Articles

Anne Scarlett has authored over 60 published articles. They are organized by topic in the sidebar to the right. Often, Anne expands upon these topics, presenting to audiences in intimate training sessions as well as at highly-attended conferences. In addition, her insights are frequently quoted in A/E/C industry publications. Representative articles include those below.

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Marketing and business development tactics

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HOW TO GENERATE REFERRALS AND TESTIMONIALS FOR YOUR BUSINESS

Solidifying endorsements is not as difficult as you might think.

Simply “doing good work” will not keep your firm in business. These days, clients expect nothing less than good work: quality solutions, stellar customer service, fair pricing. So, delivering on promises does not automatically result in clients singing your praises from the mountaintops. But your good work is not for naught; there’s hope! Doing good work–supported by testimonials and referrals–will get you new clients and help to grow your firm.

So how do we get our clients to recommend our firm to new prospects? And further, how do we get our networking contacts (with whom we have never worked ...

Modern Steel Construction

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DO WHAT YOU DO BEST—BUILD RELATIONSHIPS AND SELL!

Smart ways to delegate content development

Quality content. It’s the darling of our marketing programs these days. Even the most stubborn of AEC firms cannot ignore the numbers indicating that new business opportunities—or at least strong enhancements of professional credibility—come from social media marketing channels. Solid, rich content ensures that our electronic marketing efforts draw attention, fans, and most of all—new projects.

But wait. Your job is business development. You spend the majority of your working hours calling on prospects and clients; networking; providing direction on presentation and proposal strategy; studying research and making wise moves with leadership towards securing business. In the past, you most certainly ...

PSMJ's AE Rainmaker and RainToday

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DEMYSTIFYING SOCIAL MEDIA, PART 2

The intent is simple: give value, get visibility.

Part one of this article (see September 2009 Modern Steel Construction) addressed the question of what social media is, and what makes sense for the AEC professional. Part two covers making wise decisions on how and where to become active within the social media community.

Because you are an AEC technical professional, social media is clearly not your full-time focus. It would be easy to become overwhelmed, resentful, and stubborn about the whole thing. No doubt you are skeptical about its value. Take time to review the numbers. Articles run rampant across the Internet regarding how businesses can use social media ...

Modern Steel Construction

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DEMYSTIFYING SOCIAL MEDIA, PART 1

What is it, and what makes sense for the AEC industry?

When it comes to technology, the architectural/engineering/construction industry often seems to trail behind. We tentatively (even skeptically) watch as other professionals in similar industries delve into social media, hoping to learn vicariously from their lessons. Yet despite our slow start, the AEC industry has finally begun to increase its social media presence.

Based on a survey funded by the SMPS Foundation and published on enr.com, the white paper “Social Networking for Competitive Advantage” reports AEC’s biggest hesitancy is a lack of understanding of what it is, how it works, and how to measure results. Confusion case in point: survey respondents did ...

Modern Steel Construction

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GET THE SKINNY FROM THOSE WHO MATTER.

Techniques to gain industry insights and feedback.

Remember the game Telephone, where you told someone and they told someone and so forth and by the end of the line, the final version only slightly resembled the original story? This simple game illustrates a valuable life lesson for us all – if you want to be assured of the straight scoop, you better get it directly from the source.

When marketing in the A/E/C industry, research is an integral part of the strategic planning process. It helps to shape the direction of your efforts – what markets you will enter, expand within, or exit. It also assists in best ...

Modern Steel Construction

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CLIENT OR PERSONAL FRIEND?

How to create boundaries between business and personal relationships.

As business developers, we are strongly encouraged to get to know our prospects and clients on a personal basis. When all else is equal — expertise, services, proven track record — we recognize that our relationships will set us apart from our competitors. Let’s face it, even when comparisons are unequal, solid relationships can often be that extra something that boosts an underdog into a more favorable position. They always say: “people do business with people they like” or “when your client gives you his home number, then you have a true relationship.”

In business, creating strong relationships can indeed ...

Structural Engineer and AE Marketing Letter

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