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Domain 3: Client and Business Development

Posted by Communications2 on Sep. 7, 2022  /  Member Resource  /  Subscribe 1

Client and Business Development

Written by Kim Higginson | Marketing Specialist, Reaveley Engineers

They say, "a rising tide lifts all boats." Nowhere is that truer than in the world of business development. The rewards are tenfold when we work to empower and elevate each other. When we approach our peers and clients with their best interests at heart, we're coming to them as a friend. 

Merriam-Webster defines "friend" as "a person who has a strong liking for and trust in another person." Consider your regular business contacts – the people you repeatedly reach out to for your business needs. What phrases or thoughts come to mind when you think of them? What makes them your first choice and compels you to pick up the phone and give them a call? It's near impossible to gain the trust of someone who feels you're trying to sell them something because a person motivated by personal gain is inherently untrustworthy. Any relationship with them will naturally feel one-sided. However, there are things we can do to foster more complementary and mutually beneficial relationships with our clients.

For starters, always offer something before you ask for something. Relationships should be reciprocal. Keep your clients apprised of upcoming information or leads they may have missed. Understand that helping them helps you. Let them know if a significant development or movement on a forthcoming project inspires you to think of a particular client. We're all busy, and we've all missed the memo at some point. Knowing that someone has your back will always be appreciated.

There doesn't always need to be a reason to reach out. Invite a client to lunch, or if one of you is pressed for time, suggest a quick coffee break to catch up and find out how they're doing. Don't use this time to talk about work or projects. Use the opportunity to discover your common interests and what makes them tick. Learn about your shared values. Ask them about themselves and be genuinely interested in their response. You might be surprised by what you learn!

Above all, be authentic. It should go without saying that everything else mentioned in this article is meaningless if you're phony or perceived as such. It's easy to do – make sure your focus and complete undivided attention is on your client and allow them to steer the conversation. Instead of planning your following response, take the time to authentically listen to what they're saying. The rest will come easily and naturally. 

So, moving forward, let's reframe the idea of "business development" by calling it what it is - "relationship development." The natural disconnect between what we think of as business development and what inspires us to continue or develop a relationship need not exist. Let's not be the person who regularly reminds our clients how hungry we are for their business and constantly asks about upcoming pursuits. Let's be the friend they haven't seen in a while but know they can trust when they want to share a laugh over a cup of coffee.

It is by happenstance that Kim landed in the AEC industry over 20 years ago. Her passion for building design and construction was a perfect match for her meticulous nature. After spending much of her career working on the more technical aspects of construction and design, she discovered her true calling as a Marketing Specialist for Reaveley Engineers.

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