Effective Business Development A “Mystery” for Many A/E/C Firms, Leaders

FOR IMMEDIATE RELEASE
Atlanta, Georgia, United States of America (Free-Press-Release.com) October 14, 2010 -- ATLANTA – Architecture, engineering and construction (A/E/C) industry firms that chase after every job coming their way need to convert to a market-focused business development strategy to achieve productive, long-term client relationships. That’s the premise of a new text/workbook/marketing guide by marketing guru Richard K. Rodgers, who goes on to provide senior management of A/E/C firms with a detailed, step-by-step “total marketing process” to plan, organize and execute effective business development activities and programs.

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Effective Business Development A “Mystery” for Many A/E/C Firms, Leaders

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http://www.directions2marketing.com

Rodgers’ “DIRECTIONS2: Strategic Management & Marketing for A/E/C Business Development” is an enriched and expanded second edition of his highly regarded 2004 version, which for the first time provided owners, CEOs and management partners of A/E/C firms with a roadmap for how to set their firms’ strategic direction and how to develop and execute a total marketing program to support their ongoing business development thrust.

“A/E/C firm leaders often recognize the potential of marketing for new business development, but how to go about the process is a mystery to them,” Rodgers said. “They tend to learn about consumer marketing and then misapply its principles and techniques to professional services.

“However,” Rodgers continued, “marketing of consumer goods is completely different from marketing in the professional services sector, where there is no distribution channel to load with product that will ultimately find its way to the point of sale to consumers. Instead, in professional services, especially A/E/C services, those who perform business development activities are often also those who provide the actual professional services.”

Recognizing that A/E/C sector marketing is most heavily dependent on the quality, frequency, integrity and effectiveness of personal presentation, interaction and face-to-face conversations between A/E/C firm people and their many constituencies, “DIRECTIONS2” provides easy-to-understand terminology, guidance, directions, principles, processes, techniques, worksheets and an AEC Business Development Process schematic to help firms capture more projects and build good client relationships.

“While a firm’s effective use of ‘the total marketing process’ for A/E/C business development as it’s presented in ‘DIRECTIONS2’ won’t guarantee winning every project, firms that follow the process will, over the long term, improve their batting average,” Rodgers said. “They will win more projects and build their overall business development posture, image and momentum over time.”

About the author

Richard K. Rodgers is a seasoned marketing practitioner, consultant, thinker, author and teacher whose experience spans the spectrum of consumer, industrial and professional services industries. With more than 50 years in a still-active consulting and business development relationship with The Coca-Cola Company, and having introduced the concept of “Marketing” to some 12 business sectors – among them the U.S. restaurant and foodservice industry, intercollegiate athletics and forestry – he entered the professional services arena in 1994 with a strategic marketing guide for law firms titled, “Marketing Legal Services.”

In the mid 1980s, Rodgers lectured on consumer behavior for the Georgia Institute of Technology College of Management, where he later taught a course on strategic marketing. His relationship with Georgia Tech, along with the success of his “Marketing Legal Services” text/workbook led to Rodgers being asked in 1998 to develop and teach a marketing course in Georgia Tech’s College of Architecture, a first in higher education architecture curricula. Today Rodgers still teaches “A/E/C Marketing & Business Development” as well as a course for student future A/E/C firm CEOs titled, “Leading the A/E/C Firm,” a survey of functions and issues with which an A/E/C CEO should be familiar.

Members of the American Institute of Architects (AIA) who audit either course may earn 3 hours Continuing Education Systems (CES) credit for each course through the Georgia Tech Architecture Program Office.

“DIRECTIONS2: Strategic Management & Marketing for A/E/C Business Development,” priced at $125 plus applicable taxes and shipping, will be available for purchase November 1, 2010 from the Engineers Bookstore in Atlanta, www.engrbookstore.com. Pre-sale copies can be reserved until October 31, 2010 at the cost of $95 plus applicable taxes and shipping.

Purchasing four or more copies in a single order qualifies the purchaser for a special rate of $95 per copy, plus applicable taxes and shipping. For those affiliated with a school/university or industry professional organization interested in purchasing a large bulk order, contact the Engineers Bookstore via email or at 800-635-5919 (Gary Gaines, Textbook Manager) to discuss ordering and pricing procedures.

About ProSERV PUBLICATIONS
ProSERV PUBLICATIONS LLC is an organization established by Richard K. Rodgers for the purpose of marketing “DIRECTIONS2: Strategic Management & Marketing for A/E/C Business
Development.” To learn more about “DIRECTIONS2,” visit ProSERV PUBLICATIONS at www.directions2marketing.com, or contact Rodgers at rkr@proservpublications.com.
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NOTE TO EDITORS: If you are interested in receiving a review copy of “DIRECTIONS2,” contact Ann Kohut, Kohut Communications Consulting, at annielk@bellsouth.net, or 770-913-9747.

More information can be found online at http://www.directions2marketing.com

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