Developing a Differentiation Strategy: Marketing Your Innovative Practices
July 24, 2012 at 2:00 PM EDT, 1:00 PM CDT, 12:00 PM MDT, 11:00 AM PDT

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.

CEU Credits

SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

Per-Site Registration Fee*

SMPS Member Site Registration: $179
Nonmember Site Registration: $239

*Remember: Webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!

Recordings of SMPS Webinars are available for purchase and training at

Add To Cart
Select a Session Format:
 Online Archive Webinar Recording ($179.00 for SMPS Members, FREE for CPSM Certified Members, $239.00 for Non-Members)
 CD-ROM Webinar Recording ($179.00 for SMPS Members, $179.00 for CPSM Certified Members, $239.00 for Non-Members)



For Registration Questions, Call (800) 274-9390.