AEC Marketing for Principals

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Howard Wertheimer to discuss budgeting for 2022, the talent war, minority firm inclusion, and the rise in M&A’s within the AEC industry. Wertheimer, former EVP and COO of the Piedmont Park Conservancy, started his career as an architect where he was Principal at Lord Aeck Sargent. He served as the AVP for capital planning and space management at the Georgia Institute of Technology. With nearly 40 years of industry experience, Wertheimer has seen the AEC industry transition and offers a unique perspective on how firms can successfully move into 2022.What you’ll learn about in this episode:The lasting impacts from COVID principals need to take into consideration for 2022 planning.Why being flexible as an owner goes a long wayWhat it takes to win the talent war Importance of minority firm inclusion and mentorshipsWhat you need to know before moving forward with an M&AResources:UPCOMING: Stay tuned for more information on the 2022 Fall Workshop brought to you by Judy Sparks and Howard Wertheimer

The quality of our life is in direct relationship to the number of difficult conversations that we’re willing to have. Sometimes letting go of a client is a necessary step towards driving revenue, profitability, and employee satisfaction.On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Bill Hinsley from PSMJ to discuss the value equation, when to raise your costs, and the importance of sales training. As an established AEC consultant and speaker, Hinsley will walk you through how to have the difficult conversations that lead to revenue growth and staff retention.What you’ll learn about in this episode:How listening will help you grow your business and win more workUsing the Value Equation to drive revenue while building staff retentionWhen to raise or lower costs, and how to have the conversation.How to train your “doers” to sell.Resources:https://go.psmj.com/thrive-2021-home

On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Dan Oblinger and Allan Tsang of Oblinger and Tsang to discuss the power of negotiation, associative listening, and the different types of empathy. The duo emphasizes the distinct relationship between marketing and negotiation and why it’s important for a firm internally and externally.What you’ll learn about in this episode:‘Seven Deadly Sins’ of communicationThe negative side of “Associative Listening” The When and How of the negotiation processDifferent types of empathy Additional Resources:https://oblingertsang.com/ 

Season 3 of AEC Marketing for Principals Podcast is all about the revenue driver. Hosts Judy Sparks and Katie Cash discuss changes to the marketing and business landscape in the world of AEC and the changes firms adapted to continue to drive revenue. This season, our episodes will focus on tactics and skills you can use moving forward. What You Will LearnThe theme of Driving Revenues The Impact of 2020 on AEC Marketing How AEC firms have adapted to virtual marketing How to fix it when it’s broken The role of technology moving forward 

What you’ll learn in this episode:Key takeaways from season 2 of AEC Marketing for PrincipalsPivoting from traditional to digital marketingBest practices for virtual interviews2021 marketing and budget planningMarvin Woodward discusses GSFIC’s changing procurement processEvelina Roseman’s perspective on COVID’s economic impactJake Stefan’s insight on the emerging trends in the industrial industryPaul Springthorpe’s approach to building successful corporate relationshipsJoe Mynhier’s secret for being super at salesKatie Leonard’s advice on becoming a great healthcare industry partnerJere Smith gives an update on the K-12 market

Click Here for the Full TranscriptView the Smart Notes for this EpisodeThe K-12 market has seen a lot of change this year. School closures have caused students and teachers to adapt a virtual lifestyle and capital improvement projects to be put on hold. On the flip side, without students and faculty occupying schools, it has allowed the construction process to become more streamlined. Some projects are now projected to finish ahead of schedule.On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Jere Smith, Director of Capital Improvements for Atlanta Public Schools, to discuss the changing K-12 Market. Smith talks about the impact technology is having on the procurement process, what K-12 owners are looking for in proposals and in interviews, and what he sees on the horizon for 2021.What you’ll learn about in this episode:COVID’s impact on the K-12 marketTechnology shaping the procurement processBest practices for proposal submissionWhat to expect in 2021Resources:https://smartegies.com/podcasts/jere-smith/https://ga4le.org/https://www.aiaga.org/events/the-future-of-k-12-design-post-covid-consequences-and-consideration/https://aps.bonfirehub.com/

It’s no secret the healthcare market has been impacted heavily by COVID-19. From virtual patient care and equipment shortages to freezing capital construction projects, healthcare systems have had to pivot tremendously. So what does capital spend look like in the future? How can AEC firms be a good partner for healthcare systems?On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Katie Leonard, Vice President of Real Estate and Facilities Department at Wellstar Health Systems, to discuss the impact of the current low or no touch economy and how it will continue to shape the healthcare market. Leonard also breaks down what it takes to win work with Wellstar.What You Will Learn:How AEC firms can bring value to healthcare systemsWays to connect with healthcare ownersCapital spend and project type future trendsHow to approach design in the low touch economyImportance of the consumer experienceHow to build a relationship with WellstarTop things Wellstar looks for in proposals and the interviewResources:Don’t Lose it in the InterviewThe Art of the Pitch, with Katie Cash and Judy SparksDon’t Lose it in the [Virtual] Interview, with Katie Cash 

As we approach 2021, it’s time to start thinking about annual marketing budgets and where to allocate funds moving into the new year. For the AEC industry, tradeshows, client events, and conferences are common line items up for discussion during budget planning, but COVID through a wrench in those plans for 2020, causing many firms to pivot and embrace other tactics like digital marketing. So what pre-pandemic marketing, sales, and business development tactics stay or go in 2021, and what post-pandemic tactics need to stay?On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash discuss the liminal space and how AEC firms should reallocate their marketing funds to adapt to the new low touch economy. During the discussion, you will hear five recommendations AEC firms should include in their 2021 plans and budgets.What You Will Learn:Top 5 things to plan for in 2021How to allocate resources around seller-doer developmentBenefits of account-based marketing and account-based salesThe importance of embracing digital advertisingTaking traditional communication platforms virtualThe keys to successful mergers & acquisitionsResources:Account-Based Marketing with Judy Sparks and Katie CashUsing ABM to Generate Marketing Qualified Leads and Grow your Business with Katie Fisher, JLLAEC Branding After a Merger or Acquisition with Donya Edler 

“You can’t be good at sales if you’re an introvert!” In the AEC industry, there are preconceived notions of who can and can’t sell. But what is the key to becoming super at sales? As an introvert with a successful 30-year architecture career, Joe Mynhier knows what it takes to become a top seller-doer, against all odds.On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Mynhier to discuss his new book, The Introverted Hunter: An Introvert’s Field Guide to Become Super at Sales! Mynhier debunks the common misconceptions of sales in the AEC industry and how strategic listening and trust play a huge role in building relationships.What You Will Learn:The process known as “The Hunting Continuum”Advice for young AEC professionals and how to grow your networkThe importance of strategic listeningWhy quid pro quo is the key to salesHow to close the dealResources:https://www.amazon.com/INTROVERTED-HUNTER-Introverts-Field-Become-ebook/dp/B089KR48RH

Ryan Companies US, Inc. is a national leader in commercial real estate. With over 80 years in business, Ryan Companies has adopted new strategies internally and externally to become a better partner for their clients, which include Amazon, Kroger, Target, and John Deer, to name a few. Ryan Companies serves many different markets offering a wide variety of services, so how has COVID-19 impacted their business, and what new market trends are they seeing?On this episode of AEC Marketing for Principals, hosts Judy Sparks and Katie Cash are joined by Paul Springthorpe, Chief Integration and Operations Officer of Ryan Companies, to discuss how client relationships play a significant role in long-term business success and the importance of internal alignment. Springthrope breaks down COVID-19’s impact on the different markets Ryan Companies serves and the main problem they are seeing throughout the industry. He also discusses what Ryan Companies looks for in an industry partner.What You Will Learn:How vertical integration has enhanced the customer experienceThe benefit to approaching business as a “farmer, not a hunter”The impact the low-touch economy is having on the different marketsWhat Ryan Companies looks for in industry partnersResources:https://www.ryancompanies.com/https://www.ryancompanies.com/careershttps://www.ryancompanies.com/offices