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Marketing & Branding

Social media: strategy, not hype

Two questions my clients routinely ask are, “We’ve read a lot about Facebook, Twitter, LinkedIn, and other social media tools, but do they really help to market and sell professional services?” And “What should our firm be doing in this arena?” In this issue of The Friedman File, I’ve asked one of my long-time business associates (dating back to our ZweigWhite days 15 years ago) Sally Giedrys of Artisan Communications ( to share her thoughts on social media strategy and critical success factors. Sally is a deft researcher, ghostwriter and communications consultant who has collaborated with me on numerous projects for architects, engineers and environmental consultants. In addition, she has crafted and implemented social media content for many service and experience-oriented businesses and contributes to industry blogs (both on behalf of Artisan Communications and many of our clients) — Rich Friedman.

Over the […]

By |2017-07-18T15:27:49-04:00January 2012|Marketing & Branding|

The key to killer short list presentations: go long on them, short on you

As many of you know all too well, competition among A/E/C and environmental consulting firms has become extremely intense. In addition to key pre-positioning and business development strategies I’ve addressed in previous issues of The Friedman File, the shortlist presentation is where the proverbial rubber meets the road. It’s your last shot at winning the business. Yet with all that at stake, one of the biggest problems I observe is the lack of a well-conceived, crisp message. Often, the content ends up rambling, running long, or otherwise failing to influence.

One of my consulting partners, Terri Langhans, CSP, (Certified Speaking Professional), is out to change that. I first heard Terri present her “Maverick Marketing” program at a Society for Marketing Professional Services (SMPS) national conference a few years back. She has cleverly named her company “Blah, Blah, Blah.” (Not surprisingly, her URL is, and […]

If there was ever a time… maximizing your marketing & BD ROI

With many A/E/C and environmental consulting firms experiencing layoffs, salary freezes/reductions, benefit cuts, and other cost-cutting measures, it’s more important than ever that firms invest their precious marketing and business development (BD) overhead dollars wisely.

Getting more staff involved in BD (especially project personnel), in ways commensurate with their role, career juncture, and skills is a no-brainer when compared with the alternative of relying on a few key rainmakers. But this approach also requires a commitment to training, coaching, and mentoring — a commitment that is lacking in many firms in good times and bad.

Complicating the return-on-investment (ROI) equation is the inherent challenge of measuring marketing and BD ROI, as the overall sales process for a professional services firm is non-linear, serendipitous, and circuitous. It can be a “black box,” with multiple strategies and touches contributing to a new client or new project. That […]

By |2017-07-12T17:12:29-04:00March 2009|Business Development, Marketing & Branding|