Seller-Doer Training: An Essential Tool for Sustainable Growth

In the architecture, engineering, and construction (AEC) industry, seller-doers are crucial in driving business development while executing project work. According to research from Stambaugh Ness and the SMPS Foundation, 89% of AEC firms rely on seller-doers for business development. However, despite their importance, 37% of firms do not provide any formal seller-doer training, and among those that do, the training is often insufficient. The Stambaugh Ness 2025 AEC Industry Outlook found that 72% of firms are concerned about the need to better train staff—a challenge that ranks among the top concerns across the industry.

Understanding the Seller-Doer Role

Before diving into training strategies, it’s essential to understand the dual nature of the seller-doer role. In most firms, business development and project execution were traditionally separate functions, with dedicated sales teams bringing in work and technical professionals focusing on project delivery. However, the seller-doer model blends these responsibilities, requiring technical staff to engage in business development while still performing their primary project roles.

To excel as a seller-doer, professionals must master a diverse set of skills that combine business development with project execution, including:

• The ability to cultivate and maintain strong client relationships
• Understanding the sales pipeline, proposal development, and market positioning
• Clearly articulating ideas, presenting to clients, and networking effectively
• Recognizing opportunities, handling objections, and closing deals
• Balancing project work with business development responsibilities

The “Why” of Seller-Doer Training

Many firms expect technical professionals to take on business development responsibilities but fail to provide the necessary training to support them. This disconnect can lead to inefficient business development efforts, lost revenue opportunities, and frustrated employees who feel unprepared for their expanded roles.

Business development is not optional. Competition in the AEC industry is fierce. Firms that do not proactively develop their seller-doers risk losing clients to firms with more engaged and business-savvy professionals. The challenge? Most seller-doers are not natural salespeople. Many technical professionals have little to no formal sales or business development training, making it difficult to navigate networking, client management, and deal closure without proper guidance.

The gap in business development skills becomes even more pressing as experienced professionals retire, taking valuable client relationships and industry knowledge with them. Firms must prioritize knowledge transfer and training for the next generation of seller-doers to ensure continuity and long-term success.

Bridging this gap requires more than just good intentions; it demands a structured approach to training. By equipping seller-doers with the right skills, firms safeguard valuable client relationships and empower their teams to engage in business development with confidence. When seller-doers feel prepared, they build stronger connections, seize more opportunities, and contribute directly to the firm’s growth.

Seller-Doer Training Program Must-Haves

To build an effective training program, it’s essential to focus on the top skills seller-doers need to succeed. Again, these skills don’t always come naturally to a technical professional but are the foundational must-haves for a seller-doer.

• Client relationship-building skills teach seller-doers how to establish trust, maintain client relationships, and identify opportunities for future work.
• Business development fundamentals help professionals understand the sales process, from lead generation to closing deals.
• Effective communication & presentation skills enhance seller-doers’ ability to present proposals, network, and communicate value confidently.
• Time management & prioritization teach seller-doers how to balance business development with project responsibilities.
• Leveraging technology & CRM tools ensures seller-doers can use software to track opportunities and client interactions.

Firms that prioritize these core competencies will see professionals with increased confidence, stronger client relationships, and a more strategic approach to growth. This culture of proactive business development will result in higher engagement, improved win rates, and a competitive edge in an increasingly crowded AEC marketplace.

Next Steps

The research is clear: AEC firms depend on seller-doers, yet too many lack the training needed to truly succeed. Don’t let your firm fall behind. Join me and industry expert Scott Butcher, FSMPS, CPSM, for our upcoming webinar Developing a Seller-Doer Training Program for Your AEC Firm.

In this session, we’ll discuss how you can create a seller-doer training program that empowers your team to drive business growth while delivering exceptional project work. Register today and take the first step toward a stronger, more business-savvy workforce.