Through a combination of both group instruction and interactive workshop formats over an eight-hour time period, technical and operations staff learn the importance of business development. This includes the tools required to simplify the business development process, as well as the skills needed to be a successful business developer.Led by TRINIUM's President, William R. Long, PE, LEEDAP, the training program draws on elements that he has successfully incorporated into his personal business development activities throughout his 24-year career in the AEC industry.
The program content is customized for each session based on attendees' background, responsibilities, and needs.Multiple instructional and workshop modules - each ranging from 45 minutes to 90 minutes in length - are combined to create a targeted and cohesive program.A summary of each of the modules is provided below.
Due to "homework" assignments within some of the modules, the program format is most effective when done in two four-hour sessions that are separated by 3-5 weeks; however, a single eight-hour session can also be utilized.
Relationship Building as the Key Component of your Marketing Effort - The instructor relays the relative effectiveness of various marketing activities during the professional services buying process.From Name Recognition to Establishing Credibility to Establishing Trust to the ultimate Buying decision, various marketing activities are analyzed.With Relationship Building being the most effective activity, ways to help participants build on existing relationships and establish new ones are presented.
Velcroed Relationships - Through the extensive use of a Case Study, the instructor explains the concept of Velcroed Relationships and shows attendees why it is a valuable concept when developing new business.The Case Study details the many "touch points" between a professional services company and a prospective client and presents an example of an actual multi-year process that led to a new client for an AEC firm.In addition, the critical interaction between a firm's operations staff and marketing staff is profiled. (Click here to download Bill Long's cover story on Velcroed Relationships in the August 2008 issue of A/E Rainmaker.)
Communication Skills - Written and Oral - In order to establish relationships, develop opportunities, and win projects, communication skills are critical.The instructor notes some proven concepts for both effective oral communication and successful written communication.Workshop assignments are performed for both forms of communication.The written skills focus on introductory letter writing and the oral component highlights communication skills when in a networking environment.
Building Your Networks - Professional AND Personal - The instructor relays the importance of networking and points out that sometimes atypical networks can lead to project opportunities.Through a recapping of the genesis of successful pursuits in which he was involved, he relays the importance of maintaining a network.As a workshop assignment, participants are asked to identify their networks - both professional and personal.As a follow-up assignment, participants are asked to identify individuals within those networks, make contact with multiple members of those networks, and then report back regarding information obtained.
Lead Generation/Filtering Opportunities - As a business developer's networking activities increase, more and more opportunities present themselves.The use of various filters to weed out bad opportunities is explained. Specific filter categories incorporating items such as competition, financial concerns, risk analysis, strategic impact, and project timing are presented and their incorporation into a firm's Opportunity Funnel is discussed.
Client Mapping - Formal Client Maps should be created for every targeted client within a firm.The instructor discusses the important elements that should be contained in every successful Client Map and presents a suggested format.As a workshop assignment, participants are asked to identify a targeted client and begin to complete the Client Map information for that entity.As a follow-up assignment, participants are asked to research the client further, provide the missing data, and present their findings.
Developing an Attack Plan - Based on the information provided during the course of the workshop, the participants are given various scenarios that share a bit of information about a client and an opportunity.Utilizing the skills and knowledge obtained in the training sessions, participants are to develop a bulleted Attack Plan, noting future steps that are needed to be undertaken to gather more detailed information, filter the opportunity, and determine whether to maintain the pursuit.
