Sales is not a dirty word
December 5, 2011 by Barbara · 4 Comments
‘Sales’ is not usually the first word chosen by professionals to describe how they acquire new clients. They prefer ‘marketing’ or ‘business development.’
For example, a professional colleague said to me recently, “Everyone else is out there marketing so hard, it is essential to be out there too.” Her firm recently hired a new associate who has energized their team because he “feels responsible to actually market,” as my friend put it.
This anecdote speaks to one of the dilemmas of operating a professional services business: to do what you are good at and love to do, you need work; work comes from clients; clients come from a regular, ongoing system of practices called marketing, sales, and business development, often interchangeably.
Dear reader, are you thinking, “Duh!” to yourself? I know it is obvious, but many professionals resist doing the sales and marketing needed to have thriving businesses. Read more
How horses teach us about communication & leadership
I’m standing in the arena with three horses and a lunge whip in my hand. My job is to move them around the perimeter as a group, then change their direction to move in the other direction. Lunge whips aren’t actually used to whip the horses. As an extension of my arm, it helped me communicate with three 1,000 pound horses.
I was comfortable doing this with one horse, but keeping three animals moving together was quite different. Each animal was different; one was a donkey half the size of the other two, Each moved at a different pace; their relationships with each other influenced how close they wanted to be to each other.
How do I let them know what I want? What would give them enough motivation to do it? How do I keep them moving together? Read more
AEC marketing survey
September 14, 2011 by Barbara · 4 Comments
In January as I read economic forecasts and industry surveys I got curious, and decided to create and conduct my own. I wanted my colleagues’ perspectives about the AEC industry in the Puget Sound region. Read more
Giving thanks for horses
November 25, 2010 by Barbara · 10 Comments
Horses inspire me in hundreds of ways. I love their beauty, their athleticism, their gentleness, curiosity, intelligence, and their sense of humor. I marvel at their sensitivity, their mastery of herd dynamics and communication, and their instinct that survival is found with their herd. For Thanksgiving, I honor these amazing animals who have cooperated with humans for so many thousands of years that most of us take them for granted. Read more
Guidelines help companies implement social media
November 4, 2010 by Barbara · 8 Comments
I sense a sea change regarding the A/E/C industry’s use of social media. Everywhere I go, I ask, “How is your firm engaging with social media?”
I used to hear “We just don’t know how it would help our business,” and “We’re too busy to add anything.” Now I hear “We are getting ready to implement _____ ,” as often as the first answer. The tide is turning.
How are you or your firm engaging with social media and networking? Read more
Sign up for the eZine
As a 25-year veteran of marketing professional services, Barbara Breckenfeld is a strategist and a storyteller. She helps helps businesses grow as a consultant, marketing coach, and seminar leader.
