Practice

ASLA Workshop

Overview

Join us for a 3-month SKILL | ED workshop series that coaches professionals on how to build business relationships with purpose and intention. At the end of the workshop, you will have clear direction on how to create a business development plan, client engagement strategies to increase your project backlog, and the tools you need to create an accountability plan to keep you (or your team) on task.

This workshop is for you if:

• You want to build your brand and attract your ideal clients.
• You are looking for systems and processes to keep you focused and organized.
• You are within the first five years of owning your own practice.
• You are a business development professional in the landscape architecture industry.

Required Commitment to the Program

The program’s success is directly related to the attendance by the participants and therefore necessitates 100% attendance and participation. Participants are expected to dedicate 4-6 hours of time to this workshop each month for 3 months (March, April, May), including a monthly 90-minute workshop.

Monthly virtual workshops will be hosted on the following dates from 12:00pm - 1:30pm ET:

• March 24, 2023
• April 21, 2023
• May 19, 2023

Application Process

• Application opens January 27, 2023
• Deadline to apply is February 28, 2023
• Applicants who are accepted to the program will be sent a link to pay the registration fee

Up to 15 participants will be selected by the ASLA SKILL | ED Practice Management Institute Committee via application review.

 
Registration

• ASLA members - $199
• Non-members - $349

Workshop Modules

Module 1: Orient
The foundation of a successful business development strategy starts with understanding why your firm exists, the impression your firm will have on future generations, and the behavioral values that determine how the people in your firm realize its vision.

• How to develop your organization’s mission, vision, and values
• How to align your strategy with your vision to build an intentional path to realization

Module 2: Systemize
An essential part of meeting your strategic goals is to create systems of accountability that keep you and your team on track. These systems take on all different shapes and sizes, and ultimately, you must find something that works best for your organization.

• How to organize your day and your week to maximize your greatest value.
• How to organize your month and the next quarter to ensure you are intentionally working towards your strategic goals
• How to keep your team focused and not distracted

Module 3: Seek
If you don’t make it personal, it’s just sales and no one trusts a salesperson. This module gets specific about how to create meaningful, professional relationships. We will discuss strategies behind how to connect with your clients and within your organization. In a world where Forbes calls the new CEO, “Chief Empathy Officer,” connection is more important than ever when creating a sustainable, thriving organization.

• From a cold call to a warm embrace: how to build trusting relationships
• Behavioral and social sciences behind connection
• How to connect as an extrovert, an introvert, or somewhere in-between

Workshop Structure

• Blended curriculum for 3 modules over a 3-month period 
• Mix of virtual facilitation, self-paced learning, and action-learning projects
  • Each month kicked-off with a 90-minute workshop
  • Small group collaboration will occur between each module kick-off. This time will include virtual collaboration within groups of 3-4 people. 
  • The facilitator will attend a portion of the small group sessions to answer any questions
  • Supplemental learning including articles and learning support resources (articles, videos, worksheets, etc.) to reinforce the learning objectives.  
   
• Workshop facilitator: Emily Henry is the founder of Connect For, a business development consulting and coaching firm. With 17 years of experience, Emily leverages her relationships, communication skills, and expertise to partner with owners and emerging business development to grow their business, impact, and influence. Emily is also the Director of Business Development at Studio Outside, a landscape architectural practice based in Dallas, TX.

Continuing Education

It is intended that this program will have Landscape Architecture Continuing Education System™ (LA CES™) -approved professional development hours made available for its participants (non-HSW).