Thought Leadership

Asked about his current biggest marketing problem and what he’s doing to get around it, Rick Worrel, President of Affinis, said, “It comes down to the
development of a new skill set, one that has nothing at all to do with engineering.”

He begins by referencing Herbert Hoover’s memoirs: “There is the satisfaction of watching a figment of the imagination emerge through the aid of science to a plan on paper. Then it moves to realization in stone or metal or energy. Then it brings jobs and homes to men. Then it elevates the standards of living and adds to the comforts of life.”

“This is what we do. It truly is our life’s work and our calling,” Worrel states. “And, though it seems like it should be enough, it isn’t. In the real world, to build our business each of us must adhere to our mission: to build long-lasting relationships with co-workers, clients and colleagues by listening, learning, delivering and celebrating.”

“For some this is easier said than done,” he adds. “Engineer jokes aside, we’re not all comfortable in taking the steps required to build a new business relationship. We can talk all day about RCB’s and stormwater control but to contact a new prospect to ask for a meeting can seem daunting.

“To address this need we implemented a multi-faceted business-development approach that began by bringing in a marketing planner. We formed an eightmember team to hone our business strategy by focusing on training and best practices. After identifying client touch points and messaging and differentiation points we developed new marketing tools, including an up-to-date capabilities presentation.

“Along the way we learned that training plays a major and on-going role in business development. Making engagement strategies a priority, we use brownbag lunches, our book club discussions, as well as external training offerings. We also assessed co-workers strengths and weaknesses and developed a mentoring program that is helping each employee identify new business opportunities and develop appropriate client and prospect engagement
strategies.”

Worrel closes by admitting, “this is a work in progress, but we are seeing results and we are celebrating each victory.”

Affinis Corp is a civil engineering firm with more than 25 co-workers in Overland Park, Kansas. Services include: federal services, arterial and residential streets, streetscapes, highways and interchanges, traffic, bridges, site development, stormwater management, dams, levees and survey.