In this episode, I talk with Krystn Macomber, CP APMP Fellow, LEED AP, Founder and CEO of Summit Strategy, about AEC proposal strategies that help firms stand out and win more work. We explore evolving client expectations, persuasive storytelling, and shifting from compliance-driven responses to connection-driven communication. Learn how to make proposals skimmable, engaging, and visually compelling while aligning your team for consistent growth.
Here Are Some of the Key Points Discussed About AEC Proposal Strategies to Win More Work


Starting a business in AEC often begins with passion and a leap of faith. Life’s too short to wait for a perfect moment, so take the jump when the vision feels right.
The AEC industry offers a blend of strategy, creativity, and competition that energizes professionals. Proposals challenge both the analytical and storytelling sides, making the work highly engaging.
AEC proposals stand out due to their visual nature and tangible outcomes. Designing infrastructure requires a storytelling approach that’s very different from more abstract industries like IT.
Successful AEC proposal strategies today must be human-centered and emotionally resonant. Clients want to feel seen, understood, and supported by partners who speak directly to their needs.
Proposals end up sounding the same when they become overly technical and compliance-focused. What works is telling a compelling story that emotionally connects with the client and demonstrates value clearly.
Support team members should ask insightful questions to uncover client pain points. Understanding why the pursuit matters helps them write more intentional, human-centered content.
Define and align on three key messages before writing to ensure focus. Anchor all proposal content visually and verbally to these points so the message carries through the entire document.
Firms need to help technical experts shift their identity from task executors to growth partners. By listening for opportunities and sharing insights, teams build deeper client trust and generate more future work.
Technical staff can align business development with billable work by simply tuning in differently during client conversations. Gathering insights in real-time adds value without subtracting hours.
Visual improvements in proposals come from integrating infographics, callouts, and clean formatting. Complement this with direct, no-fluff language that supports your top three client-focused messages.
Small AEC firms should treat every proposal as a sales opportunity with real revenue potential. Focus less on empty buzzwords and more on how your solution uniquely solves client challenges.
Believing that credentials alone will win proposals is a harmful myth. Winning comes from clearly articulating how you’ll solve the client’s problem and improve their experience.
Clients now expect partners, not just vendors, who are committed to their mission. Firms align best with buyers by positioning themselves as collaborators who bring solutions to real-world challenges.
Clear alignment across BD, marketing, operations, and leadership is key to consistent proposal success. A united team that understands the firm’s growth goals can win more work and build long-term impact.

About the Guest:
Krystn Macomber, CP APMP Fellow, LEED AP
Krystn isn’t here to follow the rules – she’s here to rewrite them. As the founder + CEO of Summit Strategy, she leads a powerhouse consulting firm that helps B2G + B2B organizations achieve bold growth through strategic planning, business development, proposal expertise, and marketing that actually works.

With 20+ years of experience, Krystn has worked across federal, state + local, and commercial markets – helping businesses of all sizes, from hungry startups to global enterprises,