Mark Zweig is one of today’s most sought-after consultants and speakers on the subject of management and marketing in architecture, engineering, planning, and environmental consulting firms. Now he shares his insights on how smart firms are reinventing the way they market and sell their services. How to get started; Mistakes to avoid; How to get the most bang for your marketing buck; And much more!

• Mark Zweig believes it’s time to turn a new page in the business of marketing professional services. It’s time to start with a fresh sheet of paper.
• Why? Because the traditional approaches to marketing and selling are bankrupt—and at the first sign of an economic slowdown, the consequences for many A/E/P and environmental consulting firms could be catastrophic. Unless they act now!
• We’re entering a new age in marketing and Mark Zweig will become your personal coach in this one-hour conversation—Reinventing Marketing.

Reinventing Marketing

Mark Zweig is one of today’s most sought-after consultants and speakers on the subject of management and marketing in architecture, engineering, planning, and environmental consulting firms.

He’s worked with hundreds of professional service firms around the U.S. to make their businesses more successful. Every week, thousands turn to his column in The Zweig Letter for a unique mix of common sense, humor, practical advice, and visionary ideas. Now, for the first time in a one-on-one video, Mark sits down with author Jennifer Zaslow to share his insights on how smart firms are reinventing the way they market and sell their services.

What does Mark know about marketing? He’s the one who coined the term "process marketing," a system of consistent marketing activity firms undertake over the long term that utilizes the laws of probability to achieve results. His Revolutionary Marketing seminar sold out in cities from coast to coast, then went on to become a best-selling video program. And his own successful consulting and publishing firm has grown no less than 30% a year in each of the last 11 years, thanks to the very marketing strategies Mark advocates to his design and environmental consulting firm clients.

According to Mark, the central flaw in most firms’ approach is that they’re not about marketing at all. They’re selling and only selling. The trouble is, because it’s based on what one or a few people do, selling alone usually doesn’t produce consistent results. The firm is more subject to "boom-bust" cycles, tied to the rainmakers’ activity and morale levels, and more vulnerable, since any of these super-sellers can move to another firm or start their own companies and become the firm’s toughest competitors. The other major problem with marketing is that firms spend too much of their time and resources pumping out one proposal after another in response to RFPs. Is it any wonder that the median proposal hit rate for this industry is 34%?

How do firms escape the trap of relying on individual selling efforts and RFPs? That’s what you’ll learn in the Reinventing Marketing video. It’s all here in an intimate 60-minute conversation with Mark. How to get started; Mistakes to avoid; How to overcome objections and build support inside the firm; How to get the most bang for your marketing buck; How to measure success and make sure your program is working; And much more!

It’s not a lecture. It’s not a speech. Just Mark Zweig in a one-on-one dialogue that’s entertaining, informative, and inspiring. It’s like having a one-hour personal consultation—except you can watch it as many times as you like and share it with others in your firm.

Speaker Profile

Mark Zweig is a leading expert in management for the A/E/P and environmental consulting industries. As president and CEO of ZweigWhite, he consults to top management in A/E/P and Environmental Consulting firms throughout the U.S. and abroad in strategic planning, turnarounds, organization restructuring, mergers and acquisitions, marketing, operations, finance, ownership transition, and more. Prior to founding the firm in 1988, he served in two ENR top-500 A/E/P firms. He is a widely published writer on A/E/P and environmental firm management and the author of five books. An accomplished speaker, Mark Zweig has conducted hundreds of seminars as well as spoken in front of local, state, and national chapters of many A/E and environmental industry associations. Mark’s firm, the leading management consulting, publishing, and training firm serving the A/E/P and Environmental Consulting industry, has twice been named to the Inc. 500 list of fastest growing privately held firms in the U.S.

• "What’s wrong with the way A/E/P and environmental firms are marketing today?"
• "It seems like we’ve come a long way and the industry is overall really healthy—how can you say something’s wrong?"
• "Why not just pay whatever it takes to get some good sales or business development people and call it a day?"
• "What’s the first step in this reinvention of the marketing function?"
• "Can we do it with the same staff that’s working in our industry now?"
• "What type of talent should we be looking for?
• Is it necessary that our marketing people have experience in this business?"
• "What are some specifics—things that a firm can do—that will radically change the effectiveness of their marketing efforts?"
• "How much money should we have to spend?"
• "If you had a real tight budget, what’s the first thing you’d spend money on marketing-wise?"
• "How can we tell if this stuff is working?"
• "Principals are fairly skeptical of anything that raises overhead and cannot be immediately cost-justified. That said, how can support be built for this kind of a marketing program?"
• "What does the future look like marketing-wise for A/E/P and environmental firms?"