Hi, I’m Chad. Welcome to my new blog. This blog is intended to help architects and designers create more demand and establish a higher value for their services. I’m starting with Sales and Marketing for Architects and Designers because I feel this is an area of low hanging fruit that my background and expertise is uniquely suited to help.
This is where I’m coming from: I graduated from The Ohio State University School of Architecture in 1993. The economy was tight and most architecture graduates weren’t getting job offers. If they did, the pay was pretty dismal compared to our College of Engineering peers. I interned at an architecture firm in Columbus, OH while still in school and was fortunate enough to be offered a position.
As I prepared to graduate and was trying to figure out how I was going to build a career, I was approached by several practicing architects and visiting professors at OSU. Their advice? “Go into business”, they said. They recognized two things: 1. I was creative. 2. I needed to make a good salary to support my young family. Bottom line, they didn’t see the profession of architecture as a great path to leverage my creativity and make a good living!
For more about me, click here.
Fundamentals of Sales and Marketing for Architects and Designers
I remember one of our design studio professors saying, “The architects that I’ve seen be successful are very smart business people and have built a list of clientele that support them.” This always stood out to me. It seems so simple. Yet, why are these architects typically the exception and not the rule?
Here are 5 Steps to help you build a successful sales and marketing program and address the “Clientele” factor. We’ll have more on being a great business person as this weekly blog progresses.
Step #1 – Start with your contact list.
There is an exceptional, quick reading, book called “The Referral of a Lifetime” by Tim Templeton. The basic idea is to write down the names of people that already know, like and trust you. Consistently, without fail, reach out to them in an appreciative and value added way. Let them know that you are committed to them. Let them know that you will be equally committed to anyone they refer to you. Always close your interactions with “If there is anything I can do to help you, personally or professionally, please just let me know.”
As you build your list, look for common denominators among them. Is there a particular type of person you work well with? Is there a type of business or function that you serve particularly well. Do you share similar interests? This is the beginning of your niche! Even if you’re starting from scratch there is ALWAYS some common ground between you and the people that already know, like and trust you!
If you’d like a free copy of the book, please go here and fill out the form. I’ll send you one.
Step #2 – Offer your contacts something of value.
Here’s an example: I just offered you a free copy of a great book that could change your career and your life. Are you going to take me up on it?
Not sure what you could offer your contacts? Here are some ideas: Tickets to a seminar. Audio download. Video link. Copy of an article. Samples. Lunch and learn. Whitepaper. Book. Invitation to a party or event, etc. Need help? Get a free idea starter here.
Step #3 – Put the offer on your website.
Don’t have a website worthy or your design skills? Learn about WordPress and see examples here. Putting the offer on your website drives traffic to your virtual front door. You can track the results. You can provide an intentional experience for your visitor. You can automate the follow-up! And, yes the automated follow-up is THE KEY. (Hint: Referral of a Lifetime, consistently follow-up without fail)
Step #4 – Promote your offer.
How many times have you arbitrarily spent money on a advertisement, bill board, e-blast, website, etc and wondered, was it worth it? If you follow steps 1-3, the promotion piece gets a lot easier. First, determine an appropriate budget. If you need help, use our ROI calculator to get started. Second, pick affordable communication channels where you know your targeted list of contacts (see step #1) are going to see your promotion and where it speaks the loudest about what you’re passionate about.
Step #5 – Put your sales hat on.
Sales is about establishing a connection with someone, building trust, qualifying EACH OTHER and teaming up to tackle an opportunity. For the people that are paying attention to your offer, create a personal game plan to do this with them. Use automated marketing software to help you do it. Email, phone, personal card, letter, parcel mail, networking events, etc are all in the toolbox.
For a real world example, click here to see how the Grabill Cabinet Company leveraged automated direct marketing.
What’s the key here? The key is that you’re pursuing people that have already indicated they are at least a bit interested. That’s a lot better than cold calling or blindly sending mailers.
Summary
I have a passion for architecture and design. I think architects and designers should have a higher place in the pecking order within our economy. My goal is to help architects and designers create more demand and establish a higher value for their services. One of the ways I can do that is to share sales and marketing best practices. Following the 5 Steps above will bear fruit! This framework has been developed over the last ten years using the latest communication strategies and technologies. We’ve boiled it down so you can grab onto it and make progress. It’s a proven system! Follow it and you’ll get results.
If you would like to hands-on support implementing these practices, I would be happy to help. Contact me here.
If there is ever anything I can do to help you, personally or professionally, please just let me know!