DIRECTIONS: Strategic Marketing for A/E/C Business Development

TABLE OF CONTENTS

  1. STARTING POINT: “BUSINESS DEVELOPMENT” VS. “MARKETING”
  2. INTRODUCTION TO “THE MARKETING PROCESS”
  3. MARKETING GLOSSARY
    1. SPECIAL INDEX TO THE A/E/C MARKETING GLOSSARY
      [View the Glossary Terms on the web at the end of the Excerpt]
    2. GLOSSARY
    3. SPECIAL EXHIBITS SECTION

      Kotler’s Strategic Marketing Planning Process
      Expanded A/E/C Core Competencies
      A/E/C Core Competencies Model
      A/E/C Market Segments Model
      A/E/C Marketing Communications Media Model
      Marketing Communications Triangle
      Basic Soft Drink/Juice Marketing Mix (1950 – 1980)
      Basic Soft Drink/Juice Marketing Mix (1990 – 2000)
      Peasant Restaurant Group (PRI) Marketing Mix (1992)
      United Way Marketing Strategy Mix
      Strategic Marketing Action Plan
      Marketing Action Planning Gantt Chart (blank)
  4. STRATEGIC MARKETING AUDIT PROCESS
    1. INTRODUCTION AND OVERVIEW
    2. STRATEGIC MARKETING AUDIT GUIDE
    3. A/E/C STRATEGIC MARKETING MIX
  5. ORGANIZING FOR STRATEGIC MARKETING
    1. INTRODUCTION AND OVERVIEW
    2. THE PLANNING PROCESS VOCABULARY
    3. STRATEGIC PLANNING VS. STRATEGIC MARKETING PLANNING
    4. EXTERNAL ISSUES IDENTIFICATION & ANALYSIS
    5. INTERNAL ISSUES IDENTIFICATION & ANALYSIS
    6. DETERMINE IMPLICATIONS OF EXTERNAL AND INTERNAL ISSUES ON FIRM AND ITS FUTURE
    7. PRIORITIZE INTERNAL ISSUES FOR ACTION
    8. PERFORM AN ORGANIZATIONAL SELF-ANALYSIS
    9. PERFORM STRATEGIC MARKETING OPPORTUNITY ANALYSIS
    10. SPECIAL EXHIBITS: STRATEGIC MARKETING GUIDE

      Introduction and Overview
      Actual Marketing Plan Development Guide
      Marketing Plan Development Guide (Sample)
      Portfolio Mix Determination Process (Worksheet)
      Boston Consulting Group Portfolio Analysis Model
      Market Segment Mix Determination Process
  6. MAKING THE STRATEGIC MARKETING DECISIONS
    1. A/E/C BUSINESS DEVELOPMENT PROCESS
    2. MARKETING DECISION CHECKLIST
    3. MARKETING PROCESS STRATEGIC DECISION AREAS
    4. MISSION STATEMENT MODEL

      FURNITURE RETAILER
      LAW FIRM
  7. THE CLIENT CREATION PROCESS
    1. Build AVAILABILITY
    2. Create AWARENESS
    3. Stimulate TRIAL
    4. Encourage PURCHASE
    5. Facilitate REPEAT PURCHASE
    6. Expand SERVICES PROVIDED
    7. Grow RELATIONSHIPS
    8. Identify INFLUENCERS & DECISION-MAKERS
    9. Grow TOP-TO-TOP CONTACTS
    10. Link-Up With PROMISING NEWCOMERS
    11. About Business Entertaining
  8. THE CLIENT RELATIONSHIP MANAGEMENT PROCESS
    1. CRM DEFINITION FOR A/E/C SERVICES
    2. PROFILE FOR A DIRECTOR OF BUSINESS DEVELOPMENT
    3. STRUCTURING THE POSITION
    4. INFORMATION PROFILE DEVELOPMENT
    5. MARKETPLACE & COMMUNITY EXPOSURE IDEAS
  9. USING CRM STRATEGY TO DIRECT BUSINESS DEVELOPMENT
    1. STRATEGIC BUSINESS PLAN
    2. MACRO BUSINESS LEADS
    3. INFORMATION PACKAGES
    4. RFI/RFQ LEAD RESPONSES
    5. RFP LEAD RESPONSES
    6. FIRM TARGET MICRO LEADS
    7. ACTIVATING SALES LEADS
    8. THE SALES LEAD DEVELOPMENT PROCESS
  10. PERSUASIVE COMMUNICATIONS PROCESS
    1. PROPOSAL SELLING PROCESS INTRODUCTION
    2. PROPOSAL SELLING PROCESS
      The 5-Step Proposal Selling Process
    3. PROPOSAL/PERSUASIVE SELLING SALES PLANNING WORKSHEET
    4. FEATURE-FUNCTION-BENEFITS TECHNIQUE
  11. RESOLVING ISSUES & OVERCOMING OBJECTIONS
    1. INTRODUCTION AND OVERVIEW
    2. CONVERSATIONAL OBJECTION-HANDLING TECHNIQUES

      WORKSHEET #1: LISTEN-QUESTION-LISTEN
      WORKSHEET #2: SELF-ANSWERING OBJECTION
      WORKSHEET #3: RESTATE AS A QUESTION
      WORKSHEET #4: RELATE A SIMILAR CLIENT EXPERIENCE
      WORKSHEET #5: WHY?
      WORKSHEET #6: NOT TRUE NOW
      WORKSHEET #7: DELAYED ANSWER
      WORKSHEET #8: BUYER PREDICAMENT
      WORKSHEET #9: ANALOGY
      WORKSHEET #10: REBOUND
      WORKSHEET #11: FRANK ADMISSION
      WORKSHEET #12: OBJECTION DIVERSION
      WORKSHEET #13: ADD-SUBTRACT-DIVIDE-MULTIPLY
  12. BRIDGING FROM “INTERVIEW” TO “DIALOGUE”

    #1 – NO RESPONSE AT END OF PRESENTATION
    #2 – MISMATCH BETWEEN CLIENT FUNDS AND YOUR PRICE
    #3 – ANOTHER STRONG COMPETITOR INVOLVED
    #4 – CLIENT NEEDS A SOLE SOURCE PROVIDER
    #5 – SCHEDULE PROBLEM: NOT ENOUGH TIME
  13. FINAL THOUGHTS ON USING THESE TECHNIQUES

    SEVEN SPECIFIC SUGGESTIONS
  14. AND IN CONCLUSION – AN EPILOGUE