Better Business

What makes your architecture, engineering, or construction firm special? If you don’t know the answer, it’s time to find out. Understanding your competition and how they sell their services will help you discover your A/E/C firm’s unique positioning possibilities.

You could be losing work to less qualified, less experienced firms if you neglect proper positioning. It’s fairly common for firms to list the work they do, the number of years in business, or even their financial achievements. But none of those facts tells a client what value you bring to their project.

Competitive analysis is one of the essential studies you need to perform in your firm’s strategic positioning efforts. It’s important enough that you must spend time on a regular basis studying your competition and understanding how they market their business. When you know where you stand, you can set your firm apart—and that can lead to stronger bids, more winning opportunities, and a more profitable, successful business.

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This article, written by Elke Giba,  first appeared in the October 2017 issue of Marketer.

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