Marketing and Selling Professional Services in Architecture and Construction

The “dissemination of knowledge” is a primary purpose of scholarly writings including academic and professional books. While a general “dissemination” is undertaken by most, very rarely does one come across books written purely with the readership's “guidance” (in the chosen field) in mind. As professional services within construction form a major sector in many economies, the academic and professional output – supported by academic and professional bodies – is enormous. Very few of these texts, however, might be able to rival Basil Sawczuk's Marketing and Selling Professional Services in Architecture and Construction in effectively articulating the need to create and sustain business for the service firm's survival, nor be half as zealous in teaching the service professionals the skills to operate effectively in it.

This is a smartly presented text with a crisp, logical narrative that explains the process professionals need to take in order to sell themselves to intelligent clients. The author hails from the construction service sector himself and has a quarter of a century's experience in business development within the sector. He not only demonstrates an understanding of the construction industry service sector operationally, but also evaluates the needs and requirements of the various clients and the client's stakeholders exceptionally well.

The book begins with spelling out the nature of the construction sector, and the service sector in particular. It then focuses on the need for the firms operating within the sector to get business the first time and then keep getting repeated business. This is especially important, as the sector largely comprises smaller firms with non‐specialised marketing skills. The author understands that the task of selling is daunting to begin with, but explains that creating new business is essential for the survival of the firm. A strategy to target clients is explained and skills and tools necessary for creating the best first impression for lasting relationships are explained. The book covers a simple, seven‐step framework that leads the professional service provider through the process of marketing their services. From identifying potential business to understanding the client's requirements to techniques for effective communication, the seven‐stage framework is an exceptionally logical and practical toolkit.

This would make a highly desirable read for anyone operating within the construction services sector – whether they are directly in contact with their clients or not. It presents a well‐structured approach to effectively selling construction services without making the subject too complex or the end unachievable. This book is especially a good addition to the repertoire of those whose task is the regular creation of business, and even better acquisition for those new to the territory.