engines; blogging
Attention Grabbing Communications Speaking; press releases; media coverage
The IMC Code of Ethics I Integrity; confidentiality; conflicts of interest; etc.
Consulting Contracts & Proposals Roles; winning proposals; legal aspects
Selling Consulting Services I Economic buyers; selling process; cold calls
Selling Consulting Services II Closing the deal; dealing with problem clients
Selling Consulting Services III How to sell to large corporations & senior buyers
Managing Clients' Expectations Initial rapport; expectations; resolving scope conflicts
Managing Your Resources Effectively using your time, finances and energy
Expanding Your Consultancy Partners; subcontractors; virtual company; JVs
Improving Your Strategic Agility How to seize an opportunity to interest a buyer
Writing & Publishing For Success Writing case studies & articles; publishing books
Effective Client Analysis Profiling; client base management; referral requests
Asset Based Consulting Practice Building assets; productizing; valuing for resale
How to Become A CMC Process; certification requirements

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Don Matheson CMCChair and CEO, IMC USA
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