Joseph Clyde Colita

BSBA-4A

CHAPTER 2:

ENTRY: MARKETING CONTRACT

The entry phase is extremely important for the OD professionally because it

begins in the organizational development process model.

It is through the entry phase, with its focus on marketing, that work is to

identify potential clients whether internal or external.

Identifying Potential Projects or Clients Externally

External OD consultants have many ways to identify and build a client portfolio or

start new projects.

Marketing Approach Advantages Disadvantages

Word of Mouth Recommendation trusted Serendipitous
Based no performance Random
Most effective Can be negative as well as
Most often used positive
Based on most recent
 experience
Held responsible for
outcomes over which you
had no control
May not be punished to
develop new skill sets
Networking Relationship already Can take a long timeto
established develop into business
Develop skills while doing Restricted to those
something you enjoy geographic and subject
Can also accomplished areas in which you are
something good for the involved
community Can be seen as insincere
And manipulated
Prior employees Already have a trusted Limited in number
relationship Can create dependencies
Work perhaps already
underway
Web sites Expected in technological Passive contact
era Expensive to develop with
Readily available to almost quality
anyone in the world Needs ongoing
Easily updated maintenance
Printed Materials Proactive contact Expensive
Can be read anywhere Difficult to distribute
Less frequently used in
technological era
Request for proposals Knows work already exist Time-consuming to
Know what is expected by develop proposals
the client No return for time spent
on developing if project
not won
Possible that client uses
 your work without
compensating you

Referrals from or work with Benefits from associates Negatively influenced by

associates reputations associates reputation
Trusted recommendation May not enjoy working
with associates or these
particular associates
Previous client Relationships already May not have had
established successful experiences
Corporate culture already May not develop new skill
known sets
May lead to dependencies
Visibility May be rewarded with Requires skills at writing
work for doing something and presenting
you enjoy Takes a lot of work without
Can be financially guaranteed rewards
rewarding in itself for a Is difficult to succeed in
select few writing or presenting
Contract agencies Provide some stability Lower pay
Marketed by someone Less choice in the type of
else work

Pro bono(or reduced-fee) Reflects ethical practices Competes with time to

work Provide an opportunity work with other clients
To serve the community Creates possibility that
people don’t value

Many approaches can be used for marketing one’s expertise; there is no single best
approach, though word of mouth is clearly a great importance in the field. And, with
increasing reliance on technology, every OD professional will probably want to have a
Web site.
Identifying Potential Projects or Clients Internally

 Know the Business well, and speak the organization’s language.

 Share what you are working on.
 Share your success.
 Be visible, especially at decision-making tables.
 Have a mentor or sponsor who is well respected in the organization.
 Foster word of mouth.
 Walk around.

During the opening dialogue that takes place between the OD professional
and the representative of the client organization, both parties will be assessing the
other person (or person) to determine compatibility in a working environment.

The client organization will also present the reason why it wishes with the OD
principally. If the client wants to address a specific matter, then it is called presenting
problem. The difficulty for the OD professional, however, is that this problem might
be a symptom of the real or root cause.

To find out or to determine the likelihood that the presenting problem is the
real problem, OD professional conduct such mini assessment. Then the OD
professional can make a quick judgement about his or her competence to do the OD
work that is being requested or establishing credibility for doing the project with the
client. Present your OD skills or capabilities for them have the confidence to hire you
and build trust from you.

Once the client and OD professionals agree to work together, an agreement

about the terms and conditions, either oral or written are being articulated or referred
as contract or letter of agreement. Once contract might apply for the analysis phase,
with a subsequent contract for the implementation phase.
Some of important items that should include in a contract:
 Who will do what?
 What are the desired outcomes?
 What is the desired timeline?
 What aspects of the project are confidential and for how long?
 What personnel resources will be needed?
 What recourse do the parties have for non-performance?

Supplementary contract or change order used to ensure that there is no

misunderstanding.