Marketing Handbook For The Design & Construction Professional

Developed by The Society for Marketing Professional Services (SMPS), Revised 1999, published by BNi, $59.95.

The book is divided into five parts; Planning, Sales and Business Development, Winning Work, Public Relations and Management, written by 49 different authors, and reviewed by 13 marketing professionals. The result is a wonderful research tool, an invaluable tool for your marketing staff (big office) or yourself (small office).

Let me give you an example which was recently very beneficial for my firm. In the past, I sought to have a diverse practice with lots of volume, but in the last few years have become focused on a specific niche. This was not intentional, it was a natural evolution. But now that I am there, what's my strategy? Sure enough, Marketing Handbook had an article entitled The Niche Strategy ñ A Stronger Way to Compete by Ellen Flynn-Heapes. This article was helpful in showing how niche type firms operate and grow. There was a diagram on Getting the Work, Doing the Work and Organizing the Work that was developed by SPARKS: the Center for Strategic Planning. It talks about everything, from how to select a niche to trends to watch. This article was a gold mine for beginning the development of a niche strategy. This book is a must for all design and construction professionals.

 
Reviewed by Charles Chief Boyd, FCSI, CCS, AIA, a Principal of Thalden … Boyd, Architects, Tulsa, OK.

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©  Copyright 2007, The Construction Sciences Research Foundation, Inc.  Updated January 12, 2007.