Business Development And Your Aching Back
Bobby Darnell • May 26, 2026
Let’s talk about something many of us understand: back pain.
You know the feeling. You’ve been sitting at your desk for hours, maybe even days. At some point you realize you’re slouched over, shoulders rounded, neck craned forward. It doesn’t happen all at once — it creeps up on you. And before long, that familiar ache sets in.
The fix is simple, yet somehow difficult: Sit up straight!
The same thing happens in business development.
Many AEC firms, when asked about their processes, confidently check several boxes:
-- “Yes, we have a lead tracking system.”
-- “We’ve got marketing materials.
-- “Our website is up and running.”
-- “We have a social media presence.”
-- “We have a networking strategy.”
All the pieces are there. So why isn’t the pipeline performing the way they want?
The issue usually isn’t the lack of these tools. It’s the posture.
What does “Posture” mean in Business Development?
Having a website is one thing. Having a website that clearly communicates your value, differentiates you from competitors, and actually converts visitors into conversations is something else entirely.
A robust inventory of marketing materials is great. But if those materials are outdated, generic, or no longer relevant to today’s decision-makers and project priorities, they could be doing more harm than good.
A social media presence? Plenty of firms post regularly. Far fewer have a presence that builds real credibility, breeds familiarity, and positions them as a thought leader in their niche.
It’s the difference between sitting in a chair and sitting in a chair correctly.
Poor posture in business development creates that same slow-building ache: inconsistent results, stalled pursuits, proposals that feel like commodities, and the nagging sense that you should be winning more work than you are.
Here’s what I’ve observed after 25+ years working with AEC firms: you can’t always see your own slouch. You’ve been living with your website, your collateral, your messaging, and your processes for so long that they feel perfectly normal. What looks fine to you can appear tired, unclear, or noncompetitive to a potential client.
This is why an outside perspective can be so valuable. Even
Tiger Woods, when he was the #1 golfer in the world, still had coaches on his team who could see things he couldn’t.
Just like a good chiropractor or physical therapist can spot alignment issues you’ve grown numb to, a thorough review of your “posture” across all areas can deliver the straight talk you need:
-- Your website looks professional, but does it actually speak to the specific pain points and priorities of your target clients?
-- Your marketing materials are polished, but are they saying anything meaningfully different from your top competitors?
-- Your social media shows activity, but is it building trust and recognition where decisions are made?
-- Are you prospecting… or are you prospecting properly?
These are the kinds of questions that reveal whether you’re sitting tall or unknowingly slouching.
No one likes to hear they need to straighten up. But that kind of feedback, when delivered constructively, is often the catalyst for meaningful improvement.
I’ve seen firms make modest adjustments to their posture and achieve significant results:
-- A refreshed website that better showcases relevant project experience and thought leadership
-- Updated qualification statements and marketing collateral that reflect current market realities
-- A more intentional social media and content strategy that builds familiarity before the RFP hits the street
-- Better alignment between business development efforts and the firm’s true strengths and sweet spots
-- Prospecting and market penetration processes that deliver quantifiable results
These aren’t massive overhauls. They’re targeted corrections in posture and can dramatically change how the marketplace perceives you.
If your business development efforts feel like they’re under performing — even though you have all the “right” pieces in place — it might be time to examine your posture.
Are you truly standing out? Are your tools working as hard and effectively as they could be? Are you presenting the strongest, most relevant version of your firm?
Or have you been unconsciously slouching — comfortable, but not competitive?
The good news is that fixing posture doesn’t require starting from scratch. It usually just means seeing what you’ve stopped noticing and making a few smart adjustments.
Sometimes the best move is to have someone review your current setup with fresh eyes and kindly, but clearly, tell you where you need to sit up straight.
Your back — and your backlog — will thank you.
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Bobby Darnell is the founder and Managing Principal of Construction Market Consultants, Inc. An Atlanta-based consulting group specializing in Business Development, Sales, Marketing, CRM as well as executive placement for the AEC (Architectural, Engineering and Construction) industry.
Bobby budgets four hours per week for just ‘talking shop’ with AEC Business Owners and/or AEC Business Developers. He never does follow-up emails or calls unless asked.
(Translation: You don't have to worry about booking a call and having him pester or flood your inbox.)
Let’s set aside CRM, analytics, marketing automation, prospecting strategies, qualification statements, SEO, and even artificial intelligence for a moment. Allow me to take a quick detour. When I was a teenager, music came on vinyl LPs, cassettes, and eight-track tapes. Eight-tracks disappeared, replaced by the compact disc. Then CDs gave way to MP3s, downloads, and now streaming. Today, we don’t really own music—we rent access to it. And here’s something that still puzzles me: an independent artist will spend months (and a lot of money) producing an album, only to release it on streaming platforms the same day it’s available for sale—essentially giving it away for fractions of a penny per play. Why? Because the product is no longer the product. Despite every technological shift in music distribution, one thing has remained constant: the one experience you cannot duplicate, download, rip, burn, or stream and that is live music. The energy of the room. The connection. The shared moment. The feeling of being there. You can stream a thousand songs, but you can’t stream the experience of a live performance. Imagine a Phil Keaggy, B.J. Wilbanks or Heather Maloney (pick your favorite artist) concert in your den.” And that’s where the real value has migrated. _____________ Now, let’s come back to business development. All the tools we rely on - CRM, marketing collateral, polished project portfolios, carefully crafted qualification statements are important. Necessary, even. But they are not differentiators. Everyone has them. Everyone uses them. They are the equivalent of recorded music. Useful. Scalable. Efficient. But not unforgettable. What actually moves the needle - what creates trust, builds relationships, and ultimately builds new business—is the personal experience. Musicians figured this out a long time ago. The money - and more importantly, the loyalty - comes from live performances. From showing up. From engaging directly. From creating something personal and memorable. House concerts are a perfect example. Artists who once filled arenas are now playing intimate venues, connecting with small groups of people in ways that would have been unimaginable years ago. They’re not just performing…they’re building relationships. _____________ So what does this mean for those of us focused on Building New Business? It means we need to shift our emphasis. Not away from the tools—but beyond them. I don’t believe anyone ever won a major project because their brochure was slightly better formatted. No client ever said, “We chose you because we hear you use CRM effectively.” People choose people. They choose familiarity. They choose comfort. They choose trust. And those things are built through personal engagement. Now, I’m not suggesting you grab a guitar and head to the lobby of your top prospect. (Although in the right circumstances, that might actually work.) What I am suggesting is this: Personalize the pursuit. If you’ve worked with me—or been part of our Building New Business 2.0 program - you’ve heard the phrase: 'breeding familiarity'. It’s not about a single interaction. It’s about a series of thoughtful, intentional touch points that make you known before you are needed. It’s about showing up in ways your competitors won’t. It’s about creating a “live experience” in a world full of recordings. Technology will continue to evolve. AI will get smarter. SEO algorithms will change, marketing platforms will become more sophisticated. Data will become more precise. But none of that will replace the value of a genuine human connection. In music, the future didn’t eliminate the live show - it made it more important. The same is true in business development. So, while everyone else is perfecting their digital “album,” maybe it’s time to start thinking about your live performance. Because in the end, the firms that win aren’t just the ones that are heard… They’re the ones that are experienced . ------------ Bobby Darnell is the founder and Managing Principal of Construction Market Consultants, Inc. An Atlanta based consulting group specializing in Business Development, Sales, Marketing, CRM as well as executive placement for the AEC (Architectural, Engineering and Construction) industry. Bobby budgets four hours per week for just ‘talking shop’ with AEC Business Owners and/or AEC Business Developers. He never does follow up emails or calls unless asked. (Translation: You don't have to worry about booking a call and having him pester or flood your 'in-box'.)
If you’ve been following this series, you know we began with Authentic Intelligence - the human judgment needed to understand what your data is really telling you. In the second article, we explored Analytical Intelligence - using that data to identify patterns, trends, and opportunities. Now, we get to the third piece: Adaptable Intelligence. Because knowing what’s happening and even understanding why it’s happening doesn’t matter much if nothing changes. In my work with AEC firms, I see this all the time. Data is collected, reports are run, patterns are identified—and then nothing changes. Firms continue targeting the same prospects, sending the same messaging, pursuing the same types of projects, all while the market shifts, priorities evolve, and opportunities come and go. Far too often, a firm finally implements CRM and then checks it off of their ‘To Do’ list. No plan, no training, no goals. The problem isn’t CRM. It isn’t the data. It’s the lack of adaptability. Adaptable Intelligence is the ability to take what your data—and your experience - are telling you and adjust in real time. Not quarterly. Not “next year when we revisit the plan.” Now. Think about how you use GPS. You don’t plug in a destination and blindly follow the route no matter what happens. Traffic builds, accidents happen, or you miss a turn—and the app recalculates immediately. That’s exactly what business development should look like. When a pursuit stalls, you adjust follow-ups. When a client goes quiet, you change your approach. When the pipeline is too thin or too overloaded, you shift priorities. Adaptable Intelligence is what separates firms that simply move from those that actually make progress. This is also where today’s Artificial Intelligence tools begin to play a role. More than likely, your CRM has built in AI features that can be extremely helpful but are often being overlooked. And while we have not addressed the AI that is all in the news – and we shall soon as it can be very powerful - let’s be clear, it’s a tool, not a replacement for judgment. AI can suggest, it can support, but it doesn’t decide. You do. The most effective firms use AI to accelerate insights, not to hand over the keys to their strategy. When we combine all three “AI’s” from this series, something powerful emerges. Authentic Intelligence helps you understand what’s really happening. Analytical Intelligence helps you see the patterns. Adaptable Intelligence determines what you actually do next. Without adaptability, data and insight sit idle. With it, they drive action. Let me share a simple, real-world example. I worked with a firm that had solid CRM data and a good pipeline, but they were consistently losing deals at the proposal stage. The analytics were clear: opportunities stalled at very specific points. Yet the approach didn’t change. Once we made targeted adjustments - tightening qualification, refining messaging, pruned unnecessary stages and being more selective in pursuit - the results began to shift. Same firm, same market, same data. The only difference was a willingness to act differently. That is Adaptable Intelligence in action. The reality is, most CRM systems are underutilized not because they lack features, but because firms stop short of using them to drive action. Data is collected, reports are reviewed (sometimes), and patterns are noted, yet strategies remain static. AI can help you move faster, but if the underlying approach doesn’t change, it just helps you do the wrong things faster. Adaptable Intelligence ensures you’re pointed in the right direction. The firms that consistently Build New Business aren’t the ones with the most data - they’re the ones who adjust as needed. If you’ve made it through all three parts of this series, you already have the framework. Now it’s just a matter of putting it to work. Look at what your data is telling you, decide what needs to change, and make the adjustment. That’s how insight turns into action, and action turns into results. Remember: “ While all the data we have is about the past, all the decisions we make are about the future." - Alex Hagan ------------ Bobby Darnell is the founder and Managing Principal of Construction Market Consultants, Inc. An Atlanta based consulting group specializing in Business Development, Sales, Marketing, CRM as well as executive placement for the AEC (Architectural, Engineering and Construction) industry. Bobby budgets four hours per week for just ‘talking shop’ with AEC Business Owners and/or AEC Business Developers. He never does follow up emails or calls unless asked. (Translation: You don't have to worry about booking a call and having him pester or flood your 'in-box'.)
If you have been reader of this blog, or are connected with me on LinkedIn , you may recall that the first part of my career was in construction data. It was during those years where I learned much of what I do today in working with companies to help them Build New Business. In was in those early years where I really learned to appreciate the difference data can make. Part of leveraging data is focusing on what makes the difference between ‘data’ and ‘useful data’. They are not the same. One of the best ways to discern the difference is leveraging analytics. While analytics might sound like a buzzword reserved for data scientists, it's really just about using information to spot patterns, make predictions, or inform decisions. We encounter it constantly without even realizing it. Here are a few examples from daily life to hopefully highlight how approachable the concept is. I've included a brief explanation for each, plus how it ties back to CRM principles. -- Weather Apps – Definitely one of the most used apps on my phone. It doesn't just show current conditions - it analyzes vast amounts of historical data (like past rainfall patterns), real-time inputs from satellites and weather stations, and even your location to forecast rain probabilities or suggest an umbrella. This is analytics at work: processing data to provide actionable insights. Do I need an umbrella, an extra jacket, should I postpone the trip? In CRM terms, it's similar to how businesses analyze prospecting efforts, engagement history, market penetration, proposal stats to predict a best path forward for specific opportunities. -- Fitness Trackers – Devices like Fitbit or Apple Watch count your steps, track heart rate, and sleep patterns, then crunch that data to give you summaries - like "You've burned 500 calories today" or "Your activity level is up 20% from last week." Or, you really need to get more than four hours and 38 minutes of sleep per night. (Yep, that’s me…I’m open to suggestions!) It uses algorithms to identify trends and even alert you to irregularities. These everyday analytics help you make better choices, such as adjusting your routine. Just as a fitness tracker analyzes your personal data for health optimization, CRM analytics can review customer interactions to spot loyalty patterns, churn risks, marketing strategies and more. -- Streaming Services - Before Spotify became my number one app, there was Pandora. I discovered so many new artists whose music was similar to my favorites and it wasn’t by chance. Netflix or Spotify doesn't randomly suggest content; it analyzes your viewing or listening history, ratings, and even what similar users enjoy to curate personalized recommendations. In a CRM context, analyzing pipeline data can help you prioritize estimating’s efforts when things are too busy or too slow. What's our win/loss record with companies 'A', 'B' and 'C' - because we only have the resources this month to propose to two of them. -- GPS - Waze and Google Maps process real-time data from millions of users (like speed, accidents, and traffic flow) alongside historical trends to recommend the fastest route. It might say, "Avoid I-95—it's 15 minutes slower due to congestion." That's analytics turning raw data into time-saving decisions. Tie this concept to CRM to analyze data on your prospecting journey. Example: Opportunity source, primary and secondary – one of the most overlooked data points with the companies I have worked with. Tracking client engagement – when should we categorize a client as ‘active’ or ‘inactive’? It can help create targeted follow-ups at the optimum moment. -- Shopping Recommendations - When Amazon says "Customers who bought this also bought..." or emails you about a deal on something you viewed, it's analyzing purchase histories, search queries, and even abandoned carts across users. This collaborative filtering is a form of analytics that drives sales. (I am not here to defend this, sometimes I like the recommendations, sometimes, it ‘scares’ me!) This is essentially what a properly implemented CRM can deliver when examining project, prospect and client data to forecast buying behavior and create targeted promotions. (More for my building product clients and prospects) These examples illustrate that analytics isn't about complex math -it's about leveraging everyday data into creating a shorter line from this very moment to your next new client or contract. It’s about separating the wheat from chaff. Leads vs. qualified leads vs. ideal leads. I have often talked about how far too many companies implement CRM and ignore so many of the features that can make life so much easier. One of the most overlooked features that offers authentic intelligence would be analytics. Maybe it’s time to crack open the user manual and take a peek and would could be. It’s the smart thing to do. Remember - "Without data, you're just another person with an opinion." - Edwards Deming ------------ Bobby Darnell is the founder and Managing Principal of Construction Market Consultants, Inc. An Atlanta based consulting group specializing in Business Development, Sales, Marketing, CRM as well as executive placement for the AEC (Architectural, Engineering and Construction) industry. Bobby budgets four hours per week for just ‘talking shop’ with AEC Business Owners and/or AEC Business Developers. He never does follow up emails or calls unless asked. (Translation: You don't have to worry about booking a call and having him pester or flood your 'in-box'.)
You’ve probably heard the buzz: “AI Is Going To Revolutionize Business Development.” When you hear that, just remember that ‘is going to’ does not equal ‘has’. Prospects and clients ask me about AI constantly and I tell them the truth - I use AI tools every day for research, tech support, a second opinion and helping me remember the name of the 80’s song that is stuck in my head. It’s powerful, it’s evolving fast, and yes, it’s a moving target. But right now, before we chase the next shiny algorithm, let’s talk about something far more reliable…a different AI: Authentic Intelligence . As a Business Development consultant for the AEC industry for the past 25 years, a large part of what I do involves CRM (Client Relationship Management). The utility of CRMs most of the companies I work with is very much like the tip of an iceberg. The visible tip is their contact list, open opportunities, and basic activity logs - the stuff you see every day. But below the surface lies the real mass: patterns, trends, and hard truths your data has been whispering (or shouting) for months or years. Authentic Intelligence is listening to that submerged 90% with human judgment, not waiting for artificial magic to surface. The problem? Most AEC firms treat their CRM like a glorified Rolodex or a compliance checkbox. Data gets entered (sometimes) but rarely properly mined or leveraged. Pipelines stay stagnant , proposals repeat old mistakes, and lead sources go unexamined. The result is feast-or-famine cycles: scramble when cash is tight, coast when it’s not. Meanwhile, top performers quietly extract gold from the same data mine too many others ignore. Here’s where Authentic Intelligence delivers what 'Artificial' hype only promises. It starts with ruthless self-audit of underutilized CRM analytics features and Business Development practices - ones I see overlooked time and again in AEC firms. Here are a few that are at the top of my CRM ‘sermon/soapbox’ list: -- Win/loss Analysis : Why did you win that last institutional project? Logging reasons (client feedback, scope fit, relationship strength, pricing perception) reveals patterns. Firms that do this consistently adjust proposals faster and stop bidding on unwinnable work. -- Pipeline Velocity : Measure how quickly deals move from lead to close (number of opportunities × average deal value × win rate ÷ sales cycle length). This is without a doubt the one question I ask in a discovery call that gets the highest ranking on the, ‘I have no idea’ meter. Slow velocity often signals bottlenecks - qualifying too late, poor handoffs, or mismatched project types. Speed it up, and revenue predictability improves dramatically. -- Custom Dashboards & Reports . One of the first things I tell a client, when we start working together, is to think of three or four reports that you want to see and how often. Stop staring at generic reports. Build views that show which markets convert best, which lead sources deliver highest ROI, whether repeat clients are trending up or down and most importantly, quantifiable data that shows our specific progress in advancing our business development efforts per our current plan . (Italicized for emphasis - this is a big one!) -- Better Forecasting . Track hit rates by team member, scope, or geography. Forecasting pulls it together: realistic revenue projections based on historical close rates, not wishful thinking. These aren’t fancy add-ons; they’re core to most CRMs (and yes, even the budget-friendly ones handle 80% of what the big names do). The gap isn’t the tool - it’s the discipline to use it . Real-world advisory: An engineering firm was stuck in reactive mode, bidding everything that moved. After completing our self-performing Business Development & Marketing audit – which includes CRM usage – they spotlighted win/loss patterns and pipeline stalls at proposal stage. We refined qualification, targeted repeat-client niches, and watched velocity pick up - leading to steadier backlog without the panic pricing as well as making smarter decisions in the initial pursuit. Authentic Intelligence isn’t anti-AI; it’s pro-foundation. Use your human insight to interpret what the data reveals, then layer in AI where it shines (summarizing notes, spotting quick trends, prospecting research, data management). But skip the foundation, and AI just amplifies noise. Ready to uncover what your CRM is already telling you? Start with a Business Development & Marketing Audit —a 165+ point diagnostic that compares your current setup against best practices from hundreds of AEC firms. It’s eye-opening, occasionally uncomfortable, and almost always uncovers untapped opportunities. Drop me a note if you’d like to discuss ( no pressure, no unsolicited follow-up—I promise ). Here’s to turning authentic data into authentic growth. Remember: "We're drowning in information and starving for knowledge." - Rutherford D. Rogers ------------ Bobby Darnell is the founder and Managing Principal of Construction Market Consultants, Inc. An Atlanta based consulting group specializing in Business Development, Sales, Marketing, CRM as well as executive placement for the AEC (Architectural, Engineering and Construction) industry. Bobby budgets four hours per week for just ‘talking shop’ with AEC Business Owners and/or AEC Business Developers. He never does follow up emails or calls unless asked. (Translation: You don't have to worry about booking a call and having him pester or flood your 'in-box'.)
Today’s article is written from 30,000 feet — not because I’m on a plane, but because that’s the altitude where the big-picture problems in AEC business development become painfully obvious. When an architecture, engineering, or construction firm first reaches out to me, I always start with the same question: “Tell me exactly what you’ve been doing to Build New Business.” Once I hear the answer or, too often, the long silence, we can start to focus more on particulars. Or, as I like to say ‘areas of opportunity’. That’s when we start hitting upon some of the key items in our comprehensive Business Development & Marketing Audit — a 120+ point diagnostic that compares what they’re actually doing against what the top-performing firms do consistently. And that’s where the golf analogy comes in. Imagine stepping onto a crowded golf course on a Saturday morning. Play is painfully slow. You stand on every tee box waiting to hit because the group ahead is still in the fairway…who are waiting because the group ahead of them is on the green… who feel rushed the moment they mark their ball because they can sense the growing conga line behind them. The result? You’re either hurrying or waiting — never playing at the steady, confident rhythm that produces your best scores. That is exactly how far too many AEC firms do business development. The “Hurry” Phase: Cash is tight, the pipeline is thin, overhead is burning, payroll is due — suddenly everyone is scrambling: cold calls, desperate proposals, “We’ll sharpen the pencil,” price-cutting, attending every networking event in town. The “Waiting” Phase: A big project finally lands. Margins are decent, the schedule is full for the next 6–18 months, and the entire team breathes a sigh of relief. Business development? “We’ll get serious about that again when things slow down.” Sound familiar? The best golfers — and the most successful AEC firms — don’t play this feast-or-famine game. They maintain a disciplined, consistent pace no matter what’s happening around them. They also use the right clubs for the shot in front of them. Golf gives you up to 14 clubs plus specialized gear. AEC business development gives you CRM, lead services (ConstructConnect, Dodge, etc.), LinkedIn, thought-leadership content, targeted proposals, relationship mapping, automation, analytics, AI and many other tools. I’ve seen too many companies swing the same rusty 7-iron on every hole — or worse, leave half their bag in the trunk. Want to shoot lower scores in golf? Take a lesson, get fitted for clubs, practice with purpose. Want to Build not just New Business but Better Business? Then start with a ruthless review of what you’re actually doing today versus proven best practices.” Think of your audit as a scorecard that forces you to confront every weak link in your process, from lead generation and qualification to proposal hit rates and client retention systems. I’ve had companies complete it and tell me it’s the most eye-opening (and occasionally uncomfortable) 90 minutes they’ve spent on their business all year. Don’t wait for the next “hurry” cycle to hit. Gather your team, audit your processes, score your firm honestly, and finally start playing business development at the steady, confident pace that fills the pipeline — and keeps it full. Remember, "It is a bad plan that admits of no modification." - Publilius Syrus ------------ Bobby Darnell is the founder and Managing Principal of Construction Market Consultants, Inc. An Atlanta based consulting group specializing in Business Development, Sales, Marketing, CRM as well as executive placement for the AEC (Architectural, Engineering and Construction) industry. Bobby budgets four hours per week for just ‘talking shop’ with AEC Business Owners and/or AEC Business Developers. He never does follow up emails or calls unless asked. (Translation: You don't have to worry about booking a call and having him pester your or flood you 'in-box'. You will literally never hear from him again.)
Another trip around the sun and, for many, fiscal and calendar year will soon be in the books. As AEC firms look back on the year and forward to the next, some will decide it’s time for a complete business-development overhaul…or at least, a thoughtful review. Most, though, just need to sharpen a few things. Think of this post as a tasting menu — bite-sized reminders with links to deeper dives from previous articles. Pick what looks enticing and dig in. Start With A Simple Audit Of The Fundamentals Even the best firms drift. Take a half-day and honestly review your current inbound and outbound practices: social media, networking, CRM hygiene, pipeline management, and proactive prospecting. In other words, do a thorough audit of your business development processes . Remember, if you can measure it, you can improve it. → Full post: Reviewing the Fundamentals “Success is the sum of small efforts, repeated day in and day out.” – Robert Collier Always Chase The Shorter Line The only timeline that matters is the one between “Nice to meet you.” and “Here’s your signed contract, we look forward to working with you.” Shorten it relentlessly. → Full post: Focusing on the Shorter Line “All we are doing is looking at the timeline from the moment the client says yes until we collect the cash…and reducing it by removing waste.” – Taiichi Ohno My Million-Dollar Guarantee (Yes, Really) I’ll stake a claim most consultants won’t: follow the exact process in this article and I personally guarantee you’ll add at least seven figures to your top line. No loopholes, no fine print. → Full post: My Million Dollar Guarantee “Opportunity is missed by most people because it is dressed in overalls and looks like work.” – Thomas Edison Are You Actually Using the Tools You Already Paid For? We constantly find firms sitting on a CRM system, Construction Data Subscription, or staff talent they’re barely touching - or not leveraging properly. Sharpen the axe before you swing harder. → Full post: Are You Properly Using the Tools Available? “Give me six hours to chop down a tree and I will use the first four sharpening the axe.” – Abraham Lincoln (Attributed) Sometimes You Have To Tell the Client Their Baby Is Ugly Great marketing materials, an up-to-date website, and targeted prospecting aren’t optional anymore. If yours are hurting you, an honest friend needs to say it out loud. There’s a difference between doing business development and doing business development effectively. (That’s part of my job.) → Full post: Why Freddie Mercury’s Solo Album Fizzled “Without counsel plans fail, but with many advisers they succeed.” – Proverbs 15:22 Spiders Wait. Sharks Swim. Be Both. Smart firms master two completely different games: Spider Marketing (inbound) - prospects find you because you’re impossible to miss online. Shark Marketing (outbound) - you target, pursue and hunt the right prey, qualify fast, and close. One without the other leaves money on the table. → Full post: Spiders and Sharks “Opportunities are like sunrises. If you wait too long, you miss them.” – William Arthur Ward “Here I Am, Come Find Me” Is Not a Strategy Remember Newman’s business card on Seinfeld that just said “Newman”? Too many AEC websites and LinkedIn profiles are the professional equivalent. If a 6th-grader can’t figure out what you do and why you’re the best choice in under 10 seconds, you’re bleeding opportunity. → Full post: Here I Am, Come and Find Me “If you don’t brand yourself, someone else will—and they probably won’t do it as well as you can.” - Gary Vaynerchuk Which one of these made you nod (or wince) the hardest? Feel free to drop me a note and tell me - I read every response. Here’s to a ridiculously prosperous 2026. - Bobby Darnell ------------ Bobby Darnell is the founder and Managing Principal of Construction Market Consultants, Inc. An Atlanta based consulting group specializing in business development, sales, marketing, CRM as well as executive placement for the AEC (Architectural, Engineering and Construction) industry. Bobby budgets four hours per week for just ‘talking shop’ with AEC Business Owners and/or AEC Business Developers. He never does follow up emails or calls unless asked.
If we are connected on LinkedIn , you may have seen my occasional post where I mention I budget four hours per week for taking calls from AEC business owners and/or business development and marketing folks…just to ‘talk shop’. I try my best to emphasize this is not a sales pitch and that I have never, and will never, follow up with a phone call or email, unless asked. The reason I ‘beat the drum’ so hard on this is because I have signed up for a ‘free this or that’ only to shortly thereafter receive a barrage of emails trying to sell me something. I refuse to play that way. Today's post is was born from the last few such calls as it seems to be a reoccurring theme. Now, on to today’s lesson: I have always been fascinated by the amount of information contained in a set of plans and specs for a building. If you have worked with me, or been on one of my ‘talking shop’ calls, there is a chance you have heard this before. It is the set of plans that describes the process of how to pour the concrete, erect the steel, wrap the building, install intricate electrical systems, coordinate HVAC and plumbing layouts, specify high-end interior finishes, ensure compliance with fire safety codes, etc., etc. That said, let’s look at seven concepts many companies overlook when it comes to Building New Business for their AEC company. 1. Have A Plan “You do not rise to the level of your goals. You fall to the level of your systems.” - James Clear In an industry that eats, lives and breathes by following a specific set of plans and specifications to achieve success, it is surprising how few companies have a plan (system) for Business Development. 2. Understand The Plan “O Lord, help me not to despise or oppose what I do not understand.” - William Penn A common hurdle in implementing a Business Development and Marketing plan is push back from those who ‘misdiagnose’ the ‘why’ behind the goal. Like the old saying goes, “Get them to help plan the fight and they will be less likely to fight the plan.” I have often asked seven different employees to define their company’s marketing strategy or plan and it is not uncommon to get seven different answers. 3. Work The Plan “If there's a single lesson that life teaches us, it's that wishing doesn't make it so.” - Lev Grossman It’s very simple, owning an ax doesn’t put firewood in the shed…using it does. 4. Test The Plan “Without data, you're just another person with an opinion.” - Edwards Deming Allow me to paraphrase a famous quote from John Wanamaker. "Half the money I spend on Business Development and Marketing is wasted; the trouble is I don't know which half.” John, with a proper plan and functioning CRM, one can. 5. Don’t Ignore The Plan Once You Get A Big Job That Will Keep You Busy “We are what we repeatedly do. Excellence then, is not an act, but a habit.” - Aristotle And yet, I see this all the time. A company is not getting work from the two clients that provide them with 80% of their revenue and soon start ‘shooting at anything that moves’. Then, they land something and know they will be busy for the next nine months. Therefore, they put aside Business Development and Marketing efforts for next eight. 6. Refine The Plan "It is a bad plan that admits of no modification." - Publilius Syrus What are we on now, the iPhone 16? 7. Celebrate The Plan In the past 24 years, we have worked with close to 400 separate companies (A/E Firms, General Contractors, Subcontractors, Building Products Entities) in the AEC Industry, helping them in Building New Business. The Number One thing that separates them from their competition is they have a plan. If you are still with us, here is an easy quiz, answers provided, to test today’s material. Q: I’m trying to build a restaurant, I want to pour the concrete, what should I do to best facilitate this process? A: Refer to the plans and specifications Q: I’m trying to build a gymnasium, I want to erect the steel, what should I do to best facilitate this process? A: Refer to the plans and specifications Q: I’m trying to build a courthouse, I want to wrap the building, what should I do to best facilitate this process? A: Refer to the plans and specifications Q: I’m trying to build General Contracting Company, what should I do to best facilitate this process? A: Refer to your Business Development and Marketing Plan. Q: I’m trying to build an Architectural/Engineering firm, what should I do to best facilitate this process? A: Refer to your Business Development and Marketing Plan. Q: I’m trying to build a Specialty Contracting Firm, what should I do to best facilitate this process? A: Refer to your Business Development and Marketing Plan. ------------ Bobby Darnell is the founder and Managing Principal of Construction Market Consultants, Inc. An Atlanta based consulting group specializing in business development, sales, marketing, CRM as well as executive placement for the AEC (Architectural, Engineering and Construction) industry. Bobby budgets four hours per week for just ‘ talking shop ’ with AEC Business Owners and/or AEC Business Developers. He never does follow up emails or calls unless asked.
If you follow me on social media, or are connected with me on LinkedIn , you may have noticed I’m fond of posting quotes. Through the years, I’ve shared hundreds, but today’s quote is one I keep returning to because it strikes at the heart of a challenge I see repeatedly in the commercial AEC industry: "The law of diminishing intent says that the longer you delay doing something, the less probability you have of actually doing it." – Michael Hyatt This principle resonates deeply in an industry where precision and planning are the bedrock of success. Think about it: every successful construction project begins with a detailed set of blueprints, specifications, and schedules. These plans are followed meticulously —down to the last rebar placement or HVAC duct. Deviate from the plan, and you risk delays, cost overruns, or even failure. Yet, when it comes to business development and marketing, many AEC firms operate without a plan, leaving growth to chance or fleeting bursts of enthusiasm. This is where complacency and apathy creep in, and the law of diminishing intent takes hold. The Planning Paradox in AEC In my work as a Business Development, Sales, Marketing, and CRM consultant, I’ve seen this paradox time and again. AEC firms excel at executing complex projects but often neglect the same discipline for growing their client base. I’ve worked with dozens of firms where the prospecting process is haphazard, marketing materials are outdated (or nonexistent), and CRMs—if they exist—are underutilized or poorly configured. Social media? Often an afterthought, with sporadic posts that fail to showcase the firm’s expertise. Posturing? Don’t get me started. Why does this happen? The answer is simple: Your day job gets in the way. You’re busy managing projects, meeting deadlines, and solving on-site challenges. The urgency of landing new clients or building a robust pipeline takes a backseat to the immediate demands of current work. But here’s the kicker: the longer you delay creating a structured business development plan, the less likely you are to act on it. Intent fades, opportunities slip, and complacency settles in like dust on an unused blueprint. The good news? You can break this cycle by applying the same rigor to business development that you do on your projects. Here’s how: Draft a Business Development Blueprint - Just as a project starts with a detailed plan, your growth strategy needs one too. Define your target markets, ideal clients, and key differentiators. Set measurable goals—whether it’s increasing RFPs by 20% or securing three new clients in a specific sector. A clear plan keeps your team aligned and accountable. Audit Your Current Processes - Like a chef evaluating a restaurant’s kitchen, take a hard look at your prospecting, marketing, and CRM practices. Are your marketing materials polished and consistent? Is your CRM tracking companies, contacts and opportunities effectively, or is it a glorified Rolodex? Are you leveraging LinkedIn to build relationships? An audit reveals gaps and opportunities to streamline your approach. (Need an structured audit? – click here ) Schedule Consistent Action - The law of diminishing intent thrives on procrastination. Combat it by scheduling regular, intentional actions—weekly pipeline reviews, monthly content creation, or daily outreach to prospects. Small, consistent steps build momentum and prevent apathy from derailing your efforts. Invest in Expertise - You wouldn’t let an untrained intern design a bridge. So why tackle business development without guidance? A consultant can bring fresh perspective, proven strategies, and accountability to ensure your plan isn’t just a good idea but a reality . The commercial AEC industry thrives on precision, yet too many firms leave their growth to chance. The law of diminishing intent reminds us that good intentions alone won’t win new clients or expand your market share. Without a plan, your firm risks stagnating while competitors—who are just as busy but more disciplined—pull ahead. Take a page from your own playbook. You wouldn’t build a restaurant, shopping center or office building without blueprints, so don’t build your business without a growth plan. Start today: audit your processes, set clear goals, and commit to consistent action. If you’re feeling overwhelmed, that’s where I come in—helping AEC firms turn intent into impact, one strategic step at a time. I budget four hours per week for just ‘talking shop’ with no fear of unwanted follow up emails or calls. Let’s connect to discuss how your firm can overcome diminishing intent and build a thriving business development strategy. Because when it comes to Building New Business, as in construction, success starts with a plan. ------------ Bobby Darnell is the founder and Managing Principal of Construction Market Consultants, Inc. An Atlanta based consulting group specializing in business development, sales, marketing, CRM as well as executive placement for the AEC (Architectural, Engineering and Construction) industry. Bobby budgets four hours per week for just ‘talking shop’ with AEC Business Owners and/or AEC Business Developers. He never does follow up emails or calls unless asked.
I have been doing Business Development and Marketing consulting in the Architectural, Engineering, and Construction (AEC) industry since July of 2001. Helping clients understand the types of prospects and their varying levels of engagement is crucial for effective business development. While the primary goal is to build new business, the path from initial engagement with a prospect to signing a contract requires navigating through different types of prospects and stages. Too often the reply I get when I ask, “What kind of work do you want to do?” the answer is, “We will do anything!” (Hint: That is not the right answer.) Prospects in the AEC industry often fall into two categories: (1) sophisticated builders and (2) unsophisticated builders. Recognizing the differences between these two groups can help tailor your business development approach. Sophisticated Builders : These are clients who frequently engage in construction projects and have a strong understanding of the process. An example of a sophisticated builder is a hotel chain. Although their primary business is hospitality, they regularly undertake construction projects for new hotels or renovations. They are familiar with the intricacies of design, product specification, contracting, and project management. Sophisticated builders are seasoned in dealing with architects, engineers, and contractors, making them well-versed in the AEC industry's dynamics. Unsophisticated Builders : On the other end of the spectrum are unsophisticated builders, who rarely engage in construction. A church, for instance, may only construct a new building once every 10 or 15 years. These entities lack the frequent exposure to the construction process and may be unfamiliar with the complexities of selecting a contractor, managing budgets, or understanding the nuances of design and specification. They often require more guidance and education throughout the project lifecycle. Three Levels of General Contractor Engagement In addition to recognizing the type of builder, it’s important to understand the levels of engagement that a future building owner might have when considering a general contractor. These levels are analogous to assembling RTA (Ready To Assemble) furniture, where there is a step-by-step process involved, moving from unawareness to a final choice. The process of selecting a general contractor follows a similar path from uncertainty to decision. Level One: No Clear Path At this stage, the client has no specific idea of whom they will choose as their general contractor. This is akin to opening the box of RTA furniture and seeing a jumble of parts and pieces with no clear understanding of how to proceed. These prospects are starting from scratch; they may not have any relationships with contractors or even a clear understanding of how to begin the selection process. They are likely open to learning, exploring options, and considering a variety of contractors. For these clients, providing educational resources, initial consultations, and a broad overview of your services can be valuable in guiding them through the initial stages of their decision-making process. Level Two: Preliminary Considerations Clients at this level have begun to form an idea of who their general contractor might be. They’ve done some preliminary research, gathered recommendations, or attended industry events where they met potential contractors. This stage is like sorting through the pieces of RTA furniture, laying them out, and starting to see how they might fit together. These prospects are developing a sense of what they want but are not yet fully committed to any one contractor. At this stage, it’s important to build rapport, highlight your unique value propositions, and demonstrate your expertise. Tailored presentations, case studies of similar projects, and early-stage design assistance can be persuasive in moving these clients closer to a decision. Level Three: Shortlist and Decision-Making At this final level, the client has a shortlist of vetted contractors and is prepared to request proposals. This stage is like having most of the RTA furniture assembled, with just a few final steps before it’s complete. These prospects are well-informed, have specific requirements, and are evaluating their top choices based on detailed criteria such as cost, timeline, and previous project success. At this point, your focus should be on differentiating your firm from the competition through strategic proposal development, showcasing your team’s capabilities, and aligning closely with the client’s goals and vision. It’s crucial to be responsive, precise, and supportive as they finalize their decision. The Process: From Stranger to Client Just like assembling RTA furniture, where following the instructions step by step leads to a completed product, moving a prospect from a complete stranger to a signed contract as their general contractor requires a structured approach. For sophisticated builders, the process may be more streamlined, while unsophisticated builders might need more detailed guidance. However, regardless of the type of builder, each prospect must be nurtured through the levels of engagement. By recognizing where each prospect stands and adjusting your approach accordingly, you can effectively guide them through the journey and position your company as their trusted partner in construction. In the competitive AEC industry, understanding the nuances of your prospects and aligning your business development efforts to their specific needs and level of engagement can significantly improve your success rate in securing new contracts. Whether working with sophisticated or unsophisticated builders, tailoring your approach to their familiarity with the construction process and carefully navigating through the levels of engagement will set the stage for a successful partnership. "Finally, tracking the process—capturing key data points, engagement activities with key contacts, and more—will help you build a valuable knowledge base within your CRM. This bank of actionable information will not only streamline your current efforts but also provide strategic insights to navigate your next pursuit with greater precision." Naturally, I am compelled to mention this ties in CRM as an essential tool for compiling and utilizing the information effectively. Because, like the old saying goes, without data, you are just another person with an opinion. ----------------- Bobby Darnell is the founder and Managing Principal of Construction Market Consultants, Inc. An Atlanta based consulting group specializing in business development, sales, marketing, CRM as well as executive placement for the AEC (Architectural, Engineering and Construction) industry. Bobby budgets four hours per week for just ‘talking shop’ with AEC Business Owners and/or AEC Business Developers. He never does follow up emails or calls unless asked