Seminar/Webinar: Market Strategy: Positioning and Differentiating YOU

Friday, Aug 14, 2009 - 8:00 am to 9:00 pm PDT


Register for this event here by 12:01am on Friday, August 14, 2009. Sorry, no walk-ins permitted.

Good positioning, differentiating, pricing, and partnering are developed as part of a marketing strategy that answers key questions about the engineer consultants’ market, target client needs and problems, and unique consultant capabilities that can be proven. Al Peterson will take you through the steps to accomplish just this.

What attendees will learn:

  • Why you need a marketing strategy
  • How to develop a marketing strategy (attendees will complete work on their strategy in the seminar)
  • How to position yourself and your services
  • How to assure alignment and client value
  • How to differentiate yourself vs. your competition or client in-house solutions

A time-tested question set will be used along with a workbook and specific examples from the marketing strategies of other consultants, including engineering consultants.

Attendees will take away:

  • A first version of your market strategy that you will develop during the seminar
  • Understanding of a process by which you can take your strategy up to the next level.

This seminar is part of the Marketing Series in the CNSV Seminar Program, organized by IEEE-CNSV to help its members advance their skills during these difficult times. It is co-sponsored by the Santa Clara Valley Section of IEEE and IEEE-CNSV.

Arrive a little before 8:30am to register, network, enjoy complimentary coffee and pastry, and get prepared to grow your business.
Lunch will not be served, and the seminar will end promptly at 12:30pm.


About the speaker, Al Peterson, Peterson Associates

Al Peterson is a Certified Management Consultant (CMC), Certified Strategic Planning Facilitator, Certified Sales Trainer, advisor and angel investor. He is a seasoned speaker and trainer in the consulting and engineering community.

Al’s eleven-year career at IBM included systems engineer, sales and field manager and regional manager. After serving as divisional president for two San Francisco financial leasing firms (ITEL and BRAE), Al returned to the high tech industry as a management consultant with R.A. Sayles Associates. Several executive positions followed with high-tech companies.

Al is an active member of the Institute of Management Consultants’ Northern California Chapter, having served as chapter board member and President. His education includes an MBA (Marketing Focus) from UC Berkeley and a BS in EE from Oregon State University.


Location: Cogswell Polytechnic College

1175 Bordeaux Drive, Sunnyvale, CA 94089
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