blog

Blog

Scarlett Letter #10: Part II — In business, when does one become irrelevant?

Are you being honest about your professional relevancy level? Ask yourself these questions to gauge your situation:

1. Do people say to you often : “Great idea! Let’s roll with it?” Or, “We’d really like your insight/input on this?”

2. Or, are people saying: “You don’t need to waste your time coming to this strategy meeting.” Or, “This is the way we’re going to do it, period.” Even worse, do you fully grasp the direction and why they have come to a specific conclusion? (Even if you don’t agree with it, are you clear?)

If your input, point-of-view, and presence are ...

Tags: linkedin, professional services marketing, professional services sales, scarlett-consulting-marketing-and-business-development-for-building-architects-mep-civil-structural-engineers-construction-managers-general-contractors

Read more

May 28, 2009

Scarlett Letter #9: Part I — In business, when does one become irrelevant?

Last week, I gave a presentation to the ALA (Association of Licensed Architects) entitled “Beyond the Magic Bullet; Small Firm Marketing/BD Strategies to Tackle the Down Economy”. At one point, I posed this notion: ‘grey haired’ seasoned professionals are viewed as the lowest risk by most buyers of AEC services in this economic climate. Juxtapose that experience with younger talent that is agile, adept, and comfortable with the newest in communications and social media, and you have a winning team.

Post-session, I had a thoughtful exchange with an attendee (we’ll call him Matt) that is himself a ‘grey haired’ seasoned ...

Tags: linkedin, professional services marketing, professional services sales, scarlett-consulting-marketing-and-business-development-for-building-architects-mep-civil-structural-engineers-construction-managers-general-contractors

Read more

May 25, 2009

Scarlett Letter #8: Part II — When your services are “Nice-to-have” versus “Gotta-have-it-or-else”….

What ‘idea’ person hasn’t been disappointed at some point when they realized their idea was good (acknowledged as ‘good’ by others as well), but not ‘absolutely necessary’?

I once had an invention that I thought for sure was going to make me a rich woman and an early retiree! Due to the above predicament, this invention was shelved indefinitely. From time to time I think about it, especially when people lament the problem that my invention could potentially solve for them.

One of the first steps might be to: Revisit your positioning of the service/product offering to make absolutely ...

Tags: linkedin, professional services marketing, scarlett-consulting-marketing-and-business-development-for-building-architects-mep-civil-structural-engineers-construction-managers-general-contractors professional services sales

Read more

May 21, 2009

Scarlett Letter #7: Part I — When your services are “Nice-to-have” versus “Gotta-have-it-or-else”….

Had a conversation today with the CFO of a software company (focusing on the healthcare industry). We discussed his firm’s products/service offerings. They sounded pretty cool. But, there was a But. Their offerings are “nice and helpful” but not “absolutely necessary”. Why is this?

1. Lack of clarity on the decision maker(s) and their process. Each healthcare system buys differently – could be the CFO, CTO, various departments, etc. There’s no consistent path-towards-closing-the-deals. 2. This service/product combination most definitely will add value, but not enough value to push the buyers to a ‘yes’.

I once had an engineering client with a similar predicament. ...

Tags: linkedin, professional services marketing, professional services sales, scarlett-consulting-marketing-and-business-development-for-building-architects-mep-civil-structural-engineers-construction-managers-general-contractors

Read more

May 18, 2009

Scarlett Letter #6: Stellar Client Service–It doesn’t get better than this!

If your firm is cognizant (and respectful of) your clients’ perspectives and testimonials, then you likely conduct frequent Client Perception Surveys to ensure your clients recognize the value in your services.

Architects, engineers, planners, designers, building contractors, and real estate professionals….you all provide a service. You are well aware of this. Actually, you’re in a hybrid spot, because many of your services do ultimately result in a tangible end ‘product’.

But it’s the level of service, first and foremost, that often seals the deal. We know that emotions play into buyer’s decisions, and we know that our ‘old brains’ respond to emotional ...

Tags: Anne Scarlett A/E Marketing, professional services marketing, professional services sales, Scarlett Consulting AEC business development, scarlett-consulting-marketing-and-business-development-for-building-architects-mep-civil-structural-engineers-construction-managers-general-contractors

Read more

May 14, 2009

Scarlett Letter #5: Surefire way to hold yourself accountable

If you want to accomplish a big goal, tell people –lots of people– your plans.

Yea, sure, you could just write it down on a private master list (I do that, too). But if you don’t show that list to anyone, so are you really completing everything you want?

I have two plans to share with my readers. I have no choice but to carry out my plans. Pride won’t let me do otherwise!

1. I’m taking the LEED exam in late June. I’ve shouted this news from the mountaintops (and across cyberspace, too) so that people will ask me about it, ...

Tags: linkedin, professional services marketing, professional services sales, scarlett-consulting-marketing-and-business-development-for-building-architects-mep-civil-structural-engineers-construction-managers-general-contractors

Read more

May 09, 2009

Scarlett Letter #4: When networking…Generosity takes hold…watch how the impact sticks!

Six weeks ago, I dragged myself to a networking function. As an introvert, I wasn’t really up for going, but I knew it was important to do so – this one was on Green/Sustainable Design, and I knew it would be highly attended by prospects, networking opportunities, and colleagues alike.

Sure enough, the first gentleman I met was a superstar: Chris Happ. Chris CEO of Goby, a firm that helps building owners, management companies, AE teams, and construction firms make smarter sustainability decisions that generate positive results–eventually culminating in LEED certification. They oversee the entire, potentially cumbersome, process. Good ...

Tags: linkedin, professional services marketing, professional services sales, scarlett-consulting-marketing-and-business-development-for-building-architects-mep-civil-structural-engineers-construction-managers-general-contractors

Read more

May 07, 2009

Scarlett Letter #3: Exploring acceptable (?!) pricing strategies when competing for low bid…

Mark Buckshon writes the Construction Marketing Ideas blog. Recently, he published: Seven Ideas for Construction Marketing Success. His second idea took me by surprise, and yet, I am guessing that he’s seen it work again and again, so it must make some sense. Here it is:

2. Great marketing gives you change-order power in conventional price sensitive areas. As an example, consider the story of a U.S. electrical contractor working in a mid-size Michigan city. The local hospital has lots of work, but everything must be publicly bid, and the lowest price always wins the job. How can the ...

Tags: linkedin, professional services marketing, professional services sales, scarlett-consulting-marketing-and-business-development-for-building-architects-mep-civil-structural-engineers-construction-managers-general-contractors

Read more

May 04, 2009

Archives