Domain 3: Client and Business Development
Posted by Communications2 on Mar. 14, 2022 / Member Resource / Subscribe 0
Reset Your Business Development and Client Engagement
Written by Keri Hammond, FSMPS, CPSM
For the past two years, marketing and business development in the A/E/C industry has been turned upside down. What once was taken for granted - meeting face to face - has been on hold. These past couple of months, we are once again able to prudently gather at industry events, lunch meetings, golf outings, and in conference rooms. This gives us the opportunity to hit reset on our relationship building - to further invest in and expand our networks. Now is the time to renew our lead gathering, qualifying, and competitive advantage.
Here are six suggestions for hitting reset and making the most of your business development efforts:
- Be consistent. According to Bryan Williams, PhD, author of the Harvard Business Review, 80% of successful transactions require AT LEAST five follow-up calls, interactions, or virtual/face-to-face conversations AFTER the initial meeting. This does not include the additional suggested 5-7 indirect contacts it takes to solidify your personal and firm brand. That’s 10-12 interactions needed to make an impression and be remembered by EACH contact. The key to success is making a 12-contact plan that outlines specific objectives, tasks, assignments, dates, and needed resources. This planning will help you be more successful in accomplishing your goals.
- Include virtual meetings. You might be surprised to learn that virtual meetings can be very effective for followup. In fact, some contacts may still prefer them. Many times, these types of meetings are more casual and allow for a more personal setting and approach. You might see clients in casual attire, hear dogs barking, or even see children playing or doing schoolwork in the background. These circumstances are invaluable in getting to know each other better.
- Be a value-added partner to your clients. In a sea of information we process every day, it is vitally important that your efforts differentiate you. Generic messages will get lost in the white noise and your opportunity for an impression will be lost. Take the time to make your marketing messages targeted and informational. If your message can focus on helping the client solve challenges and become more educated on mitigating risk, inefficiency, expense, or stress, you will make a huge impact.
- Utilize your team and industry partners. Have you tapped into your consultant or vendor relationships? Do you know a contractor who has worked with a particular client with whom you’d like to connect? Introductions, even if virtual or through email/text, can be extremely valuable. Help one another out. Share leads and knowledge.
- Do some good. Ask your client which charities or social groups he/she is involved with and why. Inquire if there are ways you can support or assist them.
- Be a social butterfly. Find ways to connect with your clients as you learn more about them personally. There are many opportunities to engage that are new and unique. Opportunities for meetups have moved beyond in-person events. Consider a virtual book club night among industry peers, biking group where you can keep a physical distance, online chocolate tasting, an invite to an industry webinar or virtual conference, or come up with your own unique outreach!
When reaching out for business development or client engagement, the most important aspect is making sure you and the person to whom you are reaching out both feel comfortable in the environment. Ask how your contact prefers interaction. Find a common ground and connect!
Keri W. Hammond, FSMPS, CPSM is a Principal at MARKETLINK, a marketing guidance company for the AEC industry, and the Director of Communications for SMPS Utah. Keri can be reached at (801) 232-5539 or [email protected].
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