you want me to do what? ideas for creating a marketing culture with your technical staff
brad thurman, pe, fsmps, cpsm wallace engineering • structural and civil consultants
a few of the findings: sellers a few of the findings: sellers
clients are getting smarter increasingly fee-based v. value-based want to meet your technical staff sooner bd responsibilities changing to firm-wide culture changing perception in roles of non-tech bd staff
a few of the findings: buyers a few of the findings: buyers
full-service isn't what it used to be reputation and references are still key want to interface with technical staff
relationships still rule people matter
decreased 18%
increased 34%
stayed same 48%
"The Seller-Doer Model: Is It Really Taking Hold – and Is It Working?" Scott Butcher, FSMPS, CPSM and William Long, PE, LEED AP, FSMPS Marketer - February, 2014
Compared to 10 years ago, has the number of full-time BD staff changed at your firm?
decreased 6%
increased 63%
stayed same 31%
Compared to 10 years ago, has the number of seller-doers changed at your firm?
"The Seller-Doer Model: Is It Really Taking Hold – and Is It Working?" Scott Butcher, FSMPS, CPSM and William Long, PE, LEED AP, FSMPS Marketer - February, 2014
decreased 9%
increased 67%
stayed same 24%
"The Seller-Doer Model: Is It Really Taking Hold – and Is It Working?" Scott Butcher, FSMPS, CPSM and William Long, PE, LEED AP, FSMPS Marketer - February, 2014
Compared to 10 years ago, how has the percentage of seller-doers BD time changed?
1-4 24%
5-6 29%
7-8 43%
9-10 4%
"The Seller-Doer Model: Is It Really Taking Hold – and Is It Working?" Scott Butcher, FSMPS, CPSM and William Long, PE, LEED AP, FSMPS Marketer - February, 2014
On a scale of 1 (highly ineffective) to 10 (highly effective), how effective are your seller-doers?
a time of evolution a time of evolution
major role in research, networking, pursuits altered role in relationship development
increased role as teachers, trainers, coaches
know their roots know their roots
accept that it's not in their dna no training in marketing and bd
the naivety of design
embrace the passion
absorb their passion for the profession speak to that passion sell what you love and believe in
find a champion
who can help drive change and accountability? may not be at the highest level
start with those who require less training
walk a mile walk a mile
learn how they do their jobs get a feel for schedules, terminology, pressures get engaged, ask questions
develop a process develop a process
find a system that fits the firm establish meeting and reporting structures
determine what success looks like
meet consistently
set a regular date and time have an agenda, finish on time enforces accountability
meet spontaneously meet spontaneously
encourage casual conversation use method that works best for them
show interest and take action
interact purposefully interact purposefully
be clear about what you need be clear about when you need it explain the "why"
report regularly report regularly
proposal, pursuit and win updates past and upcoming activities
enforces accountability
be collegial be collegial
it's a team, not a group of players everyone needs to contribute and be accountable when you win, celebrate
know their roots
embrace the passion
find a champion
walk a mile
develop a process
meet consistently
meet spontaneously
interact purposefully
report regularly
be collegial