Every month the Business Development Committee reaches out to small business owners, marketing directors, and public relations specialists to gather valuable insight into the rapidly growing construction industry.
If you're looking to create marketing proposals, build relationships with customers, and increase sales, our Best Practices article series can help.
It’s time that professional services firms faced a couple of hard truths: First, no one wants to subscribe to an e-newsletter, and second, a single email is not going to make the phones ring. Companies spend significant resources on online marketing only to be left wondering why it’s not working. It’s not surprising. Gaining traction through content alone is not easy—especially if you want to do more than build awareness. The problem, however, is not that online marketing doesn’t work. It's that most A/E/C firms stop short of what it takes to see results. Specifically, their online marketing lacks strategy and disciplined follow-up.
Everyone wants and values their business relationships, but how do you establish effective business relationships? Is it just about meeting people? You meet someone, talk, and you have a relationship. Seems easy, yet effective business relationships take dedication and commitment. The following are key to building effective business relationships.
First Things First: What Is a Brand? A brand is NOT a logo. Or a tagline. Or an identity system. A brand is an expectation of experience and a promise delivered. It’s the perception others have about your company – its people, culture, products and services. Your company builds its brand, or rather the perception of its brand, with every customer contact, planned or unplanned. Every interaction, no matter how insignificant, shapes your brand’s perception and drives your customers’ behavior. Rebranding is about taking control of what your audiences think – and say – about your brand.
For many construction companies, marketing supports the Business Development department in winning new work. This includes responding to project opportunities through the creation of statements of qualifications, proposals and presentations. Depending on company size, operations staff or team members working in different departments such as HR or Accounting may have marketing responsibilities. In some cases, companies haven’t needed a marketing department until now. If you’re just setting up your marketing department, planning it to support Business Development is priority No. 1. Here are some tips to help you lay the foundation and set your company up for long-term success.
I’m going to go out on a limb and confess an unpopular view… I hate selfie sticks. I actually will alienate myself from almost every reader and tell you I also hate selfies. Now, before you stop reading and throw this offensive article in the trash, let me tell you why. I love networking! Every single little thing about it… from the first uncomfortable conversation to the rewards you reap in relationships built throughout your career, it is, in my opinion, THE most important business skill you can acquire. It’s not for everyone and it’s not as easy as most think to do it well. I will give you some of the best tips I have learned in networking all through the reasons I believe your selfie stick is ruining your networking life!
Along with many of you, I receive many marketing journals and articles about the newest trends in managing marketing and business development processes. I bring most of these articles home and highlight what might be relevant to me and my firm. Of course, if I did half the things I highlighted, I would run around frantically, driving senior leadership crazy. Unfortunately, what many people do instead of selectively committing to some of the work is do none of it. What is the best process or metric or program that will give you the biggest return on your investment?
Grow, increase, expand. These concepts form the foundation of a company’s strategic goals. Although not all strategies require entering new markets, at some point, firms must expand beyond existing clients or geographies to achieve significant growth. Whether you’re on the executive team or serve in the business development space, answering these questions honestly can help your team determine where your company should focus its resources to achieve realistic and meaningful growth.
Have you ever had to sit through a presentation where you spend the entire time checking your phone for emails and messages even though you know you haven’t received any new ones? At some point in your career, whether you are in business development, sales, marketing, management, or otherwise, most of us will have to get up in front of a group of people and make a presentation. Here are FIVE tips that may help you give a meaningful presentation.
Networking is all about cultivating relationships to develop your business. Everyone in a firm, regardless of title, is involved in securing clients, nurturing that relationship, and-most important- retaining their customer status. Through effective networking, practice, and focus, you can realize this success.
There are just some clients that your business cannot afford to have - you know who they are: the ones who are highly commodity-based and have limited experience, whose projects result in little or no profit, and who are a drain on your firm and its resources. Instead of trying to find projects that suit the firm, client-based firms identify clients with whom they can develop and nurture a partnership over time. It’s a philosophy that is primarily interested in owning the client, not the project. Most importantly, the focus of a client-based business is maintaining the relationship at all costs.
