To celebrate 2023, here are the nine blog posts offered to professional AEC Marketers this year! From learning how to reject clients to determining the winability of a pursuit, you can find something of value.
Five Reasons I Can't Say "No!" Why do AEC Marketers have such a hard time saying, "No?" There are at least five reasons why. Uncovering your why can help you learn to say, "no," without losing your job. Red Light, Green, Light Communication in the workplace is tricky. There are land mines everywhere, especially when offering constructive criticism. Use "red light, green light" to deliver hard news effectively. The Art of Rejecting Clients! Good marketing often means turning down bad clients. Clients who scope creep you to death and treat you like a commodity need to go. Forgiveness You spend hours upon hours with your work colleagues and clients. As such, there will be opportunities for offense and hurtful behaviors. Learn how to forgive. Five Common Challenges for AEC Marketers Your challenge as an AEC marketer is to dig in and get to know your firm, your clients, and your markets. Once you understand your firm's value and market position, then you will be able to overcome these challenges and provide great marketing! Workweek Wars! Be the Unicorns Who Stay Refreshed, Creative, and Balanced As a professional services marketer, your workweek is an assault on your brain, body, and spirit. Many of us struggle to balance our work demands. We also juggle technological distractions and healthy lifestyle choices. Learn to improve wellness and and stay balanced. The Art of Business Development for Professional Services The heart of effective business development (BD) lies in the pursuit of trust-based relationships. Learn how to structure your approach to building great trust-based relationships. Project Winability It is frustrating to put time, creativity, and effort into what you know will be an un-winable proposal. Yet, most of us do it regularly. But you do not have to stay in this rut! Marketing is for Them, Not You! Qualifications on paper or dollars in a proposal will never convince a client to trust you. They will trust you because you have spent time with them. You must prove you are interested in helping them achieve their goals.
1 Comment
You are an A/E/C professional marketer. Has your company pressured you to develop a proposal for a project you knew was un-winable? It is frustrating to put time, creativity, and effort into what you know will be an un-winable proposal. Yet, most of us do it regularly. But you do not have to stay in this rut!
For A/E design and construction companies, it's crucial to determine if a project is win-able. But how can you gauge whether a project is truly "win-able?" Let's delve into the key factors that help answer this question. Established Relationships Matter: One of the first signs that a project might be win-able is if the project owner is familiar with your firm. Have they talked to one of your firm leaders or project managers recently? By recently, I mean within the past 6 months. Having a good initial connection or ongoing dialogue can lead to a successful collaboration. To increase the odds of winning, start by communicating well and building relationships. Track Record of Success: To determine if your firm can win a project, consider if you've completed a similar project for the same owner in the past five years. This showcases your ability to meet their expectations and deliver on your promises. A successful track record can instill confidence in the project owner that your firm is a reliable choice. Alignment of Expertise: Does your firm have the skills and expertise that align with the requirements of the project? If the answer is yes, it enhances your chances of winning the project. Just because your people say they "can" does not mean they "should." To stand out, it's important to demonstrate your knowledge and abilities with similar projects. The Preferred Company: Sometimes, project owners may have a preferred firm in mind. To decide if your firm can win, we need to discover good reasons for the owner to think about other options. This could be due to cost, unique expertise, or a specific aspect of your proposal that sets you apart. Identifying and addressing these factors can tilt the odds in your favor. But you have to be able to do something the preferred company cannot do or prove you do it better! Understanding the Purpose: In addition to technical qualifications, it's important to understand the project's driving forces and purpose. To increase your chances of winning the project, your firm needs to meet its requirements and objectives. Understanding the purpose of the project means going beyond the technical. It means answering the "why." Why is the owner doing this project? In summary, determining the win-ability of a project involves several factors. Build relationships. Demonstrate past success. Prove your expertise. Communicate your differentiators. Understand and communicate the project's purpose. Evaluate these factors carefully when making a project pursuit decision. If you can execute on these factors, your project win-ability dramatically increases. The heart of effective business development (BD) lies in the pursuit of trust-based relationships. Unlike many other industries, BD for professional services is not about selling your firm's features. It is not about aligning with specific projects. It is not taking a shot in the dark with a canned message. Instead, it's a structured process encompassing Research, Discovery, Pursuit, Initiation, and Nurturing.
Research – The Foundation Every successful BD journey begins with research. Attempting other BD tasks without thorough research is counterproductive. While you might envision BD professionals as outgoing extroverts, meticulous researchers are the best. They align the firm's technical capabilities with the prospect's needs. They delve deep into the prospect's organization and culture before attempting to sell anything. Discovery – Building Connections Once you identify a promising prospect, BD professionals initiate contact. The "discovery" meeting serves to gauge the prospect's awareness of your firm and the reputation you hold with them. It's about establishing a personal connection and demonstrating genuine interest. BD professionals emphasize the seriousness of the firm's intent. Pursuit – Building Relationships BD is akin to dating – you spend time together to explore mutual attraction. It's essential to realize that BD professionals don't chase projects; they pursue relationships. The focus shifts to building connections between your technical team and the prospect's decision-makers. BD professionals serve as liaisons in the pursuit process. Initiation – The First Project Once a mutual attraction is evident, it's time for initiation. BD professionals and technical staff embark on the first project assignment from the client. This step is pivotal because it represents a significant leap of faith from the client. It's your first opportunity to prove the client's decision was the right one. While BD professionals play a reduced role during this phase, they continue to manage the relationship behind the scenes. They ensure open communication and perform regular check-ins. Nurturing – Sustaining the Relationship After a successful initial project and client appreciation, it's time to nurture the relationship. The primary responsibility falls on the technical professionals delivering the work. BD professionals offer support. They collaborate with the technical team to ensure consistent client care. This is particularly true when there are no active projects. Good nurturing means continuous research and discovery. A client's organization can change personnel, budget priorities, and infrastructure plans. Wrap Up Maintaining BD efforts is crucial, even during busy project phases and backlog periods. Ideally, BD professionals research and discover future clients 18 to 24 months before they order any work. Firms that understand and prioritize effective BD maintain a healthy backlog, even during economic downturns. The essence of successful BD in professional services lies in the cultivation of trust-based relationships. This includes meticulous research and a commitment to nurturing connections over time. This structured approach ensures that your firm thrives, regardless of economic fluctuations. |
AuthorGabe Lett, FSMPS, CPSM, LPC Archives
February 2025
Categories
All
The views and opinions expressed on this blog do not necessarily represent the views or opinions of Prairie Engineers.
|