Perseverance is Key in AEC Market Prominence

by Karen Davis Burton

In his book, The New Competitiveness in Design and Construction, Joe M. Powell asserts that market prominence belongs to companies that consistently and repetitively do the right things to promote name and expertise recognition and preferential competitive treatment (translation: skip the RFQs and go directly to the

sales presentation).

A successful marketing and public relations strategy can position your company as the go-to firm for your market segment. Even smaller AEC firms with modest marketing budgets can make the right impact on their target audience by promoting project achievements, project delivery methods, use of new technology, and successful collaborations.

Develop your plan. Determine which marketing and PR strategies will fit in your budget and which you have time to implement effectively. Research your prospects, determine how your services align with their business goals, and decide the most effective way to reach them.

Point people in the right direction. All of your communications should encourage your prospects, the media, and collaborators to interact with you: a call-to-action on your website, an e-mail, a social media comment, a phone conversation, or a meeting. But remember, one touch may not trigger a response. Perseverance and repetitiveness keep you top of mind.

Write, post, and speak. New projects, awards, employee promotions, and corporate-sponsored events are all newsworthy, but expert articles, case studies, white papers and speaking engagements position you as an authority in your niche market. Spend some time determining the proper distribution outlets for each.

Use social media to give your news traction. Use new media outlets to give extra legs to your traditional marketing efforts. Links to your articles, news releases, and announcements can be shared easily on Twitter, Facebook, LinkedIn, and AEC specific sites. Design and construction media professional frequent social media sites for story ideas:

"The vast majority of our new leads for stories come from Twitter, LinkedIn, and Facebook. Once Architect has the lead, we still do traditional reporting on the topic, but social media has quickly become our go to source for new ideas."                      - Katie Gerfen, Senior Editor, Architect magazine at SMPS SF Meet the Press 2011

Check your work. Be sure to periodically perform a review of your marketing and PR activities over the previous year. Note which ones give you the best return on time invested and revise your plan as necessary.

Generate Leads with LinkedIn

by Karen Davis Burton of Building Industry Resources

You may have joined LinkedIn, connected with friends and colleagues, and joined a few groups related to your field.

Groups are a great place to ask questions, answer question to show your expertise - and generate leads. Use groups strategically: search for the ones where your target market posts discussions and questions. Here's an example:

Let's say I am a contractor who wants to complete retail tenant build-outs. I joined the Corporate Real Estate Group on LinkedIn and came across the question posted below:

Dean asked if a LEED (Leadership in Energy and Environmental Design) designation added to value to a project.

As a construction professional - possibly with a LEED credential - I would feel comfortable answering Dean's question. As I follow through with an answer, I may want to know more about Dean, so I could give more details. When I click through to his profile, here is what I find:

Dean is the Executive Vice President at Great Clips, the "world's largest" salon with 3,000 outlets. He's in charge of real estate, architecture and construction. Jackpot!

Next step: connect with Dean through LinkedIn. I can send him an invitation directly since we belong to the same LinkedIn Group.

LinkedIn can be a powerful tool for lead generation and business development. Take advantage of its groups and the other networking components. 

buildingsource Top 5 links from May 2013

by Karen Davis Burton of Building Industry Resources

These four articles and one video outline steps for developing business, sealing the deal, and incorporating cloud-based technology in your business.

Strategies for Success: Business development is not a department, but part of the fabric of your business, and everyone should be involved.

Social Studies: Representatives of HOK, Perkins + Will and HDR share how A&D firms can better leverage their presence online. 

13 FAQs about Cloud-based Applications: What's "the cloud," and how will it affect my business data?

5 Reasons Why Every Professional Should Have a Personal Website: With fewer jobs and more competition, self-promotion is becoming increasingly more important.

[Video] 3 Steps to Close the Deal: You've made the pitch, now move your prospect toward "yes."  

buildingsource Top 5 Articles from April 2013

Here are the top 5 articles for building and marketing your AEC and Design business posted in April by media and professionals I follow:

1. A New Era for A/E/C Professionals: The Making of Visible Experts: "A Visible Expert is an individual with high visibility and acknowledged expertise who can command influence within a specific target audience."

2. Will Google Glass Revolutionize the Construction Process? Imagine super-imposing computer-generated images (BIM files) over a real-world view of a construction site.

3. 4 Ways to Handle a Client that's Too Busy to Collaborate: Setting clear expectations is first on the list for dealing with clients who aren't helping to move the project along systematically or on time.

4. SEC Embraces Social Media: In a recent ruling, the Securities and Exchange Commission said  that postings on sites like Facebook and Twitter are just as good as news releases and company websites.

5. Works for Us: "The iPad is a Mobile Showroom": Tips for using a tablet in the sales process.

buildingsource Top 5: Articles for Building Business

Here are the top 5 articles from March for building and marketing your AEC business:

1. Negotiating with Confidence: Don't rush contract negotiations, and don't be afraid to request additional funds for out-of-scope work. (By Steven Isaacs on DesignIntelligence)

2. How to Set Your Business Up to Bid on Federal Government Contracts: Entrepreneur magazine lists the first four things to do to begin doing business with the government. The information is taken from Braddock's Procurement Opportunities Guide sponsored by Microsoft. (By Catherine Clifford)

3. 10 Architecture Firm Blogs to Watch in 2013: Review various blogging styles and get some inspiration for your AEC firm's blog. (Listed by Architectural Record magazine)

4. Staying Loose: 25 lessons learned from the recession: Builder magazine talks with builders about how they have adapted to market conditions over the past five years.

5. 7 Lessons from the World's Most Captivating Presenters: Steve Jobs, Scott Harrison, Gary Vaynerchuk... what can you lean from them to improve presentation skills? (from HubSpot)

What Would Steve Do? 10 Lessons from the World's Most Captivating Presenters from HubSpot All-in-one Marketing Software

Speaking of Client Concerns: It's About the Little Things

Yesterday, I discussed how Comcast reassured customers about service compliants by addressing them directly in their commercials. Mel Lester, in his E-quip Blog, tells the story of how his service firm lost a top client, even though they'd just saved the client $20 million. Read his blog post here.

How so? It wasn't due to technical mistakes or cost overruns. They were fired because of the way they dealt with the client: unreturned phone calls, negative comments about the project location, and perceived apathy from the project manager.

Mel gives some tips on how to deal with the "little things" that can be a big deal to the client:

1) Make a list of all of your direct and indirect contact with your clients.

2) Determine how well these encounters go over, and determine where employees need to improve.

3) Get feedback from the client, beginning with the first encounter.

4) Include the client experience at all of your in-house project meetings.

5) Be on the lookout for signals from the client.

List 5 Reasons to Hire You

How many different architecture firms can you name? How about interior design companies, construction companies, design-build firms, real estate professionals, or building products suppliers? Now, how many of them offer the same services (or products) that you do?

With so many service professionals to choose from, how does a prospect differentiate you from your competition? Give potential clients five reasons to choose you:

1. Identify your niche market - your specialty. You don't have to practice this market exclusively, but you should be able to identify what you're best at.
2. Identify your prospect's needs and fears, and let them know how you will ease their pain.
3. Explain your approach to problem solving.
4. Outline the unique backgrounds and experiences of your employees, focusing on their unique perspective in the building industry, and let prospects know how your employees will be part of the solution.
5. If I gave $5000 to you and three of your competitors, how would your solution to my problem be different?

To bid, or not to bid

I’d like your opinion on the issue presented in this article: “USC nixes bids; donor chooses architect.”

Firms spent $100K and months of labor to win a project and USC canceled the bid when the major donor wanted to hand-pick the Architect. Has your firm ever experienced this?

Architects, Contractors, Suppliers and others in the building industry are professional service providers, right? Could you imagine having a medical issue, lining up five doctors, and saying, "Okay, tell me what my problem is, how you're going to solve it, and how much you'll charge, then I'll decide who'll fix me." No, we do our research first, hopefully find the best service provider (medical professional), and pay them for the solution. If we don't like their solution or need clarification, we go pay another service provider for their opinion.

How did our industry get to a place - a place where we're really not trying to move away from - where we give away our hard earned knowledge and skills? Maybe the solution is not to get into a bid situation, but focus to positioning to negotiate a contract.

This may be easier said than done when bidding is still prevalent and in this economic climate, but it could be something firms could work into the business development plan.

Sell design clients on the feeling of the space

When I bought my new home a couple of years ago, I visualized what every inch of space would look like after I put my special touch on the place. Paint colors, furniture, storage, each and every picture on the walls. I especially loved my new living room, flooded with sunlight from the east-facing windows and skylights. I imagined how comforted and invigorated I would feel every morning when I sat in there with a hot cup of coffee, the light bouncing off of the delicious chocolate brown walls.

I’d sold myself on the feeling – the experience – of being in the space. And as creative professionals, the feeling - the experience - is what we should be selling to our clients. We begin our preliminary design and construction meeting asking clients what they want, how they want the space to look, and how the want to experience the space. We do visual studies to invoke a reaction or a decision. We spend a significant amount of time with them before the project begins to find out how the client feels.

Selling the feeling and the experience should continue throughout the entire design and construction process. Keep the final outcome at the forefront of your mind, your client’s mind, and in the agenda of every meeting.

How do you keep your client focused on the final outcome of the project?

Make the Most of Your Summer

Are you taking the summer off? Your competition isn’t.

Memorial Day weekend is the unofficial start to summer. The sun is shining, it’s hot outside, the grill is fired up, and it’s tempting to take time off, especially if work has slowed in the office, or if the job search doesn’t seem fruitful.

Don’t give in to the temptation! Your colleagues are still out there making connections and making deals. You want to stay ahead of the pack. If money is an issue, here are some low-cost ways to update your skills and market yourself and your business. I’ve listed some of these before, but this is a reminder. Have you done any of them?

1. Update your resume, and be sure to add or modify the information on your social networking sites, too.

2. Make a slide presentation of your resume, a video resume, or both. This can also make it easier for you or your business to be found on search engines.

3. Write an article—or several—for trade magazines. Send copies to potential employers, existing clients and collaborators .

4. You can start an internet blog (weblog) for free. Let your colleagues and clients know where to find it.

5. Correspond with clients and colleagues regularly with an e-newsletter, postcard, or phone call so your name stays in on the tip of their tongue.

6. Learn new skills, software and programs. There are free videos and webinars online.

7. If you don't have a website, build one to showcase your work using slides and videos.

8. Network. Network. Network. There are many free or low-cost live conferences and conventions. Did you know first time members of the AIA and those whose memberships have lapsed 5 years or more who rejoin get free entry to the AIA National Convention in Miami?

Check the Building Industry Resources Building Relationships page for more event listings.

Tell Your Prospects How You Save Them Money

Passing several gas stations as I drove today, I noticed one had posted a sign with big red letters: “8 CENTS MORE PER GAL. USING DEBIT/CREDIT.”

I thought that when you put a big sign in front of your business, it was supposed to draw people in, not make them pass by the establishment.

When gas prices were continuously increasing, some stations began charging a higher price for use of debit and credit cards than for cash. I understood. They pay a certain percentage to the bank for being able to accept credit or debit, and giving the illusion of charging less for cash could lure more people in.

So the cost for paying with cash for regular petrol is typically the one you see at the top of the sign – the price you read first – and the price for using credit is below. Never have I seen it reversed. So why would anyone hit you with the higher price first? It’s a turn-off.

At a time when people are pinching pennies, let them know how you your services can save them money in the long run. Their time is money. Their research effort is money. Their mistakes – money. Show your prospect the financial benefit of choosing you.

- The financial benefit of choosing you over your competition, whether you’re in a job interview or trying to sign a contract.

- The financial benefit spending a little more time in the pre-design phase before moving on to construction documents.

- The financial benefit of moving forward with the project today rather than waiting a few months.

- The financial benefit ordering the finish material now, not two weeks before it’s scheduled for installation.

Clients like to hear how you can save them money. Showing and telling them how hiring you can give them a higher return on their investment could seal the deal.

One Hour toward Making Your Big Idea Reality

I’m sure you have lots of ideas: a book to write, a website to create, a business to start. Your list, probably like mine, goes on and on. But how do you move from daydreaming to making that big idea come true. You need a strategy: a well-thought-out process for taking action. Take one hour out of your day to sit down and formulate your plan. That’s right – just one hour will set you on course to making that dream a reality.

Give your big idea a name. If you give your idea a title, you’ll be able to refer to it quickly when describing it to others, when making future plans, or when inviting people to the big event. For instance, if you want to convert your spare bedroom to a home office, call it New Home Office Conversion. (2 minutes)

Describe your idea in one paragraph. Write out what you want to do, why you are doing it, who is affected, how long it should take, where it should take place, and any other pertinent information. I need a new office where I can have peace and quiet and get work done at home. (6 minutes)

Determine the ideal outcome. In another paragraph, spell out how you or other interested parties should feel at the end of the process or event. I’ll have a great new space to work in where I can think without distractions! (6 minutes)

Lay out how you will implement your big idea. Write out five action items to bring the idea to fruition. You may want to work backward from the end result to the beginning of the process. For instance, if you’re planning to make your spare room into an office: Step 1 – Remove all existing furniture from the room. Step 2 – Paint the room. Step 3 – Purchase new furniture and arrange it in the space. Step 4 – Bring in reference books and computer equipment. Step 5 - Enjoy the new space. (25 minutes)

Next to each step, write the following: start date, estimated time to complete, and proposed completion date. Be sure to stick to your dates. Add them to your calendar or list of things to do. (15 minutes)

Get someone to back you up. Call someone – an accountabily partner – and tell them about your plan. Let them know your target completion date, and ask them to check up on you. (5 minutes)

Pat yourself on the back. You’ve put the wheels in motion for realizing your dream. Don’t celebrate too long – you’ve got to put the plan into action. (1 minute)

Follow up. After you complete the process, add any notes that could help things run more smoothly for your next project.

10 Steps to Successful Business Year

A new year causes most of us to stop and reflect on past successes and failures and what we want to accomplish in the next 12 months. You may have New Year’s resolutions or on-going goals. Honestly assessing your position in your field and thinking strategically about your where you want your business or career to be at year’s end will move you towards the goals you have for this year and beyond. The following ten steps will assist you in creating a written guide to follow throughout the year.

1. Review your goals from last year. Which did you meet and which ones did you miss? Decide goals that should be carried over into this year, and the ones that can be put aside for later or disregarded altogether.

2. What challenges or obstacles did you encounter last year? List how you dealt with them and the outcomes – whether you were successful or not – and how you will avoid them in the future.

3. Define your passion. What do you really want to be doing? Are you doing it, or is your current career or business taking you in the direction of your dream? If not, how can you reconcile what you are doing now with what you want to do?

4. Define your ideal client: What do they look like? Where do they live or work? How much money do they have to spend? What type of project will they present you with? What will your working relationship be like?

5. Research your competition – their clients, service offerings, and pricing – especially your number one competitor.

6. Define where your business will be in the next year. This, along with Step 7, will probably be the longest part of the process. Take some time to visualize how your company or career will look. Walk through a typical day. Outline the financials. Determine how you want to feel on December 31st.

7. Outline the steps to make your goals for the next year a reality based on your plans from Step 6. Begin with a general outline, and then get more detailed, developing a monthly worksheet or guide.

8. Make sure all of your marketing and public relations materials are consistent with the message you want to promote over the next year. Your business cards, brochures, website, and social networking sites should communicate your brand.

9. Identify three ways to meet and engage the clients described in Step 4. Define the meeting location. Work on an appealing opening line and your elevator pitch, and describe how you can meet their needs.

10. Find an accountability partner – someone who you know will hold you responsible and will question you throughout the year to make sure you follow through with your goals and objectives.

© Copyright – Karen A. Davis. All Rights Reserved Worldwide.

Pre-Qualify Your Prospects

When business slows and funds are trickling in, it’s tempting to just take the next project that comes along to keep operations flowing. But will that project be worth your time and effort? Do some planning before accepting just any client or project that comes calling.

- What are the characteristics of your ideal client? Think back to those clients with whom you have enjoyed working in the past.

- What’s your ideal project? For instance, if your focus has been on educational design, you may not want to take on a residential remodel.

- What is your work style? If you have a short attention span, reconsider that year-and-a-half-long project (unless you can get yourself to think of it as several smaller projects). You don’t want to get bored and end up giving your client less than your best.

- How do you relate to people? Say you’ve determined that the prospect who calls several times a day will turn into the client who asks for daily progress reports. If you’re not a good hand-holder, maybe you should consider referring that prospect to someone else.

Resolve that it is okay to keep a list of business partners to whom you can refer prospects if you don’t think they’ll be a good fit for you. Your partners should do the same for you.

Is pursuing that project worth the effort?

It’s a money-making (and saving) Monday.

Have you ever considered how much it costs you to pursue a client before an agreement is signed and before the actual project begins? Consider the following to save time and money and avoid frustration:

- Determine the average number of meetings – including phone meetings – it takes before you sign an agreement. Can the number be reduced?

- Ask your prospect if they are qualifying other professionals for the job. If they are, ask for names and research your competition so you can position yourself as the best candidate.

- Prepare a list of questions to determine if your prospect is really ready to begin their project.

- Explore ways to win the project without providing work product (sketches, cost estimates, etc.) before signing an agreement.

Presentation: Social Networking for the Building Industry

A little over a week ago, I had the opportunity to present the workshop, Social Networking for the Building Industry, at the National Organization of Minority Architects Conference in St. Louis, MO. The presentation, below, outlines: reasons building industry professionals and firms should utilize social media sites; an overview of social media sites utilized by the building industry; principles for social networking success; creating a social media strategy to fit with traditional marketing methods; and engaging potential clients and collaborators.

Thanks to the NOMA Conference Planning Committee for selecting the Building Industry Resources presentation to be included at the Conference.

Social Networking For The Building Industry

View more documents from Building Industry Resources.

The Bottom Line: Finding Work

Get complimentary access to the Building Intelligence section of the Building Industry Resources site.

The news is reporting it, and if you do a little research, you will find signs: the economy seems to be in an upturn, albeit ever so subtly. With the amount of information that comes our way daily, it may be difficult to find the projects relevant to our targeted segments and markets of the building industry.

Building Industry Resources has sifted through websites, magazines, newsletters and other media to compile a list of recent articles: who’s designing, who’s building, who’s developing, and who’s selling and leasing. You need to know where the work is in the building industry; who is getting it done, and how you can get a piece of it. One of our goals is inform you of potential projects and provide you with the information you need to build your business and cultivate new relationships.

Retailers are expanding. Some cities are growing, and there is work in hospitality, transportation and other industries. We’ve listed reference articles and the location of projects by state. There are also useful articles to help run your business, and professionals and firms who’ve made significant moves in the industry.

What do you do with the information once you retrieve it? Look at it inquisitively. Mine the articles for the possibility of a new contact, a new market to research, or consider going the extra step to make one more phone call to find out if there is any work available on an upcoming project. If you don’t have the time, contact Building Industry Resources. We’re here to assist you in your business development efforts.

See the most recent Building Intel list here. We invite your feedback: What other information would you like to see? What would help you get leads and build relationships? Let us know if this information is useful and what else we can do to help you build business.

Marketing Lessons Learned from the 2008 Campaigns

By Karen A. Davis

Regardless of whether you voted Democrat or Republican in this week’s election, you’d have to agree that the political campaigns of both major parties could give us semesters worth of information about marketing. Through television ads, e-mail and viral marketing, campaign speeches and debates, the candidates aimed to sell you on their brand and ideas, hoping to seal the deal on November 4th. Here are four marketing lessons of the campaigns:

1. Tell your story. The candidates gave you their personal information, and how they came to run for office. Followers responded to John McCain’s military service, Barack Obama’s family history, Sarah Palin as hockey mom, and Joe Biden riding the train to and from Washington every day. Their resumes and life stories came out early and were repeated often.

In this increasingly connected world, we are learning more and more about each other. Through social networking sites, blogs and websites, you have the opportunity to tell your personal and professional story. Let your current and prospective clients know who you are and why you chose your profession or started your business. Be clear about the services you offer and those you don’t, developing your own professional platform. Just as a candidate would in a campaign ad, let them know what you do best. (See if you can do it in 30 seconds!) But most of all, let clients know how your skills and services will benefit them.

2. Become the solution. Obama offered change from typical Washington politics; McCain claimed to be a maverick, breaking rank with his political party for the greater good. Marketers call this the Unique Selling Proposition: how your client’s life, business, or project will improve if they choose you. Let them know what you offer that your competition doesn’t. Differentiate your business, and when they hire you, stay true to your promise.

3. Become a community organizer. Build a network of friends who believes in you and your business and will work on your behalf. Your community includes employees, colleagues, friends, and clients. Listen to their story, show them that what you have to offer is the solution to their problem (or the problem of someone they know), and they will be happy to spread your good name. As we know, word of mouth is the best form of advertising. The candidates had thousands of volunteers knocking on doors, making phone calls, attending rallies, wearing buttons and t-shirts, and posting signs.

4. Tell your story to the world. In 2008, it’s so much easier. You don’t need to pay for television or radio advertising, unless that’s where your audience is. You can utilize the Internet and wireless devices to spread your story inexpensively and build relationships. Use frequent e-mails to update clients on your company’s employees, services and projects (remember to give them a way to unsubscribe). Use a blog to link to your favorite articles or post your ideas on current industry trends. And by becoming active on social networking sites, your friends and connections can link you with theirs, thereby giving you those hundreds or thousands of volunteers who will spread your name. Just think, Obama even used text messaging to announce his Vice-Presidential candidate in the middle of the night, and it made those who subscribed feel important.

By studying the marketing strategies of an unrelated industry, you may discover new approaches not being used by your competition. Your best marketing ideas may come from the least likely places, even political campaigns.

© Copyright – Karen A. Davis. All Rights Reserved Worldwide.

Let Me Introduce Myself...

My name is Karen A. Davis. For the past 10 years, I’ve freelanced as an architectural designer and provided technical support for architects, developers and contractors. I am privileged to have been on the architectural teams for some very prestigious projects, including corporate facilities, sports and entertainment, healthcare and multi-family residential project types. Most recently, I provided interior design and construction documentation for the largest building project in the U.S. to date.

I love the creative part of architecture, but I’ve found that I also enjoy the business side of the building industry, including marketing, business development, and strategic planning. I love encouraging people to do their best and fulfill their dreams. That’s why I’ve taken on the role as marketing manager, publicist, and business coach to the building industry, particularly for small and medium-sized businesses who typically do not have these services in-house.

I’d love to go on about me, but what about you? I’d like to hear about you and your company.

Is your business all that you’ve dreamed it would be? Do you have the luxury of choosing your projects? Have you formally introduced yourself to potential clients, to the world? Are you taking advantage of the free publicity available to promote your business?

By the way, the first two paragraphs were my “elevator speech.” How I would, and do, introduce myself if I only have a couple of minutes to talk (say, in an elevator). Have you developed your elevator speech yet?