MANAGEMENT FILES
me to help with their pursuit of a project that involved designing and teaching an operations curriculum for facility staff in the water treat- ment plants of a group of small Texas municipal utility systems. For this client, the project would represent more than their previous year’s total revenues. While it was not viewed as a “must win” assign- ment, it was definitely a case of “we’d really like to win this one.” After discussions with the client and a few hours of online research, I started by writing what amounted to a feature article about water and its importance to individuals and communities. I wrote about how the usual expectation when a person turns on the faucet was a glass of clear and pure water, tasteless and odorless, safe to both drink and bathe in. I
The selling power of a good story Compelling accounts build connections with clients and help establish credentials to win projects. By Bernie Siben, CPSM
Toward the end of my firm’s first year of providing marketing and stra- tegic assistance to A/E firms, one of my very small-firm clients asked
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csengineermag.com
may 2018
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