AT LAST – A STRATEGIC MARKETING PROCESS FOR SUCCESSFUL AEC BUSINESS DEVELOPMENT!

This new work relates how successful Architects, Engineers, Contractors, Planners, and Designers use the Strategic Marketing Process to guide business generation. The 360-page marketing text/workbook addresses the broad realities of business development and client relationship management in a state-of-the-art and usable manner as it explains the 7 major ways “The Marketing Process” being used.

Guidelines are outlined for each phase of the Strategic and Tactical “Total Marketing Process”.

Included are chapters on performing a Strategic Marketing Audit of the firm’s business development effort, five interrelated processes for analyzing the total organization, and instructions for preparing a Master Business Plan.

The most helpful single part is first-ever schematic of the AEC business development process, which consists of an adaptation of Philip Kotler’s “7 marketing management functions” into a Strategic and Tactical grouping along with explanation of how they work together in business development.

The balance of the publication presents in-depth treatments of Client Relationship Management, Sales Lead origination, evaluation and handling, Proposal Selling (Persuasive Selling at Procter & Gamble), and techniques for resolving issues and barriers to successful completion of the marketing process.

A final section on “Marketing Tools” completes the information package, including a review of 20 books on subjects helpful for AEC business development – such as ”how to work a room”, making more effective presentations, client retention and “cross selling”, and general utilization and implementation of the ideas, techniques, principles and processes presented.