Rain Making: The Professional’s Guide to Attracting New Clients by Ford Harding is written for anyone who wishes to bring in business, generate leads, and develop relationships that turn into profitable projects. In essence, this book—chock full of resources, research, and technique—is for anyone who wants to hone a marketing mentality, made accessible.
Focusing on client relations while on the job is a form of marketing. Get to know your clients as people, and your one-time project will open doors of opportunity.
This time of year, it’s easy to be a little spooked by market research. But fear not! A SWOT analysis can help to dust off the cobwebs and chase away the dread.
Technical professionals allow for marketing to really tackle the reception of each project by providing the detailed challenges, solutions, and benefits—simple, but tried and true.
As the experts who will work on the project first-hand, technical professionals are ideal candidates for proposal presenters. After a few tips and lots of rehearsal, stand with skill and confidence in front of the selection committee.
A proposal is nothing without prepared technical professionals, but preparedness takes a lot of legwork before even the RFP drops. Positioning in advance puts proposals at an advantage throughout the entire process.
One of the most challenging demands in marketing is maintaining authenticity, but it is an easier problem to solve than it seems. The sheer number of experts behind every firm in the AEC industry makes achieving authenticity a cinch—so long as technical professionals take a step out.
Technical Staff's role in branding is crucial and a key component to customer service. As they interact with customers, vendors, staff, and consultants every day, they should prioritize their skill usage, know their brand back to front, and always lead with a good impression.
AEC technical professionals, your intimate familiarity with design, projects, processes, and the solutions provided is an untapped gold mine for public relations.
Professional friendships are built upon a number of valuable facets—reliability, availability, proactivity, and so forth. A good way to get closer to people no matter the setting is by asking questions. Tweak these however you like, but here are some conversation points to get the ball rolling with your clients – current or potential.
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