Everything is better with PIE!

How to get cooking on Business Development through the

Plan, Implement, and Evaluate (PIE) methodology!

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PROJECT LIFE CYCLEGet $ Work.Do Good Work.Get More Work.

MARKETING:The right messageto the right audiencein the right formatat the right time.

We get to know the market and the client.

We get to know the project.

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The client gets to know us.

The client prefers to work with us.

AwarenessUnderstanding

InterestConsideration

ActionCommitment

ChampionLoyalty

Wegettoknowthemarket/client>>Wegettoknowtheproject>>Clientpurchasesfromus >> Clientprefersusandrecommendsus

MARKETING BUSINESS DEVELOPMENT

[PASSIVE] [CREATE VISIBILITY] [ACTIVE] [CREATE CONNECTIONS][PUSHED MESSAGE] [PERMISSION-BASED][TARGET A MARKET/CLIENT] [TARGET A PERSON: HAVE A CONVERSATION][ENGAGEMENT] [CONVERSION]

REACH[OUTBOUND] NURTURE[INBOUND]

CLIENT RELATIONSHIP MANAGEMENT/PIPELINESelling Delivery Performance Maintain

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Marketing:Communicating the value of

what you offer to your customers.

Business Development:Closing a particular

project-specific opportunity.

Tells audience who you are. Creates awareness of your firm, services, and people. Aim is to pique interest and start conversations.

• Website and Social Media• Advertising/Press Releases• Educational Collateral and Emails• Case Studies and Articles

Convince clients to hire your firm. Makes it easy for a client to buy. Securing the delivery of your services.

• Direct, one-on-one client contact• Relationship building and maintenance• Proposals, interviews, and presentations• Webinars, Videos, Technical Reports, Books

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MARKETING:MOST SUCCESSFUL FOR AEC FIRMS

TO CREATE AWARENESS

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• Presentations• Postcards• Announcements• Reference Letters• Website• Awards • Events• Boards• Promotions

• Collateral• Graphics• Posters• Panel Discussions• Ads • Qual Packs• Intro Letters• Social Media• Sponsorships

Frame the message Focus on the client/people

Engagement: Awareness/Understanding/Interest

PUSH

• One-on-One• Specifically Getting Work• Targeting Key People Directly• Promoting for a Specific Project• Finding Qualified Leads• Goal = Turn in a Proposal, Interview, Contracts• Relevancy, Visibility, Frequency• Creating a Relationship• Make the Call/See in Person

Conversion: Action/Commitment/Champion/Loyalty

PERMISSION

Marketing Business Development

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LEAST SUCCESSFUL (WE KNOW THIS!)• Responding to too many RFQs• Responding to unqualified leads• Full SOQ proposal to interview can cost $5,000 – $100,000+

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BUSINESS DEVELOPMENT:MOST SUCCESSFUL FOR AEC SALES

EVERYTHING IS BETTER WITH PIE:If you need a concrete, real-life, honest-to-goodness formula to follow for writing a Business Development structure, you have come to the right place! We will walk you through the different parts of a plan, show you how to implement it (even without fancy equipment or a CRM system!), and discuss how to evaluate it. We like to call this PIE. Who doesn't like PIE?!?!

A successful BD process is complex and takes a significant amount of time, effort, and resources...not to mention creativity, persistence, patience, resilience, and a personal touch. But it's not complicated, and we'll show you the ingredients and instructions to this powerful recipe. Get ready to become a master BD baker!

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WHY?EQUATION COMPANY

BUSINESS PLANNING

TYPES:• Strategic Plan 3-10 year horizon• Business Plan 3-5 year with budget• Business Development Plan 1-3 year with budget• Marketing Plan 1-2 year with budget• Individual Action Plans 1-4 Q

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1 Plan: Business Analysis2 Plan: Client Analysis3 Plan: Business Development Goals4 Implement:

Client Capture PlanBusiness Development PlaybookTM

5 Evaluate:Weekly, Quarterly, Yearly Metrics

6 Training7 Roll-Out

BUSINESS DEVELOPMENT

PLAN

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PastoPerformanceRecordoRevenueoStaffing/PersonneloSurveyResults

Current SituationoExecutiveSummaryoOrganization/Structure,Leadership,andKeyStaffoCoreValueAlignment/Purpose/Mission/Vision/BrandPromiseoValueProposition:Differentiators,WhatMakesYouWhoYouAre?oProducts/ServicesWeProvideoStrategicAnchors- CurrentBestClientsoCompetitiveAnalysis- ListofCompetitorsoSWOTAnalysis- InternalStrength/Weakness(SW)andExternalOpportunities/Threats(OT)oListCollaboratorsoCurrentPursuitswithContactInformationoStrategicHiresandStaffingoRecruitmentTacticsoCommunicationandStaffUnityoProceduresandProtocolsoTraining/ProfessionalDevelopmentoOrganizationsoMarketingandPromotion– Awarenesswithinfirmandoutinmarketplace

FutureoEconomicEngine- CurrentandProjectedRevenueGeneratorsoGeographicandMarketAnalysis– CurrentandEmergingoClientAnalysis– CurrentandPotentialoEconomicTrendsoCompetitiveIntelligence

1 BUSINESS ANALYSIS

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Non-negotiable1 Ideal Clients have core values that are similar to my firm.2 Ideal Clients have a reputation for paying their consultants on time.3 Ideal Clients allow their consultants to be profitable.

One of either 4 or 54 Ideal Clients do not view our services as a commodity.5 Ideal Clients appreciate and are willing to pay for the added value that we provide.

One of either 6, 7, or 86 Ideal Clients have a reputation of developing long-range plans. 7 Ideal Clients require a high volume of services.8 Ideal Clients have a reputation in the industry for developing billboard/landmark type projects.

Characteristics that are a plus9 Ideal Clients have a team of consultants that remain consistent from one project to another.10 Ideal Clients refer my firm to other potential ideal clients.

2 CLIENT ANALYSIS >> DEFINE YOUR IDEAL CLIENT

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• Make a list!• Personal knowledge• Firm files and internal intelligence – ask around!• Ask peers, vendors, and consultants• Check references• Social media footprint• Website• LinkedIn• Hire researchers – great CPSM community thread a

few weeks ago on this topic

2 CLIENT ANALYSIS >> IDENTIFY TARGETS

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Targets = current and potential clients

Use a grading system: A/B good, C on the fence, D/F not worth it.

Toll Booth Check/Questions to Consider?Do targets meet Ideal Client Criteria? Do we have time, talent, and money to pursue? Do we have resources to perform if we win?What is the profitability of these clients in your firm’s history?

2 CLIENT ANALYSIS >> PRIORITZE/RANK TARGETS

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A/B Priority 1 – Strategic ClientSignificant client whose loss or gain would have great impact

C Priority 2 – Routine ClientSome billable work, limited knowledge

D/F Priority 3 – ProspectCold: no relationship, no knowledge of your firm ORWarm: some knowledge, no current or recent work

Properly rank potential and current clients…

Worktoimprovefeesand/oroperations

Serveandprotect

Evaluate Growvolumewith

FOCUSONYOURBESTCLIENTS

Volume of Projects

HighVolume

LowVolume

Profitability

LowProfit HighProfit

HighVolume

LowVolume

LowProfit HighProfit

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A/BSTRATEGIC CLIENTS

CROUTINE CLIENTS

D/FPROSPECTS

% of Targets % of Marketing time and $

10% 60%

30% 30%

60% 10%

Spend the right amount of time on the right client…

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Name recognition campaigns

Name recognition events

Visits by Client Manager

Find opportunities

Track qualified leads

Additional meetings with Principal

Targeted campaigns

Targeted events

Client Capture Plan

A/B C D/FMarketing can helpMarketing can help

Marketing can help

Marketing can help

Marketing can help

Marketing can help

Match the right client to the right tactic…

These numbers should be based on the intelligence you gathered in the first two sections. Information to include:

2017 2018 2019 2020 2021

PracticeRevenue

DivisionRevenue

DepartmentRevenue

Profitability

StaffNumber

NewClients

TotalClients

ServiceLines

BD/MarketingBudget______________________________

3 BUSINESS

DEVELOPMENT GOALS

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Create a “client capture plan” for each client you prioritized as A or B.4 IMPLEMENT

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CLIENT CAPTURE PLAN

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Tool that details information and tactics necessary to successfully “capture” a client’s business.

Gather accurate intel, secure the data, share it with the right people within your organization.

IMPLEMENT

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Successful Relationships Take Years to Establish

Build appropriate relationships. Match titles.

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Assign accountability and stay on task by using the

systems and technology

that work for you!

• Client Capture Plans – Excel, Word, or paper• Paper Calendar• Task Apps – “Daily Goals”• Business Development PlaybookTM

• One Note (great for sharing)• Outlook (great for sharing)• CRM System (great for sharing)• Websites – Asana (great for sharing)

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No matter the method or technology, you are creating a sustainable process.

Collect accurate data + record it +share it with the right people

+ set next action

IMPLEMENT

BD METRICS>> WHAT TO TRACK

What is important to you and your firm?

• Quantity of business cards – YUCK!• Contacts and connections/touches• Number of all leads identified• Number of qualified leads• Number of pursuits (proposals and interviews)• Cost per lead/pursuit• Win rate• Cross-sell services• Revenue and profit

5 EVALUATE

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How much effort does it take to bring in one actual dollar? The numbers may be different for your firm… but the equation is solid.

FromtheZweigGroup:• Reality: We know you have to make 100 calls (contact touches) to get through to 50 people to

set up 8 meetings to make 4 proposals and win one job with an average fee of $20K.

• Goal: To sell $1 million in fee.

• Effort: To hit $1 million in sales, you would have to make 5000 calls, get through to 2500 people, set up 400 meetings, make 200 proposals, and win 50 $20K jobs.

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BD METRICS>> HOW TO TRACK

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102

2

3

1 3 4

0 1 1

4

2

$275,000$12,500$750

Your weekly “progress rate” is 20%.

Capture these numbers in the chart below to quantify how you move through the project life cycle.

These numbers show how well you are building a culture of BD.

These numbers will be cumulative to show:We have to contact X # of clients to generate Y # of leads, etc.

Your “hit rate” this week is 50%.

“Show them the money!” $250EVALUATE

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Pull time sheets. Track hours spent on marketing and BD.IDENTIFY DOER/SELLERS AND WHAT PERCENTAGE THEY SHOULD BE SELLING. THESE RATIOS ARE AVERAGES IN AEC:

• Dedicated BD: 100% • President/CEO: 25-40% • Principals: 35% • Division Managers: 25% • Department Managers: 20% • Project Managers: 15%

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208

10

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13 26 39

2 10 12

10

3

$1,000,000$45,000$25,000

40% “progress rate”

30% “hit rate”

12/39=31% … *Zweig 8%

Spent $1 to make $13 ORBD budget is 7.5% of income

Measure these numbers against # of clients you have and # of people in your firm.

Lots of leads generated, not enough qualified… use Go/No-Go process.

DEPENDS!

$5,000

How many man hours did these metrics take?

EVALUATE

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2020

17

32

25 57 82

6 25 31

50

10

$10,500,000$200,000

100% “progress rate”

20% “hit rate”

31/82=38%

Spent $1 to make $34 ORBD budget is 3% of income

Measure these numbers against # of clients you have and # of people in your firm.

More rigorous vetting process of leads needed.

$75,000$30,000

ALL/FOUNDATIONo Business Development Structure/Frameworko How to Use the Client Capture Plan o How to Use a BD Workbook/Metricso Business Development 101 and How to Win a Project o Approved Online Modules (Red Vector) o Social Selling: Maximizing LinkedIn

BEGINNERo How to Network the Clients You Already Haveo One Note: Working Tag-Team between BD and Admin o Business Development Best Practiceso How to Use Your Calendar to Futurecasto Find the Value Proposition for Each Client o Book: Four Disciplines of Execution o Ideas on How to Communicate with Clients

ADVANCEDo Firm-Wide Selling: How to Sell Us (Case Studies) o How to Organize a Scouting Team o How to Sell Core Values as a Differentiator

INTERMEDIATEo Client Analysis o Start a Book Club! o How to Be Visible: Location Based Networking o Organizational Ownership o Listening to Generate Leads and Convert Clients o Do you have a “Love Potion”? (Grant Funding) o Small Government Networking o Details Make the Difference: Your Clients are Paying Attentiono Selective Organizational Involvement: How and Why o Hi, My Name is Sybil: Overcoming the Schizophrenic Nature of BD o The Best BD: Post Project Surveys and Walkthroughs with Clientso How to Win a Project: Case Studies o How to Bring Clients with You o Pre-Selection Positioning o Long-Life Cycle of Selling: Tag-Teaming and Subversive BD Tacticso CRM Training

6 TRAINING

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• Introvert OR Extrovert!!• Relationship Building - Connections • Trusting Communication Channels• Face Time – Service/Attention Oriented• Planning for Goals• Make an Effort • Value Iterative Progress• Ability to Track and Measure • Listen! Right Place at the Right Time• Problem Solving• People Skills – Be Yourself!• Strategy // Politics• Entertainment• Psychology

Pick people carefully for each level of training.

Match the skill to suit their interest and personality.

Give them time to practice.

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What skills must you have to be good at Business Development?

Sample Task List

• Identify Committee Members• Request BD plans from anyone who has one• Meet with all committee members; Who is willing to teach what? • Develop a framework for BD plans in public and private sectors • Distribute DRAFT to CEO for comments• Distribute DRAFT to Leadership; Revise/get buy-in• Publish FINAL document; Leadership shared with their key staff• Social Selling/LinkedIn Training completed• Weekly BD tips and LinkedIn lessons (via email) to BD staff• Yammer group for Business Development• Work with HR to develop process and content for brand “sharing”:

awareness and recruiting • Develop and distribute LinkedIn checklist• Working with individuals on LinkedIn improvement• Corporate Marketing to check in with BD staff; Do preliminary research• Finalize list of training and course offerings • Develop the training courses for a BD track within “university” • Merge with CRM capabilities - Microsoft Dynamics• Work with leadership to assign accountability guidelines for input, sharing, tracking, and reporting• Setting up content hub using Dynamics and SharePoint

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7 ROLL-OUT

Set a schedule that works for you.

PIE

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• Plan: Secure good research and accurate data.• Plan: Create realistic and specific goals.• Plan: Develop actionable framework.• Plan/Implement: Share a vision among employees.• Implement: Assign accountability.• Implement: Prioritize and complete tasks. • Implement: Identify resources needed for success.• Evaluate: Create a measuring stick!

• Shows people where to go, what to look for, what to do, share data, focus their efforts.• Specific, measurable, attainable, realistic, tangible. SMART.• Keep it simple… back to basics. Be disciplined in your process. • Metrics mean you can track progress to determine success, or... • IMPORTANT… allows you to correct actions if results aren’t achieved. • Minimize waste – discard low probability pursuits, excessive events, and $$$ giveaways.• Identify and maximize multiple different points of contact – no confusion.• Thoroughly understanding your client and their organization hones your message.• Customize your attention to their needs and wants. • Stay in it for the LONG GAME!

The Power of PIE!

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Starting Point

BD is a Long Game! Stay Motivated!

Don’t Give Up!

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Stay Motivated! Make Iterative Progress!

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Kristin Kautz, CPSMpie@equationcompany.com

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