Soft Skills Aren’t Soft. They’re Culture.
Let's talk about the phrase "soft skills" for a minute.
Because there's nothing soft about the way your people represent your firm.
Every conversation, introduction and networking event shapes how clients and prospects perceive your company. Long before they see a proposal or sign a contract, they're forming opinions based on the people they meet. That's why it's always surprised us that many AEC firms invest heavily in technical training but don't see the same value in teaching employees how to build relationships, communicate value and navigate business conversations.
“Networking is a skill, and like any skill, it needs to be taught, practiced and reinforced.”
- Maggie Seay, CPSM
Too often, the guidance sounds something like: “Get out there and network.” But networking is a skill, and like any skill, it needs to be taught, practiced and reinforced. Without training, everyone handles it differently: one person builds trust naturally; is an expert in their field but struggles to make a strong impression. Someone else dominates the conversation by talking about the firm and never learns a thing about the client. The result is inconsistency and fumbled opportunities.
The firms that see the greatest success treat relationship-building the same way they treat technical development. They create a shared language and a common approach across the organization. Instead of simply telling people do BD and hoping for the best, have meaningful conversations about what happened afterward. What did you learn? How did you position the firm? What's the next step? Those questions create opportunities for coaching, accountability and continuous improvement, turning business development from an individual effort into a team capability.
Those conversations create opportunities for coaching, accountability and growth. Also, contrary to an assumption I hear often, the biggest challenge isn't usually with younger staff. It's often with senior leaders who have spent years building relationships successfully but have never been taught how to explain what they do or coach others to do it. As a result, the next generation is left to figure it out through trial and error.
At the end of the day, culture isn't what you say in a strategic plan. It's what your team consistently reinforces through everyday interactions. If your people are expected to represent your firm, relationship-building isn't a nice-to-have skill. It's part of your culture, your brand and ultimately your firm's long-term success.