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Biz Dev 2-day Workshop
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11/30/2017 to 12/1/2017
When: 11/30 + 12/1
9:00 am
Where: A3K Consulting
177 E. Colorado Blvd., 3rd Floor
Pasadena, California  91105
United States
Presenter: Karen Compton
Contact: Zelda Wong

Online registration is closed.
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This two-day interactive workshop will present the seven elements that constitute an effective business development program in the AEC industry. Attendees will engage in lively discussions and hands-on exercises, and walk away with useful tips and tricks to increase their competency and confidence in the business development process.

Day One (Thursday 11/30/17, 9 AM to 5 PM)
I. Business Planning Module [45 minutes]
• Elements of a business plan
• Why is planning important?
• Organizational growth and development

II. Business Development Planning Module [45 minutes]
• Understanding the “funnel”
• Sales planning
      Market research
      Targets versus prospects
• Marketing planning
      Public relations
      Digital marketing / social media
      Proposals and presentations
      Internal communications

III. Sales Culture Module [90 minutes]
• What is it?
• What are the elements?
• Defining roles and responsibilities

IV. Value Proposition Module [90 minutes]
• Defining core capabilities
• Defining competitive advantage
• Learning to communicate business value not services
• How to craft effective value propositions

V. Proposals and Presentations Module [90 minutes]
• Pursuit management – understanding roles and responsibilities
• Create a pursuit-level value proposition
• Messaging
• Supporting graphics
• Insights from the Owner’s selection panel side

Day Two (Friday 12/1/17, 9 AM to Noon)
VI. Digital Marketing Module [45 minutes]
• Why is digital marketing important?
• How to make your digital toolkit work together
• Three steps to ensure your efforts are successful

VII. Metrics Module [2 hours]
• Cost of a pursuit
• Understanding your hit rate
• Return on investment (ROI) for marketing/business development
• Establishing a marketing/business development budget

VII. Closing Summary and Q&A [90 minutes]

Thursday, November 30 and Friday, December 1
Thursday, 9:00am-5:00pm
Friday, 9:00am-1:00pm

A3K Consulting
177 E. Colorado Blvd., 3rd Floor
Pasadena, CA  91105

$475 AIA Member pre-registered
$500 Non-AIA Member pre-registered

Workshop package includes handout materials, breakfast, lunch and refreshments.


This workshop is brought to you by Karen Compton, CPSM and Brandy Little, CPSM, CPCC with the support of Subject Matter Experts Bob Kain and Lauren Hanson.

About A3K Consulting
Founded in 2006, A3K Consulting offers strategic and business planning, on-demand solutions, and education and training services to help businesses achieve long-term business success. By disrupting conventional thinking about practice management, A3K Consulting helps its clients design and build sustainable practices that yield real value and tangible results.


Karen Compton, CPSM | A3K Consulting
Karen offers a wealth of knowledge gained from a diverse background in the AEC industry. She founded A3K Consulting in 2006 with a vision of challenging clients to view their business, values and services in ways that surpass convention to achieve their objectives. With a solid reputation as a trusted advisor, Karen provides informed guidance on complex leadership, operational, and strategic issues. Karen has been a featured speaker for several national organizations including the AIA Knowledge Practice Community, American Institute of Architects, the Society of Design Administration, the Alberta Association of Architects, the American Society of Landscape Architects and PSMJ Resources. Her articles have been featured in such publications as the Journal of Public Policy, SMPS Marketer, and the Rainmaker.

Brandy Little, CPSM, CPCC | A3K Consulting
With more than 20 years of experience, Brandy demonstrates competence in strategic market planning and research, proposal production, and business development for the AEC industry. She has built marketing departments from the ground up by implementing sound marketing strategies. Since 2011, she has consulted with more than 30 firms, improving their return on investment of marketing and business development dollars. Brandy was recently named SMPS/LA’s 2017 Leonardo Award Honoree for her accomplishments and innovative approaches to marketing and business development.


Bob Kain, AIA, ACHA | A3K Consulting

Bob has a distinguished career as an architectural firm leader with demonstrated success in executing strategic initiatives. He provides clients with market penetration and growth strategies by helping them assess their existing conditions and develop targeted solutions for achieving their business goals. By engaging with all levels of leadership in an organization, Bob creates net positive results in a firm’s business development program.

Lauren Hanson | Catch Collaborative
Lauren is a marketing and communications expert with 13 years of experience helping AEC firms achieve their business goals. She founded Catch Collaborative, a digital marketing consultancy, to enable sales, drive leads, and elevate brands for professional service companies. With a data-driven approach, she helps her clients focus on strategies and channels that maximize ROI.



Cancellation Policy:  Cancellations made at least one week prior to the event will be refunded, less a $10 cancellation and processing fee. No refunds for cancellations will be given after that time. No refunds shall be issued for no-shows. Registration may be transferred to another individual.”  AIAPF reserves the right to cancel any event where the minimum number of pre-registration registrants is not met. If such a cancellation occurs, registrants will be notified and given the opportunity to select an alternate and comparable event to attend. In the event such an alternate and comparable class is not available, then the registration fees will be refunded as appropriate. Further, dates, times, classes, program subject matter, instructors, panelists and fees are subject to change, without notice, at any time at the sole and absolute discretion of AIAPF.

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