Leadership Institute Class of 2026: Building Business Development Skills
The Leadership Institute Class of 2026 gathered in Milwaukee on October 21–22 for its second session, Business Development & Marketing: What It Takes to Win Work. Led by Barbara Shuck, FSMPS, CPSM of Everest Marketing Services, the session explored how industry professionals can strengthen client relationships, communicate firm value, and approach business development with confidence.
A first-day highlight was the Mock Client Meeting Exercise, where teams put their new skills into practice through realistic sales call scenarios. This hands-on experience encouraged participants to think on their feet, ask thoughtful questions, and listen actively.
A big thank you to the professionals who volunteered as guest clients and made the exercise possible:
- Emily Basalla, PE, CFM, Clark Dietz
- Brian Wilson, PE, EMCS
- Uriah Wolfe, PE, SE, LEED AP, GRAEF
- Ryan Spackman, PE, Ruekert & Mielke
- Aaron Gudeyon, PE, LEED AP, Mead & Hunt
Throughout the session, participants explored topics such as understanding client motivations, using storytelling to make technical work relatable, and crafting clear, persuasive proposals. They also learned practical tools to build trust, differentiate their firms, and deliver compelling presentations.
The session wrapped up with a public speaking exercise, where each participant shared a brief story about a time they learned an important lesson. Barbara provided live coaching, offering tips on body language, tone, and gestures to help build a strong and confident presence.