By David Joselit
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In practice, you’ll find that identifying potential clients and specific projects is one of the easier steps in your marketing and sales program. There are three typical sources of leads for a new or small firm: > Research > Networking > Proactive lead generation Research can be as basic as reading local newspapers; obtaining lists of school superintendents, directors of facilities for local hospitals and corporations, and other clients with frequent need for design services; and identifying individuals who are likely to have advance knowledge of projects .
Marketing and Sales 37 It’s Who You Know When Brad’s father’s firm was brand new in the late 1930s, they heard that a leading suburban school system near Chicago was planning to build a new, state-of-the-art elementary school. Brad’s father called on the superintendent, a friend of his father, to ask to be considered. The superintendent was polite, but said the project needed a team with more experience (Brad’s father’s team consisted of three men in their thirties). Brad’s father refused to give up and asked the superintendent if they might be considered if they had a senior advisor.
In other cases, firm principals have simply asked friends to introduce them to a potential client over lunch. Thus, by combining research, networking, and proactive efforts, you will be able to generate more than enough leads to keep a new firm busy with the next steps in the marketing and sales program, lead qualification and courting, and RFPs, RFQs, and responses. Lead Qualification and Courting Most firms find that they must generate a large number of leads to get one assignment. The traditional rule of thumb is that 10 to 12 “qualified” leads generate 3 to 4 interviews and 1 new job.
After Art by David Joselit