Contribute to your firm's marketing efforts by tapping into your personal strengths. Published in Modern Steel Construction. Do you dread picking up the phone to introduce your firm to total strangers? When management asks for volunteers to work the tradeshow booth, do you sink into a chair to … [Read more...] about Finding Your Inner Marketer
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Don’t be fat and happy! (Those days WILL come again…)
Published in the Zweig Letter. At last, your business is where you want it. Revenues have risen in recent years; you’ve streamlined operations and increased profitability; you have a solid presence within established industries; and bonus time will be highly rewarding. In short, you are fat, dumb, … [Read more...] about Don’t be fat and happy! (Those days WILL come again…)
It’s already mid-year! How are your strategic marketing efforts tracking against plan?
Published in the Zweig Letter. For this article, we are making two basic - yet crucial - assumptions: 1) You have an annual business plan, and 2) You created a supporting strategic marketing plan - designed to realize the vision within the business plan. If you don’t have either of these things, … [Read more...] about It’s already mid-year! How are your strategic marketing efforts tracking against plan?
Reap real rewards!
Build an all-inclusive strategic marketing plan. Published in CE News. In the one dozen techniques to make clients remember you first, point numero uno was to become versed with your company’s marketing approach and plan. Now it’s the beginning of the new year, and I’m hopeful that most of our … [Read more...] about Reap real rewards!
Don’t lose sight of lessons learned…
Planning includes a reflection upon this year's lessons. Published in AE Marketing Letter. It’s Fall — time for savvy firms to gear up for 2009 strategic planning, followed by the development of tactical action steps. In marketing, we begin by collecting data on competitive positioning, hit rates, … [Read more...] about Don’t lose sight of lessons learned…
Making rain with webinars
Get comfy with this technology. Published in PSMJ's AE Rainmaker. Webinars—prevalent communication and selling channels—are here to stay. If you have ever delivered a webinar then you may recall a lonely feeling, almost as if you are sitting in the woods with the sound of crickets chirping! As the … [Read more...] about Making rain with webinars
Recall Power…
One dozen techniques to make clients remember you first. Published in CE News and AE Marketing Letter. In this service-oriented industry, clients tend to hire people rather than companies. We know this. We also know that a solid company brand makes the relationship-building process - aka business … [Read more...] about Recall Power…
Miss Manners has it going on….
Dos and don'ts of client interaction for our technical professionals. Published in PSMJ's AE Rainmaker. So many business development professionals work at firms that have an array of folks ‘touching’ clients. Construction firms have superintendents and their teams at the job site. Project and … [Read more...] about Miss Manners has it going on….
Your client – a well planted seed
How to build business with existing clients. Published in Structural Engineer and AE Marketing Letter. Industry standards indicate that 80% of your revenue should come from existing clients, year after year. The more business you can generate from existing clients, the more strategic (aka, picky) … [Read more...] about Your client – a well planted seed
TAKE THE “WORK” OUT OF NETWORKING
Effective and fun networking techniques. Published in CE News and AE Marketing Letter. What do you call a crowded room, abuzz with banter and laughter, where relationships are created and deals are done? Is this an opportunity? Or is this an intimidating - even daunting – situation to be avoided? … [Read more...] about TAKE THE “WORK” OUT OF NETWORKING