Marketing Matters
V O L 2 2 E D I T I O N 9 O C T 2017
There is More than One Way to Win Work – 10 Tips for Lead Generation by India Grigg Having spent the better part of a decade working in marketing communications for some of Australia’s largest design firms, I’m all too familiar with the constant battle to secure new clients and win work. Whether you’re a large practice or sole operator, everyone needs a plan for generating new business. Experience teaches that the most successful firms adopt a long-term approach rather than a quick fix, drawing on a range of strategies to keep the work coming in. So, if your only lead generation method is responding to RFPs and RFQs, it may be time for a new plan. Below are a few tips to help get you thinking. 1. Focus on relationships. The most effective business development strategies focus on proactive and ongoing relationship-building. To be aware of future opportunities, you need to be actively cultivating relationships, keeping in mind that it can take months, or even years, of wooing to convert a lead. 2. Networking. The reality is you need to pound the pavement to find new leads, and networking is the easiest way to do this. Find the right avenue for you – this could be attending industry breakfasts or seminars, hosting a boardroom lunch or an informal get-together of your own. Collaborating with consultants or other building designers is also a good way to expand your network. Another tip is to take a new colleague to a meeting. Low-cost and practical, it not only helps build a stronger rapport between your firm and client, but it also aids professional development, particularly for junior staff. Communications toolkit health check. It’s hard to hit the pavement if your support tools aren’t up to scratch. Make sure your website has the correct contact info, latest projects and all links are working. Opt for digital company profiles that can be easily updated and India has just started a new position with Verity Campbell Communications (VCC): www.veritycampbell.com.au. VCC offers writing, marketing and communications for design and related businesses. Join the weekly newsletter for new ideas, tips and advice. Sign up at veritycampbell.com.au/newsletter
emailed, or utilise an iPad to show your latest under-construction work. And ensure your LinkedIn profile includes a suitable professional photo (not one of you at the Christmas party) and that your correct title/current role is displayed. On a side note, there is nothing worse than clicking on inactive or unused social media accounts (it doesn’t leave a good impression), so if you’re not using a particular platform or it doesn’t suit your communication style, ditch it or seek some advice to help guide you. 3. Industry associations. Joining relevant industry associations or groups is an easy way to stay in the loop. And if you’re time poor, it also saves you the hassle of organising your own catch-up or event. But be sure to mix it up, you need to fish from more than one spot. 4. Sponsorship. This doesn’t have to be costly, it could be donating to a client’s Movember efforts, supporting a local community group or sponsoring a hole at a client’s annual golf tournament. There are a number of sponsorship options to suit all budgets, so do some research to find what suits you, and more importantly, is relevant to your target market. 5. Public Speaking. This is a great way to raise your profile, promote your business and grow your network all at once. It could involve anything from joining a panel or speaking at a conference, to a relaxed Friday night show-and-tell at a client’s office. 6. Block out time. Business development doesn’t need be overwhelming. Avoid interruptions and schedule in regular, bite-size blocks of time, such as 1 hour a week or 15 minutes a day, helping you to remain focussed and be responsive in your follow-up. You can’t tackle a year’s worth of leads in one go, so a regular and consistent approach works best. 7. Track your leads. Record it or lose it. I see this happen a lot, so it’s vital that you record and track all your leads and activities, keeping a ‘live’ record of who is doing what. Mid-to-large sized practices may opt for a Client Relations Management (CRM) system such as tiny+, which is geared towards the design and construction industry, but even a basic spreadsheet will do. Good leads management will also help build a more accurate pipeline summary, improving workflow and budgeting. 8. Follow up. Worse than not recording leads is not following up on a potential
job. If you block out regular time and track your leads, then following up will be simple. You just need to make sure this important step forms part of your sales process.
9. Keep in touch. This is probably the number one issue I see – staff not keeping in contact with their clients – past, current and potential. Not keeping in touch is the fastest way to lose your grip on business development. Keep communicating, in whichever form works for you, follow their Instagram, drop a quick email, send a newsletter or extend an event invite. 10. Diversify. The never-ending chase to land that next job can be exhausting, but having a couple of go-to lead generation strategies up your sleeve can help ease the struggle, and help you to stay on top of a competitive market. Business development must be practical, achievable and relevant, so find strategies that best suit you and your business goals.
13