Here we are again. Projects are rolling in the door, everyone’s happy, and marketing and BD looks great since there’s revenue in the AEC till. It’s often heard: “Oh, let’s roll on and ride this wave while we can. We’ll worry about the future tomorrow.”
But what about 2017???? We’ll be okay, you say? The economy will still be great? We don’t have to tee up anything for next year?
It never ceases to amaze that when the good times roll in, the bad times are forgotten, marketing’s and BD’s budgets are reduced, and pursuit of the future goes to the bottom of the priorities. After all, it’s said, there’s not enough time, right now, for our seller-doers, technical, and revenue generation teams to be involved in building new relationships, pursuing next year’s opportunities or purposefully planning the future. What are you thinking? And, by the way, what is with that word – purposefully?
The firms that succeed next year will be the ones who are being purposeful this year. They’re the firms who will be considering their revenues, business plans, and desired growth for next year, the year after that, and the five years after that. They’ll have a road map, in place, for where they’re going and plans in place to purposefully be successful!
Maybe it’s time to adopt the same mantra as global electronics and enterprise computing solutions, ARROW Electronics™. They drive their business with the slogan: Five Years Out©. What a great mindset for a firm: To be purposefully looking forward, considering the future and planning for it, and delivering products and services in anticipation of their clients’ futures rather than leaving all at a whim and up in the air.
You have the next few months to prepare. If you’re waiting until December to do your 2017 planning, it’s too late. A firm can’t build relationships, purposefully pursue the desired work for 2017, and be a serious player in the market by thinking short-term.
Five years out©? Maybe for starters, begin with One Year Out.
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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