Just as engineers and architects use a proven process for developing a predictable and executable set of project plans and specs, AEC sales and marketing has become more structured, repeatable, and, subsequently, successful. Too often, AEC sales and marketing has been (or still is) "seat-of-the-pants" tactics where activities and programs have been guesswork or a "cool thing" that someone reads about and wants to do. Because AEC sales and marketing is evolving to a more structured process, firms now can structure their programs and use proven processes to increase their opportunities for success.
Just look outside the AEC industry. IBM™ salespeople use proven, repeatable sales processes that have consistently demonstrated results. The same goes for other arenas where non-tangible (and tangible) services are sold whether it's advertising or insurance. And, virtually all salespeople have some sort of continuous, formal training on how to improve their results.
How does structure and process affect your bottom line?
Having structure and process in your sales and marketing means you can improve your opportunities for reaching your revenue goals. When you have a formalized process, you can dissect it, evaluate how each segment of the process is performing, apply metrics to each segment, adjust performance, and subsequently, improve the process.
Make a commitment to no more seat-of-the-pants sales and marketing!
AEC sales and marketing is now more predictable and measurable with specific and identifiable metrics and proven structures, systems, and processes. That structure leads to the ability to develop realistically anticipated projected outcomes that can improve your firm's probabilities for success. Wouldn't that be a great place to be?
What does a successful, repeatable sales & marketing structure and process look like?
It's time to consider what your sales and marketing looks like. Is it structured? Do your seller-doers, BD'ers, and marketers all understand what the process is and how to implement it? Can your process be evaluated and improved?
What you can measure in AEC sales & marketing, you can improve.
NEXT WEEK'S FRIDAY CHOW: What can I measure in AEC sales and marketing?
For more information: 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