It's a different AEC sales and marketing world than it was six to eight years ago and a lot of the change lies at the door of technology. Prospects research and buy our services differently and how we market and sell our firms has changed. Consider this:
All of these technological advances are filled with process, systems, analytics, and metrics. For example:
All of this technology gives us the ability to pinpoint good and poor performance in a specific sales or marketing activity and take the necessary steps to improve it. That is powerful stuff!
What else has changed?
Ten to fifteen years ago, there typically was only one door of communication into a firm via a principal or PM. Now there are multiple doors into a firm with multiple voices communicating, almost daily, with audiences via:
That's a lot of communications and, without some sort of organization and structure, a firm may have a tendency to jump from tactic to tactic without a clear and purposeful program of communication with prospects and clients.
We are headed toward a tipping point in AEC professional services sales and marketing. That tipping point is the structuralization and formalization of our sales and marketing processes. You only need to look at the titles and topics of information, services, webinars, tools, and research that are helping to move us forward:
What does it mean to you?
With the technological advances in marketing and the sophistication of sales processes, AEC sales and marketing is becoming more structured. The valuable impact of this evolution on your firm is that you can use proven models, structures, and strategies to be more successful in generating revenue for your firm. It's time to wave good-bye to seat-of-the-pants sales and marketing and start adopting structures, systems, and processes that you can measure, thus improve.
NEXT WEEK'S FRIDAY CHOW: Making sense of it all – the structuralization of sales and marketing in the AEC industry.
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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 firstname.lastname@example.org