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ASCE 9780784401002 1996

ASCE 9780784401002 1996

$20.04

Marketing and Selling A/E and Other Engineering Services

Published By Publication Date Number of Pages
ASCE 1996 125
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Gladden and Olitt oofer 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.

PDF Catalog

PDF Pages PDF Title
1 Cover
4 CONTENTS
8 PREFACE
10 I. INTRODUCTION
12 II. FUTURE GROWTH PLANNING
20 III. MARKETING PLANNING
The Five Stages
23 Marketing Planning Philosophy
24 The Marketing Plan Process
25 Marketing Plan Preparation
33 Marketing Plan Outline
41 IV. MARKET RESEARCH
Introduction
Marketing Publications
42 Developing Market Contacts for Lead Generations
Targeting Clients
44 V. SIX FUNDAMENTAL TIPS ON EFFECTIVE MARKETING
Scope, Schedule, and Budget
Selling Philosophy
45 Don’t Oversell Yourself
Maintain Existing Clients
48 The Multilevel Marketing Approach
49 Professional Ethics
51 VI. MARKETING DIRECTOR AND THE MARKETING TEAM
53 Characteristics of the Successful Sales Professional
54 Roles and Responsibilities
56 VII. DEVELOPMENT AND IMPLEMENTATION OF A STRUCTURED SALES PROGRAM
Setting Up Your Client and Prospect List
60 Communication and Recordkeeping
63 Information Retrieval System
Project Reports
65 Communication and Performance
67 Approach to Contacting Your Prospects
69 The First Appointment
70 The Next Appointment
72 Existing Client Contacts
74 VIII. SEMINARS: A POWERFUL TOOL FOR DEVELOPING NEW BUSINESS
Introduction
Seminars as a Strategy
75 Technology Section
76 Speaker(s) Selection
Effective Presentation
78 Location
Timing
Costs
79 Program
80 Post-Seminar Strategy
82 IX. DIRECT MARKETING
83 Brochures
85 Proposals as a Marketing Tool
88 X. INDIRECT MARKETING
Advertisement
89 Newsletters and Technical Journals
News Media Releases
90 Leveraging on Your Membership
91 Speaking Engagements
Entertainment
92 XI.THE PSYCHOLOGY OF BUSINESS DEVELOPMENT
Rapport-Building Techniques
96 XII. PUBLIC RELATIONS
98 XIII. BUDGETS
100 ACKNOWLEDGMENTS
101 APPENDIX. EXAMPLE MARKETING PLAN
103 TABLE OF CONTENTS
104 I. INTRODUCTION
A. Program History
105 B. Program Fee Goal & Budget for Fiscal Year 1989
106 II. REVIEW OF FISCAL YEAR 1988
A. Fee Goal and Budget
B. Evaluation
C. Major Accomplishments in FY 1988
108 D. Significant Losses
E. Program Strengths
109 F. Program Weaknesses
111 III. SUMMARY OF EXISTING MARKET CONDITIONS
112 IV. PROGRAM OBJECTIVES
A. Short-Range Objectives
113 B. Short-Range Strategies
114 C. Long-Range Objectives
D. Long-Range Strategies
116 V. TARGET ACCOUNT RANKINGS
119 VI. ORGANIZATION CHART
122 INDEX
A
B
C
D
E
F
G
H
123 I
K
L
M
124 N
O
P
R
S
125 T
V

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ASCE 9780784401002 1996
$20.04