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January 21, 2026 | 12:00 PM EST to 1:30 PM EST
Pennoni
1900 Market Street, Suite 300, Philadelphia, PA, 19103
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The primary goals of the business development process at AEC firms are to establish credibility and trust with a prospective client. But how is that achieved at each step of the client acquisition process – connecting, meeting, and following-up with the prospect? Following an introduction to a contact, how do you get an in-person meeting when the prospect has limited time on his/her calendar? When you get to that critical meeting, what should be discussed? After that dialogue, how do you continue the conversation? Most importantly, how do you do all of this while maintaining your credibility and trust?
During this session, Bill Long shares the successful strategy that he has utilized for the Connect-Meet-Follow-up process over his decades-long career in the AEC industry. Learn Bill’s approach to increase your chances of getting that in-person meeting. What to say that will lead the prospect to want to meet with you. Learn the topics that should be discussed during this introductory meeting – and what should be avoided. Finally, learn the follow-up tactics that will maximize the effectiveness of your future “touch points” while continuing to build upon your credibility and trust.
If you attended Bill's Account-Based Strategies in October, this one is a great follow-up, however, still a great stand alone program to attend!
Who should attend?
- Business Developers (Seller-Doers)
- Marketing Coordinators & Specialists
- Proposal Managers & Coordinators
- Firm Principals & Leaders
- And anyone wanting to learn more about the client acquisition process!
Agenda
- 11:45 a.m. - 12:00 p.m. - Networking/Grab lunch (lunch will be provided)
- 12:00 p.m. - 1:30 p.m. - Program
Lunch will be provided!
Registration will close at noon on Wednesday, January 20th.
Speaker
William R. Long, PE, LEED AP, FSMPS
Principal
WRL Consultants
William R. Long brings more than four decades of experience in the design and construction industry, where he has held leadership roles including Principal, Vice President, Project Executive, and Director of Business Development. A licensed Professional Engineer, LEED Accredited Professional, and SMPS Fellow, Bill understands the business from every angle—technical delivery, client relationships, and strategic growth.
Now a consultant, coach, and educator, Bill works directly with AEC firms to improve business development performance through focused, actionable strategies. He is the creator of the TREAT Strategy—a five-step, Account-Based approach that helps firms target the right clients, reduce pursuit costs, and drive more profitable growth. His approach integrates marketing and sales efforts with firm leadership, ensuring that teams work smarter, not harder, to build sustainable pipelines.
Bill also teaches professional practice and firm management courses as an adjunct professor at Drexel and Marywood Universities and frequently speaks at regional and national AEC events. His passion lies in positoning firms and individuals for future success.
Tickets
$40 Member
$55 Non-Member
$40 Other Chapter Member
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