Over and over, again, I'm hearing from firms that they're swamped with work. While that can be wonderful, it leaves the question on the table, "What about tomorrow?" Who is doing the needed business development and marketing today to bring in the work tomorrow. Tomorrow will show up, no doubt about it. But, it requires work today to prepare for it. What are you doing to prepare your firm for great revenues in another year? Here are three key directives to build assurance into your revenue future.
1. Client Relations (Future Dollars!)
Define and put into place a solid client relations program. Right now, your hands are full of clients and many of those clients represent future revenue. Do you have a process, in place and that all project teams understand and can implement, for effective client management? Do you have a service recovery process in place for when a project starts to go south? Do you have a stellar on-boarding process for new clients? Do your PM's know how to build client relationships so the clients return to you, again-and-again?
2. Positioning / Visibility (Future Dollars!)
Is your marketing and business development program automatically maintaining your position in your target markets? When your firm uses integrated marketing / BD and automation to keep your firm visible, it doesn't matter that your seller-doers are buried in projects. Your systems will take care of the majority of work of keeping your firm out there looking successful to your targeted prospects. BTW – If you disappear (lose your position) in your target markets, prospects aren't sure if you're around anymore. Plus, when you finally get back to marketing, you've lost ground that must be made up.
3. Target Your Future Prospects, Today (Future Dollars!)
Instead of waiting for projects to show up next year, take the time to hand-select the firms you want to pursue for future work, whether they have work right now or not. Chasing leads always leaves you in the position of chasing more leads. When you chase the firms and organizations you want to work with, in the long term, you can build those long-standing relationships that will carry your firm through. This month, take a list of all the prospects in your target markets. Then, hand-select the accounts (firms/organizations) that you want to build a relationship with. Put those prospects into your integrated and automated marketing / BD program and start the process of building your revenue for next year.
What will your revenue be next year? Time to start working on that!
Got questions? Email firstname.lastname@example.org.
Friday Chow is posted weekly, or thereabouts, to provide you with insights and considerations for AEC sales and marketing. Good stuff to feed your revenue engine!
When you're ready to improve your business development, marketing, and client relations programs, contact Red Hound Studios at email@example.com