Show, don’t tell, and whenever possible, defy gravity! Last week I had the pleasure of speaking to two different Virginia state associations in the AEC (Architectural, Engineering, Construction) industry: the Society of Design Administrators and Society of Professional Engineers. Like many other firms in other industries, it’s an ongoing challenge to stand out and set your firm apart when prospects often think “you all look alike, same-o, same-o, just tell me your price.” I’m always pounding the drum that encourages anyone in this situation to go beyond describing their products and services, and instead, bring your benefits to life. A....
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