Presenter/s: Olena Weber RCIC and Bella Li RCIC-IRB
Date: 22 October 2026
Time: 10 am - 1 pm Pacific
Location: webinar
Type: webinar and recording
Price: $90.00
CPD approval:
LSBC 3 hours - Approved. Video recording will expire 31 December 2026. Attendance to this course will provide you with .5 hours/30 minutes of ethics and professional responsibility component for your BC Law Society reporting.
Law Societies of Alberta, Manitoba, Newfoundland and Labrador, and the Barrister's Society of Nova Scotia
For members of these Law Societies, consider including this course as a CPD learning activity in your mandatory annual requirements.
Part 2 in a 3 part series
Session 2 in a three part series designed to help you grow your business capacity without compromising service quality or practitioner capacity. This session establishes the foundational premise that sustainable growth depends on business structure rather than increased effort alone.
Session 2 - Getting Clients In the Door: Marketing & Sales
Intro and recap
Welcome back and quick recap of the Scaling Quadrant introduced in Session 1. Frames today focus on the demand side of the model (Marketing and Sales) the two quadrants that determine whether the right clients find the practice and choose to move forward.
Marketing: B2B vs B2C, funnel overview, customer journey
This segment covers the distinction between marketing to individual clients (B2C) and marketing to referral partners, employers, or organizations (B2B), including how the marketing funnel differs for each. Participants learn to structure their customer journey according to which type of client they are attracting.
Primary competency: 4.3 — Applies principles of ethical marketing and advertising practices in accordance with regulatory standards
Performance indicator: 4.3.1 — Ensures marketing information is truthful, accurate, verifiable and upholds the ethical/professional reputation of the profession
Marketing: guest speaker session
A guest speaker provides instruction on selecting the appropriate marketing platform, building a customer avatar, and structuring messaging across three stages of marketing: visibility, nurture, and sales. Practical tools are covered, including lead magnets, waitlists, and nurture sequences.
Primary competency: 4.3 — Applies principles of ethical marketing and advertising practices in accordance with regulatory standards
Performance indicator: 4.3.1 — Ensures marketing information is truthful, accurate, verifiable and upholds the ethical/professional reputation of the profession
Q&A with guest speaker
Open floor for participant questions on platform selection, customer avatar development, and messaging strategy.
Builds on competencies addressed in the preceding Marketing segments above.
Sales: structuring your clients’ journey
This segment covers the complete client journey from initial contact through retainer conversion: how prospects find and contact the practice, booking a consultation, reminders and consultation preparation, the consultation process itself, post-consultation follow-up, and conversion to retainer. Content also addresses systems used to track this journey (e.g. CRM) and where automation supports the sales process versus where it undermines the client relationship.
Primary competency: 8.5 — Manages client expectations through effective communications
Secondary competencies: 4.4 — Prioritizes and manages projects and workflow to ensure timely, efficient, and effective delivery of services; 2.7 — Proficiently uses a customer relationship management system and practice management databases
Performance indicators: 8.5.2 — Identifies the client's goals and anticipated outcomes of the services provided; 8.5.4 — Keeps the client informed of the progress of the case and answers client's queries in a timely way; 4.4.1 — Establishes realistic and attainable goals and timelines; 4.4.9 — Maintains contact with the client at stated milestones; 2.7.1 — Demonstrates proficient use of electronic case/file management systems and databases
Q&A with Olena and guest speaker
Combined open floor covering the handoff between marketing and sales, with both speakers responding to participant questions.
Builds on competencies addressed in the Marketing and Sales segments above.
Action planning
Participants identify one marketing gap and one sales/consultation gap from the session's content and commit to a specific next step for each.
Primary competency: 6.1 — Demonstrates and maintains competence in practice
Performance indicator: 6.1.9 — Identifies need and takes appropriate steps to maintain and enhance competence
Close and preview Session 3
Recap of today's content and preview of Session 3 (Client Intake, Systems & Data: Building the Back End).
Primary competency: 6.1 — Demonstrates and maintains competence in practice
Performance indicator: 6.1.9 — Identifies need and takes appropriate steps to maintain and enhance competence
Summary for CICC submission
Primary unit: Unit 4 — Business Management and Leadership
Dominant single competency: 4.3 — Applies principles of ethical marketing and advertising practices in accordance with regulatory standards (Marketing content) / 8.5 — Manages client expectations through effective communications (Sales content)
Secondary units: Unit 2 (Case Management), Unit 6 (Professionalism), Unit 8 (Communication, Counselling and Advocacy)
Speaker/s:
Olena Weber RCIC
Olena Weber is a Regulated Canadian Immigration Consultant who has been running her own practice for 10 years, and somewhere in those 10 years, she noticed something the industry doesn't talk about enough: being great at immigration law and being good at running a business are two completely different skill sets.
This is what led her to start coaching RCICs and lawyers on the business side of the profession: pricing, marketing, systems, hiring, mindset. She works with consultants at every stage, from newly licensed practitioners figuring out their first clients to established firm owners ready to scale and step out of doing everything themselves. Her approach is peer-to-peer business mentorship: she shares what actually worked (and what didn't) in her own firm, backed by real numbers and experiences rather than theory.
Olena serves on the board of directors of the Association of Ukrainian Canadian Immigration Consultants. In 2024, she was named Young Entrepreneur of the Year by the Cambridge Chamber of Commerce and received the 2025 RCIC Business Development and Growth Award from CIPEDA (Canadian Immigration Professionals Engagement and Development Association).
Outside of the practice, Olena is mom to 11-year-old Jacob. Ask her what her hobby is, and she'll tell you honestly: work is her hobby. She's also a classically trained pianist (7 years of piano school), an enthusiastic traveler, and someone deeply committed to living life fully and helping other RCICs and lawyers in this profession do the same.
Bella Li RCIC-IRB
Founder - Langille Immigration
https://www.linkedin.com/in/mi-bella-li-rcic-irb-%F0%9F%87%A8%F0%9F%87%A6-313b33192/
While speakers and topics are confirmed at the time of publication, sometimes things happen which are beyond the control of Imm Seminars. If that happens substitutions or cancellations to speaker/s and/or topic/s may be necessary. In those cases, Imm Seminars will advise all registrants by email as soon as possible. We will also update the Imm Seminars website. We appreciate your cooperation in these cases.
