The Challenge of Communicating Value Across an Organization
Can everyone in your organization confidently communicate all of the value propositions your firm represents? For most AEC firms and professional services organizations, the answer is no—and that’s completely understandable. As teams grow, services diversify, and client needs expand, communicating value becomes harder. Even in smaller organizations, it’s a real and persistent challenge.
In our leadership presence coaching and business development training work, we help firms identify and convey a consistent, organization-wide value proposition. That’s important—but it’s not enough. Larger organizations often deliver many different types of value to many different audiences. Expecting every employee to memorize every offering simply isn’t realistic, especially across multiple business units, service lines, or specialist teams.
A Practical Approach to Spreading Value Knowledge
Instead of asking everyone to know everything, here’s a far more effective and scalable approach: teach each person to clearly communicate three specific value propositions:
- Their own value proposition—what they personally bring to clients or the team
- The value proposition of their immediate team—the expertise and outcomes their group provides
- The value proposition of their business unit—the broader strategic value delivered across their division
When people can communicate these three layers with confident presence, networking improves, cross-collaboration becomes easier, and client-facing conversations get stronger. Encourage team members to share these value propositions whenever they introduce themselves—at internal meetings, cross-team sessions, or client touchpoints. Over time, the entire organization becomes more fluent in what the whole firm provides.
Building Organizational Awareness Over Time
This won’t create instant mastery of your entire service catalog—but it will dramatically accelerate organizational value awareness. Bit by bit, person by person, your firm becomes more aligned, more confident, and more consistent in how it communicates value. This is foundational for business development communication training, leadership communication, and AEC presentation skills.
If you want help building a stronger value communication structure across your firm—or want shortlist interview training or business development coaching to reinforce it—we’d love to support you.
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