61: AE Marketing & Sales with Scott Steiding, Productive Pursuits

Scott Steiding is the former principal and head of marketing and sales at Morrison Hershfield, a 1000-person engineering firm with multiple locations. He has extensive experience in the engineering and construction industry, particularly in the expansion of wireless networks. Scott is currently the founder of Productive Pursuits, a consulting business focused on improving sales and marketing effectiveness in the architecture and engineering industry.

Summary:
Scott Steiding shares his journey  from his early days developing wireless networks and critical facilities to sales and marketing. He discusses the unique challenges and opportunities in the architecture and engineering industry, including the seller-doer model and the importance of aligning marketing and sales efforts. Scott also highlights the value of understanding clients' needs and delivering exceptional service to build long-term relationships. He emphasizes the need for firms in the industry to improve their sales and marketing practices and leverage technology to streamline processes and capture valuable data.

Key Takeaways:

• The architecture and engineering industry is fragmented, with a few large and many small firms.
• Professionals in the industry are often more focused on their technical work than on sales and marketing.
• Clients in the industry are smart and sophisticated, and they value the quality and reputation of the firm.
• Differentiating oneself in the industry can be challenging, but delivering exceptional value and service can help build long-term relationships.
• The seller-doer model is common in the industry, where professionals are responsible for both selling and delivering the work.
• Implementing a net promoter score system can provide valuable feedback and help improve the client experience.
• Pricing in the industry can be challenging to manage, but leveraging data and market conditions can inform pricing decisions.
• Firms should continuously test the market, adjust pricing to capture value, and account for increasing costs.
• There is a need for improved sales and marketing practices in the industry, and technology can play a crucial role in streamlining processes and capturing data.

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