Developing a Differentiation Strategy: Marketing Your Innovative Practices

We all hear that we must differentiate. In this age of the 30-firm short list, we must make our firms stand out from the competition to win the project. We know the key is more than the old and tired "on time, on budget." What are our innovative differences? Which differentiators work with clients—and which don't? Once we pinpoint our differentiators, how do we sell them? We know if a client doesn't "see it" or "get it," the differentiator doesn't exist. How do we educate our target clients? Join us on this SMPS webinar to explore those key differentiators and how they impact our ability to win profitable work.

Learning Objectives

During this Webinar, you will learn:

• What is a strategy of differentiation and why you need one
• How to define your firm's unique advantage
• What works and what doesn't in terms of differentiation
• How to market innovative differentiators to your clients

About the Presenter

Anne Crowe Kroger, MBA, FSMPS, CPSM, Director of Business Development, Walker Parking Consultants

Anne Crowe Kroger, MBA, FSMPS, CPSM, is the Northeast Region Business Development Director for Walker Parking Consultants' Boston office. Anne has 25 years of marketing and business development experience. Prior to joining Walker in 2006, she was the marketing and business development director for a 100-person multi-discipline engineering firm in Portland, ME. Her work history also includes product and financial services marketing. She holds an MBA from Northeastern University and an undergraduate degree in business with a finance concentration from the University of Mary Washington in Fredericksburg, VA. She is a member of Beta Gamma Sigma honor society, is a past recipient of SMPS' highest leadership award: Chapter President of the Year, and was inducted as a Fellow of SMPS in 2011.

Event Host

What is the SMPS Webinar Series?

An interactive, 90-minute seminar series conducted via audio teleconference and the Internet and hosted by industry experts covering industry hot topics, best practices, and specials interests.

CEU Credits: SMPS webinars are approved for 1.5 hours of Certified Professional Services Marketer (CPSM) CEUs and AIA LU Hours. 

NOTE: Please bring your own lunch or snack!