Wouldn’t that be great? Revenue stability – revenue that comes in the door at a more even pace instead of in major highs and lows. Revenue sustainability – knowing that you’re pursuing work with strategies and processes that will carry your firm over an extended time span, not just for months.
There are three components to stability and sustainability that I’ve seen consistently perform in the AEC industry.
1. Structure, Process, Measurement
Structure . . . Where everyone knows who is doing what, who reports to whom, and how to get reviews, approvals, and responsibilities completed more efficiently. It makes your revenue generation operations run more efficiently and effectively – that takes wasted time off the boards and makes time available for producing results.
Process . . . Where everyone involved in revenue generation is following proven, repeatable processes and strategies. No more “seat-of-the-pants” approaches, no more guessing what works and what doesn’t . . . effective! Plus, when using proven, repeatable processes and strategies, you can train your staff in a consistent approach to pursuing the best revenue!
Measurement . . .Where business development, marketing, and client relations activities are measured, and they are measured throughout the process, not just at the end. It provides you with the opportunity to adjust your activities, before you reach the big proposal and crucial interview, in order to increase your confidence in the final outcome.
2. Account-Based BD / Marketing / Client Relations
Account-based programs put your focus on the companies, agencies, and organizations you want to work with, whether they have a project right now or not. It allows you to purposefully pursue the “accounts” that are a best fit for your firm and build solid relationships. It takes you out of a chase-the-lead approach and into one that makes your BD and marketing work with purpose. A shift to an account-based program doesn’t happen overnight, but the change is well worth it.
3. Integrated Communications
If you’re not communicating with your target audiences on a regular basis, someone else is. Just because your firm has been in town for years and everyone knows your firm, it doesn’t mean your competitors have gone away or that you’ll automatically win that next big project. Your competition may, in fact, be working harder and smarter to win that next project from you.
An integrated communications program allows your firm to consistently stay in touch with your target audiences over an extended period of time. A strong program uses multiple communication channels to keep your firm visible with those targeted prospects and carries consistent messages to those companies and agencies.
When you’re looking for what works in Integrated Revenue Generation, give a call (720-346-8331) or email us at firstname.lastname@example.org.
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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