No One Cares About YOUR Qualifications

February 24, 2021
12:00 PM EST - 1:15 PM EST


There is no question that selection committee’s have seen all the qualifications they care to see. Quals never win a project. What wins is focusing on creating a compelling meaningful offer to clients. Marketers need to move from being the curators of data and facts to the curators of hope and inspiration. This session will keep you on the edge of your seats as you learn new techniques to write inspirational cover letters, create presentations that highlight what is important, and how and when to take the appropriate risks to differentiate within your market. Real life examples will be presented in a lively and engaging format. Our presenter will show examples of alternatives to submitting qualification packages and demonstrate the reasons why this approach does not work. He will show letters, presentations that cut to the chase and create compelling stories of hope for clients. He will also facilitate a group exercise whereby teams will use the learning to create a compelling pitch.

Join SMPS Virginia for a Virtual Session with Craig Galati, Principal of LGA Architecture in Las Vegas. He is a previous SMPS Society President, and recently received his AIA Fellow in 2019.

Learning Objectives:

  • Understand why clients are not excited by YOUR quals
  • Learn how to connect to a client’s emotions
  • Learn how to see the story in the project
  • Understand the use of images and how to write a compelling cover letter
  • Learn ways to open an interview and how to connect to the vision of a project


Speaker Bio: 

Craig Galati

Craig S. Galati, FAIA, FSMPS, CPSM
Principal of LGA Architecture

Craig is Principal of LGA Architecture, a consulting firm practicing sustainability, architecture, and sociology. With over 30 years’ experience as an architect and community outreach facilitator, Craig focuses on transformative strategic solutions resulting in organizational and operational excellence.

He is past president of both the Las Vegas and Nevada chapters of the American Institute of Architects and Las Vegas Chapter of the Society for Marketing Professional Services. Craig is recipient of the “Silver Medal,” AIA Nevada’s highest individual award, honoring his lifelong contributions to the community and profession of architecture and is a Fellow in SMPS. Craig is a previous SMPS Society President and recently received his AIA Fellow in 2019.

Craig’s practice, LGA Architecture, is founded with an approach to architecture focused on community transformation. His success at integrating community engagement and advocacy into architectural practice led to firm partnership at age 30 and to him becoming marketing principal nine years later. His leadership and marketing savvy built a community-based practice dedicated to creating the most community-minded and inspiring places in the Las Vegas Valley. His practice model extends marketing into the project process, building relationships across stakeholders and shaping meaningful narratives that facilitate design understanding for a broad audience. The result is more vibrant and vital community connections to architecture whereby residents openly participate in design charrettes and actively contribute to the design of their communities.


$15.00 Member Ticket

$25.00 Non-Member Ticket

$15.00 Other SMPS Chapter Member Ticket