Quote for the Day - American Society of Landscape Architects Marketing... · Quote for the Day The...
Transcript of Quote for the Day - American Society of Landscape Architects Marketing... · Quote for the Day The...
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Quote for the Day
The best time to plant a tree was 20 years ago. The second best time
is NOW.-- Chinese proverb --
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Who is this guy?
10 years in the AEC Industry
Marketing Degree and MBA
40 under 40 list from BD&C
National Leader in SMPS
50+ presentations/articles
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Good News…..
Forecasted GDP Growth Q3/Q4
Banks balance sheets appear to be stabilizing
Consumer Confidence rising
EDC’s reporting increased activity
ABI is… well it’s a rollercoaster!
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Reality is…..
State/Local Government revenue and budgets under pressure
Credit requirements still tight for commercial development
Consumer spending forecasted to drop back to historical norms of GDP
Competition has changed in your market
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So if you feel like this….
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Marketing is…..
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Business Development is…..
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Everyone Love PIE!
Profits = Income – Expenses
Growing “I” a lot more fun than controlling “e”
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Step 1: Look in the Mirror
Good AND BadKey Quantitative Metrics
- % billings by Market/Client/Geo- Day Receivables- Win Rates- 30/60/90 data
Key Qualitative Metrics- Staff Talents- Portfolio of work- Debriefing Notes- Client Feedback
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Step 2: Look Around You
Locally- Condition of Economic Drivers- Trends that affect your top clients- Commercial RE reports- Competition Landscape (who and where)
Regionally- Federal Reserve Beige Book- ABI, PCI, etc index trends
Globally- New Services- Government Regulations
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Step 3: Design a SIMPLE ‘BD’ Plan
Sample Components:
- 3 to 5 Market Sectorsi.e.- Univ, Urban Infill, Planning, Consulting, etc
- Define targets within each sector- who can sign your contract and pay you!
- Assign monetary and time budgets
- Set Goals: Revenue/Meetings
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Step 3: Design a SIMPLE Plan
Market Target Budget Goal
College/
Univ
C&U within 100m radius
Arch within 50m radius that have C&U resume
10 hrs/wk
$5K/yr
$350K
Streetscape Small towns within 100 mile radius of office
5 hrs/wk
$2K /yr
$100K
Private Focus on top 15 clients by 2008 billings
10 hrs/wk
$3K/yr
$75K
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Step 4: Assign Responsibilities
Working from the Firm ‘BD’ Plan….
- ID Champions to lead effort(s)
- Leader needs to CLEARLY define expectations
- Set regular meeting with key people for updates
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Step 4: Assign Responsibilities
Champion Market Tasks Status/Notes
Mickle C&U Sign up for email alerts from SCO
Done 9/3/09
Visit CA at UNC LVM 9/3, 9/7
Attend SCUP conference
Registration confirmed.
J. Campbell Meeting with ABC Architects about Duke
Scheduled for 10/2
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Step 5: DO SOMETHING
MOST IMPORTANT STEP!!!!!
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Step 6: Measure/Tweak…. REPEAT
You can’t afford to waste ANY Resource
Sample Metrics- # of meetings- # of RFP/Qs- Signed Contracts- Business Cards at event
Don’t over commit, and be willing to change course
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Step 6: Measure/Tweak…. REPEAT
Use Metrics to Manage, don’t
Manage by Metrics!
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WARNING: The CIA is the Enemy
C – Complacency- “We have always sponsored that event.”
I - Ignorance- “Those are national numbers, its different here.”
A - Arrogance - “Why wouldn’t they pick us?”
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Final Quote of the Day!
Remember, It wasn’t raining when Noah
built the ark-- Howard Ruff --
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Speaker Information:
Scott E. Mickle, CPSMCorp Director of Business Development & Marketing
Ph: 704.560.7079 (cell)E: [email protected]: www.linkedin.com/in/scottmickle
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SmartBriefs.com
Over Twenty Industries and Growing
Over 70 Trade Associations
1.5M subscribers end of 2008
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Other Online Resources
Globe St Newsletter www.globest.com
ENR www.enr.com
BD&C www.bdcnetwork.com
ACBJ Daily Updates wwww.acbj.com
Newspapers N&O, Washington Post, etc
Companies JLL, CBRE, etc
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Professional Social Networks
Linked- In Tutorial
- Personal Profile
- Search Functionality
- Groups
- Question & Answer
- Special Features
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Professional Social Networks
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Website as a Bus Dev Tool
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Business Development Planning