3 Key Takeaways for Professional Services Proposal Writing and Oral Presentations

By Sylvia Montgomery

A few days ago I attended a presentation by a representative of one of the largest public school districts in Northern Virginia. It was no surprise that a standing-room-only crowd of architects, engineers, and various other consultants gathered to hear the discussion on upcoming procurements. While those in the room were looking for the elusive “inside” to the next project, I couldn’t help but focus on the presenter’s basic yet practical advice:

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Cultivating a Powerful Differentiator

By Sylvia Montgomery

Last week I hosted a lunch program for the DC chapter of the Society for Marketing Professional Services (SMPS). The panel explored trends and interesting perspectives facing professionals in the A/E/C industry, as related to design-build, alternative energy and SITES (Sustainable Sites Initiative). The panelists also discussed how service providers were leveraging these techniques as part of their value proposition and differentiation efforts.

Peter Rigby, PE and Principal at Paciulli, Simmons & Associates, focused on design-build, post marketplace adoption. He explained how teaming partnerships in the industry had dramatically shifted from architect led to contractor led. His perspectives really brought home the importance of considering unanticipated strategic partners as a normal course of business.

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Should You Just Tell Clients What They Need?

By Lee W. Frederiksen, Ph.D.

I recently attended a think tank put on by the Society for Marketing of Professional Services Educational Foundation. (If you are not familiar with SMPS, it’s a professional association focused on the Architecture, Engineering and Construction industries.)  There was a panel discussion of CEOs from progressive firms across the country.  One of the topics of spirited discussion was how much you should listen to what clients say they want.  The moderator quoted from our new book Spiraling Up, “Buyers want what buyers want, not what is easiest for you.”

This position was in contrast to “telling the client what they need,” which was advocated by a couple of panelists.  So which is it?  Do what the client tells you to do, or insist on a solution that you think, in your professional opinion, is better.

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Follow the Xanax: A Strategy to Grow Your Professional Services Firm in Tough Times

By Lee W. Frederiksen, Ph.D.

It all started as a conversation with one of our clients in the A/E/C (Architecture, Engineering and Construction) industry. He had been to his physician’s office with stress related health issues. His doctor commented about all the Xanax prescriptions she had been writing for patients working in professions serving or affected by the real estate industry — including accountants.

As our conversation moved on to strategies for increasing our client’s new business, this off-hand comment began to take on a whole new meaning. You see, our client had service offerings that could benefit hard-hit building owners. But to take advantage of these benefits building owners needed to understand some relatively complicated tax credits.

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For Some, the Road to Salvation is Green

By Sylvia Montgomery

Last week I listened to Rick Fedrizzi, President and CEO of the US Green Building Council, speak on the topic of green building in the era of Obama. Green building encompasses all aspects of construction engineering — from site selection to waste disposal to energy modeling. Fedrizzi’s insights were eye opening. Did you know that there are more green prisons in the US than there are green schools? As a nation, we are investing more in healthy buildings for law breakers than for our own children!

As a marketer of professional services, why should I care? For one, the Architecture, Engineering and Construction (A/E/C) industries have been beaten up by the economic meltdown. Green construction offers new hope to the A/E/C industry. New green mandates in the public and private sectors are opening a new frontier for a depressed industry.

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SMPS Build Business Conference

By Andrea Goulet

Hinge had the pleasure of sponsoring the Society of Marketing Professional Services’ annual Build Business Conference held late last week. The event, held at the Grand Hyatt in Washington DC brought together almost 1000 marketers and professional services organizations to focus on marketing strategy, research, branding, and business development.

The conference was kicked-off by an incredible keynote by the world-famous Michael Graves (you know, the Target guy) who has been named as one of the world’s Top 100 Designers by Architectural Digest. His dry wit and incredible sense of humor was the perfect vehicle for telling his life’s journey. In spite of all of his recent challenges and accomplishments, it was inspiring to hear from a designer who above all is comfortable in his own skin.

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