Seller-Doer Accelerator Module 2: Soft Skills Sales Techniques-Seller-Doer Accelerator Module 2 On-demand: Soft Skills Sales Techniques

Video Transcription

Video Summary

The session introduced Module 2 of the SellerDoer Accelerator training for AEC professionals, focused on soft skills and sales techniques. Diana O’Leary explained the program structure, logistics, PDH credit process, and upcoming modules, then introduced speaker Scott Butcher.<br /><br />Scott defined the seller-doer role as someone balancing billable project work with business development, and presented a “seller-doer trifecta” of aptitude, tools, and skills. He emphasized that while hard skills are technical, soft skills—also called power skills—are essential for relationship-building, lead generation, and client engagement.<br /><br />He covered 12 core skills: verbal communication and active listening, storytelling, public speaking, time management, networking, advising/trusted-advisor behavior, curiosity, anticipatory thinking, negotiation/persuasion, flexibility and agility, writing, and technology savvy. A major theme was that seller-doers must listen carefully, ask better questions, communicate value clearly, and use stories to make facts memorable. He introduced the IFBP framework: issue, feature, benefit, proof.<br /><br />A significant portion of the session focused on DISC behavioral styles—Dominance, Influence, Steadiness, and Conscientiousness—and how to recognize and adapt communication to each type. Scott explained how D, I, S, and C styles differ in pace, focus, motivation, and communication preferences, and gave practical advice for working with each.<br /><br />The session ended with Q&A on topics including balancing knowledge-sharing with value protection, assessing soft skills, writing resources, AI for writing and preparation, and networking opportunities. Diana closed by previewing the next module on proposal writing.

Keywords

seller-doer

soft skills

sales techniques

AEC professionals

relationship-building

lead generation

client engagement

active listening

storytelling

public speaking

networking

negotiation

DISC behavioral styles

IFBP framework

proposal writing