Are you delivering a consistent, unified brand promise and messaging across your sales and marketing program? Or are you jabbing at your prospects with one message in an email and another on your website while your business developers are talking a totally different story when they meet with someone at a tradeshow or organization event?
“(Sales) and marketing’s biggest challenge,” according to Steve Olenski, a Forbes contributor, “appears to be presenting a consistent, unified brand across multiple customer touchpoints – on the Web, on social media, via mobile devices, and through traditional brick-and-mortar.”
For the AEC industry, let’s add in sales, proposals, SOQs, email, tradeshows, organizations your firm participates in, advertising, sponsorships, special events, client relations, and so on.
Consistency = Credibility
Individuals who are consistent in what they say and do carry more credibility than those who change their viewpoints every day. The same goes for AEC firms. Consistency across all of your prospect touchpoints drives your message home as your prospects view you through one communication channel and receive the same messages through other channels.
It's even more important in project delivery. Imagine the confusion as a senior project manager promises one delivery date and a junior PM commits to another. That doesn't make for fun client meetings!
Who Should Be Involved in Creating That Consistency?
Providing your prospects and clients a consistent brand promise requires having senior management, technical staff, sales, and marketing all on the same page. It can't be a clever phrase or elaborate copy that marketing makes up, then sales goes out and delivers it. Make the time to internally discuss and validate your promises and messaging so all your team members are singing the same song. It takes time but the results are well worth it, i.e. it impacts your bottom line!
Time To Get Aligned!
Ask your sales and marketing team these questions to start moving your firm forward with a unified voice:
Make today the day to stop jabbing at your audiences with inconsistent, unrelated messages and begin respecting their time by delivering a consistent story that is of value to them.
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 firstname.lastname@example.org