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Marketing and Selling A/E and Other Engineering Services

Abstract

  • This book offers practical guidelines for the development and implementation of the effective marketing plan for engineering consulting firms of any size or configuration, particularly those in the architecture/engineering (A/E) consulting industry. Gladden and Olitt use actual examples and case histories to relate theory to practical application. A sample fiscal year marketing plan is provided, as are detailed discussions of effective selling techniques, direct and indirect marketing, sales roles and responsibilities, ways to identify sales-oriented professionals already in a firm, marketing research, and the budgeting process. Strategy and action plan worksheets and target account ranking worksheets are provided as well.@@@ With this book, architects/engineers, project managers, and consultants in small, medium, or large firms will be able to develop a marketing plan to fit their company's needs.

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Front Matter
i–xii
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    Chapter 1:
    Introduction
    1–2
      Chapter 2 Future Growth and Planning
      3–10
      Chapter 3 Market Planning
      11–31
      Chapter 4 Market Research
      32–34
      Chapter 5 Six Fundamental Tips on Effective Marketing
      35–41
      Chapter 6 The Marketing Director and the Marketing Team
      42–46
      Chapter 7 Development and Implementation of a Structured Sales Program
      47–64
      Chapter 8 Seminars: A Powerful Tool for Developing New Business
      65–72
      Chapter 9 Direct Marketing
      73–78
      Chapter 10 Indirect Marketing
      79–82
      Chapter 11 The Psychology of Business Development
      83–86
      Chapter 12 Public Relations
      87–88
      Chapter 13 Budgets
      89–90
      Acknowledgments
      91–91
      Example Marketing Plan
      92–111
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      Index
      113–116