On-demand webinar
Getting off the revenue roller coaster
What you’ll learn :
- Why "that is just the way it is" in AEC revenue is a fallacy, and what replaces it
- The five elements of a strategic sales plan, starting with targets for this year, next year and year three
- The positioning formula that earns a conversation in the six to eight seconds you actually get
- Why 90% of firms have no documented business development process, and the 15-19% lift from fixing that
Speaker :
Maryanne Hewitt
High Performance Coach · AEC
David Mullins
Strategic Sales Coach · US
What's covered
Inside the session. Watch a clip, then get the full recording.
Too little work means layoffs and taking projects you should not take. Too much means burnout and 48-hour stints. Both crush margin, and firm leaders are told to get used to it.
That proving yourself wins all a client's work. That clients choose on creative approach with price second. That sales is a dirty word. Firms do not win on portfolio alone.
Revenue targets for this year, next year and a sense of year three; where that revenue comes from; the KPIs and conversion metrics behind it; core focus; and a go-to-market strategy.
Demographics tell you who could buy - building type, size, minimum fee. Psychographics tell you who will: the decision maker with a problem they are motivated to fix now.
Their title, their emotion, the common problem: "I work with CEOs who are concerned with losing money on employee turnover", followed by a unique value proposition carrying measurable outcomes.
Five to seven milestones, the steps and actions inside each, and a probability to close so a forecast means something. Plus qualification criteria before anything advances.
Entering at the RFP makes your proposal a commodity. Maryanne tells the story of being fired from a project for presenting a portfolio without ever asking what the client cared about.
Resources
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Frequently asked questions
Common Questions
Because most firms react to RFPs rather than positioning ahead of them, and few have a documented business development process. The session calls this the revenue roller coaster: desperation at both ends, with layoffs at one and burnout at the other. It is treated in the industry as inevitable, and the webinar argues it is not.
Five things: revenue targets for this year, next year and a sense of year three; where that revenue will come from (existing accounts versus new ideal clients); the KPIs and conversion metrics, such as how many proposals it takes to win ten projects; a core focus; and a go-to-market strategy.
Between six and eight seconds, according to the session. That is why the positioning statement names the client by title and the emotion attached to a problem you solve, rather than opening with your portfolio.
The webinar cites 90% of firms having no documented process, and a 15-19% increase in success rate from implementing one effectively - before anyone improves their selling skills. Competency development on top is where the larger growth comes from.
Five to seven milestones. Fifteen is too many for anyone to remember or follow; one or two is too few to manage. Each milestone needs its steps and actions, qualification criteria before an opportunity advances, and a probability to close so the forecast is usable.
Yes. A referral gets you the conversation, not the trust. The prospect still does not know you can solve their problem, so the same positioning message applies when you follow up on one.
The next step
Stop running on heroics. Start engineering revenue.
Whichever way you work with us, the same proven Revenue OS runs underneath. Book a growth session and we’ll show you where to start.