My friend and mentor Hank Blank (hankblank.com) has written a series of blogs on starting and running a consulting practice and I’ve followed his writing with interest.  Sometimes it’s the little things that make all the difference and if we pick up one little tidbit from a trusted source and implement the information into our current business plan, it can make the difference between success and failure.

Assuming you are a seasoned professional who has been in business for several years, you obviously know what you are selling and how to sell it.   All of us on occasion need a refresher on the basics that when put into practice will elevate your firm head and shoulders above the competition.

So, let’s start with some practical, down-to-earth items that you can implement today.

While networking you meet a potential client that describes a project you wish to pursue.  Don’t let it the lead cool down.  Follow up on your meeting and let the potential client know you are interested and your firm is available.  Reconfirm your special skills or abilities that will benefit the project.  Look for ways to get in front of the potential client; ask questions.  Communicate – now and beyond the completion of the project; your goal is the project at hand, but the ultimate goal is to satisfy the client so he’ll agree to hire you again for future work.

Now you have an excellent potential client who knows your firm’s ability to complete the
project at hand.  He calls to request a proposal – at that moment, the way you respond can make the difference in being selected for the work or rejected (or worse yet, not even receiving a call back).  Be genuinely interested, confident and enthusiastic; ask questions and ensure the client his work will be your top priority.  Let him know you are ready to move forward with his project.

Making the Short-List

Congratulations, you’ve made the short list – your firm is now one of three or four that will submit a proposal to complete the client’s project.  Keep communicating – this helps build rapport and shows interest.  Ask questions about the client’s company, their goal in pursuing the project and what clients they pursue.  This will not only help you prepare a better proposal but will also help to impress the decision maker enough to hire you.

You’ve prepared an excellent proposal for a client who now knows your firm has the ability to complete his project.  Good job!  Now the waiting begins.  Don’t stop there, follow up the next day – you don’t want to seem desperate, but you don’t want to lose momentum either.  Just keep in mind that there is a fine balance between the two.

Getting To “Yes”

Remember that this client asked you to be on the short list; they have a defined need and know you can fulfill their need.  Call them and ask for the work.  Don’t ask if they’ve reviewed your proposal or if your fee is acceptable – those are details that can be finalized later – concentrate on getting a “yes” to the question, when should I begin the work?

Let’s assume you do not get an answer on your first call.  We’ve all experienced the clock ticking; a day goes by, then another, and you begin to wonder if you are still in the
running.  I’ve often said “no news is bad news” when it comes to the time between proposal submittal and reward.  You know the debate – should I call?  Should I wait?  Will my actions cause the client to think I’m too desperate or not interested – what is the right balance?  While there is no “right” answer, the key is to find that balance.  Imagine yourself in the client’s shoes.  If you had consultants calling you about their proposals, what would be too much and what is not enough?  Pick a point in the middle and follow your instincts.  Remember that some logical process is better than nothing.

Receiving a “No”

So what if the client says “no”?  There will be clients who say “no” to your proposal – in fact, more often than not the answer will be no.  A good capture rate is one in three or one in four.  In those circumstances, when you’ve put your heart and soul into a proposal and the client says “no”, focus on future business and let them know you understand and look forward to the next opportunity.  Don’t ever give up!

Let the client know that you remain interested in his business and that you’ll follow up regularly in anticipation of future opportunities.  This phase takes time and dedication, but
stay with it – eventually your efforts will pay off.

What steps have you taken to increase your chances of winning projects? Have you tried tips and techniques in addition to the ones mentioned in the article? Please share your experiences in the comments!
Steven Riggs is a business development professional in the A/E/C industry (architects, engineers, contractors) with thousands of industry contacts, hundreds of major presentations, high conversion rate and more than thirty years of hands-on experience in Southern California.  He is the author of more than 500 articles that have been published in trade magazines, newspapers, ezines, newsletters and blogs and he regularly speaks at industry related events.

Timing because there is a void in the marketplace for business development and
marketing services provided by architects, engineers and contractors.  After the past few years of staff reductions and budget cuts, many firms, even some of the larger ones do not have the resources to pursue clients and respond to RFP’s – let alone researching a new
market.

Timing from the perspective of “if not now, when”?  I believe strongly in relationships and paying it forward as opportunities allow.  Following individuals as they have moved within our industry has been beneficial many times in my career.  My existing database of owners, consultants and industry professionals exceeds 5,000 individuals and continues to grow.  This is not just a list of email addresses – these are people who I know, who I’ve worked with and who know me.

I’ve always said that people don’t hire companies; they hire people – who they know
and trust.  Relationships are the vehicle which will drive my new venture.  I’ve spent many years learning the nuances of networking and project pursuit and have an excellent track record of delivering new business – it is time for me to begin mentoring others on lessons learned.

My new venture, Business Development Partners www.bdpartners.net provides clients the business development and marketing they need, only when they need it! Thirty plus years of experience marketing professional services combined with the experience of my partners in advertising, social media, public relations and presentation training gives
even the smallest firm a powerful consultant ready to become their trusted marketing advisor.

This is not another out of work marketing director hanging out a shingle because he
or she cannot find a full time job.  What is different is that this is an experienced marketing professional with thousands of local business connections and several equally experienced partners, willing to help A/E/C firms build or update a business plan; connect
with that all important client; develop and execute a winning strategy to get selected for a big project, provide the training needed to venture deeper into Facebook, LinkedIn, Twitter and much more.  What can we do to help you today?  The BD Partners consulting relationship begins with a single conversation.  Firms wanting to start a conversation should contact me at 714-673-6383.

See, I can’t stop selling – it must just come naturally.  Seriously, my new business launched on September 1st, 2011 and the website is now fully functional.  I am interested in ideas, thoughts and criticism from A/E/C industry professionals.  How can I make this venture something that would appeal to you?  I’ve tried to think of the things I needed over the years that I could not get from my staff, and the times I spent all those hours trying to find a specific service – these are the things BD Partners is focused on providing – that missing connection, thought or individual with the time to respond “right now”.  If you can see a place where you or your firm can add to the services I’m offering, contact me and become a partner.  If you are a business development or marketing professional who is currently in transition, contact me about becoming an associate in the interim.  If there is a better way to accomplish my goal of filling the gap for large and small firms, please comment.

Oh, did I tell you?  I just signed my first client – my former employer to a very nice on-going contract.  They know a good deal when they see one – how about you?

Steven Riggs is a business development professional in the A/E/C industry (architects,
engineers, contractors) with thousands of industry contacts, hundreds of major presentations, high conversion rate and more than thirty years of hands-on experience in Southern California.  He is the author of hundreds of articles that have been published in trade magazines, newspapers, ezines, newsletters and blogs and regularly speaks at industry events and organization luncheons.

HISTORY

Vilfredo Pareto was an Italian economist who “discovered” this principle in 1897 when he
observed that 80 percent of the land in Italy (and every country he subsequently studied) was owned by 20 percent of the population. Pareto’s theory of predictable imbalance has since been applied to almost every aspect of modern life. Some examples include:

• 20% of the input  creates 80% of the result
• 20% of the  workers produce 80% of the result
• 20% of the  customers generate 80% of the revenue
• 20% of time  spent can generate 80% of the benefit
• 20% of the  features are used 80% of the time
• And on and on…

So with that history lesson, how does the Pareto Principle apply to our lives
today?  Simply put, learning to recognize and then focus on the right 20% will make our efforts more efficient than any other available tool.

APPLY TO LIFE AND BUSINESS

The 80/20 rule can and should be used by every intelligent person in their daily
life. It can multiply the profitability of corporations and the effectiveness of any organization or individual.  The value of the Pareto Principle for a manager is that it reminds him/her to focus on the 20 percent that matters. Of the things that occur during a typical day, only 20 percent really matter. Those 20 percent produce 80 percent of that day’s results. Identify and focus on those things. Try not to be pulled away from the
critical tasks at hand, but if that must occur, always make sure the most important 20 percent always get completed.

PRIORITIZE

Although prioritizing might sound similar to the 80/20 rule, it’s actually different.
Prioritizing comes into play after determination of the 20% of tasks that are most critical.  Selecting the critical 20% of tasks that will generate the most benefit can be confusing to some who believe everything on their to-do list is important.  Tasks such as checking email, website design, reading and write blogs, and generating new ideas, are all important but the reality is that the more time you spend on those activities; the fewer results will be seen.  Any task that involves earning revenue must be the highest priority within the most critical 20%.

FOCUS

This might seem obvious, but staying focused can be a challenge. There are so many distractions that can cause an individual to be less productive; continually evaluate the
to-do list and resist straying from the most critical items.  Stay focused on the things that will actually bring in revenue.  Prioritize your tasks and focus 80 to 90 percent of your efforts on those tasks that really matter.  When that occurs, the results will be quantifiable.

CONCLUDING THOUGHTS

Before beginning to work, understand the priorities and focus on the most critical first.  Allocate 80% to 90% of available time on the 20% of activities that really matter. If the time available is only an hour, that means 48 to 54 minutes of work on the important tasks, and 6 to 12 minutes for emails, brainstorming and other less critical jobs.

Lastly, don’t think the Pareto Principle means only do 80% of the work.  It may be true that 80% of a bridge is built in the first 20% of the time, but the rest of the bridge must be completed in order for it to work.  When seeking top quality, every task must be 100% complete.  When trying to optimize “bang for the buck”, focusing on the critical 20% is a time-saver.  Determine what activities generate the most results and give them top priority.  By having a prioritizing process and an effective way to schedule time for getting
important things done, appropriate time management will naturally lead to increased
effectiveness.

Pareto’s Principle should serve as a reminder to stay focused on investing 80 percent of available time and energy on the 20 percent of work that’s really important. It’s important
to “work hard” and “work smart” on the right things.

Did you know that 20% of your clients purchase 80% of your professional services?  Know who they are and cherish those clients.

Did you know that if you have a web site, 20% of the keywords generate 80% of the hits on the site?  Easily increase traffic to your site.

Steven Riggs is a business development professional in the A.E.C. industry (architects,
engineers, contractors) with thousands of industry contacts, hundreds of major
presentations, high conversion rate and more than thirty years of hands-on
experience in Southern California.  He is the author of more than 500 articles that have been published in trade magazines, newspapers, ezines, newsletters and blogs and he regularly speaks at industry related events.

When so many individuals are turning to the Internet to find soul mates and even a greater number of businesses to find customers, you can be sure that every day more of us are using the net to find more things – from a new pair of Ray Bans to a used or new car – even an architect or other A.E.C. professional.  When is the last time you decided to make a major purchase and did NOT do some comparison shopping on line?  If you’re business is seeking clients, you are well-advised to look online. We are hearing it more and more:  “Social media is no longer an option – personally or professionally; it is rapidly becoming a necessity.

The recent study by Opinion Research Corporation brought up some interesting
perspectives about how consumers view companies and social media. One of the
questions was whether social media users believe that companies should have a
presence in the social media environment. Over 93% of those surveyed think that
companies should have a social media presence and 92% of American’s surveyed
believe that companies should interact with consumers via social networks.

The concept is not new it is just a new way of doing business.  Getting a businesses’ message out to as many potential clients as possible has been the goal of advertising and public relations agencies for more than 50 years.  Social media is a new method to reach those clients – it is an innovative way to build buzz, establish relationships, foster communication, improve products and cultivate long-term brand awareness that clients will trust.

Using Twitter, Facebook, LinkedIn, etc, is ultimately about building relationships.
As a professional service provider, these social media platforms are available for your firm to communicate and relate to potential clients.  If you approach these outlets with sales as your end goal, your clients will notice and you will probably be ignored.  On the other hand, if your message is genuine – your firm is an expert and you are serious about your service, clients are inclined to listen, watch and read.  Try offering engaging content, helpful information, streamlined customer service or other perks beneficial to your target clients.  These actions will help develop long-term relationships with clients who are willing to refer you to others.  By keeping your message consistent, authentic and meaningful, clients will stay loyal and will express that in revenue generated over time and positive word-of-mouth promotion – this is the real return on social media!

So now that you know the value of using social media to promote your business, how do you decide whether it is the right move for you?  Why should you consider putting your business “out there”?

Invariably when the topic of social media comes up many people roll their eyes.  What if potential clients don’t like our message?  What about damage control? We need to control our message!  And on and on . . .  So what is the bottom line for firms worried about getting social media wrong?

• The train is leaving the station whether or not you are on board
• e-conversations about your firm are going to happen – whether or not you choose to participate
• Be proactive – embrace the discussion, embellish the  positive and counter the negative

Always remember that if there is any information that you find offensive or inappropriate, your clients will probably feel the same way.  If you find something that is exciting and you would share it with your family and friends, then your clients will like it as well.  Social media networks mirror how we interact in the real world.  So, mirror the real world by deciding to put your business into the social media marketplace.

If you need help designing a social media campaign or with implementing
one, please do not hesitate to contact me.

Steven Riggs is a business development professional in the A.E.C. industry
(architects, engineers, contractors) with thousands of industry contacts,
hundreds of major presentations, high conversion rate and more than thirty
years of hands-on experience in Southern California.  He is the author of more than 100 articles that have been published in trade magazines, newspapers, ezines, newsletters
and blogs.

What is LinkedIn? 

Who’s on LinkedIn?  To put it simply, everyone; full and part-time employees, contractors, freelancers and key decision-makers from any given industry or company can be found on LinkedIn.  This is a networking database and you will only get out of it what you put in.  Build your profile and work on growing your connections; participate in discussions; join groups in which you are interested; and answer questions to establish yourself as an expert.

Creating your LinkedIn profile – Strive for 100% completeness on your personal profile by adding your current position, at least two past positions, information about your education, a summary of your background and experiences, a profile photo, details about your specialties and at least three recommendations.   Build your profile to showcase your background and skills.  Highlight where you have worked and what you have accomplished.  LinkedIn enables people to connect and reconnect with you.  And if you’ve been on LinkedIn for a while, think about profile changes you can make to further demonstrate who you are and what you have to offer.  I’m a big fan of having a strong LinkedIn profile.  You can check mine at: http://www.linkedin.com/in/stevenriggs.

Develop your connections – Connections are your life blood.  Grow your list of LinkedIn connections through webmail contacts (email contacts who are already on LinkedIn), colleagues, classmates, and through networking within LinkedIn groups.  As you attend events and join groups, gather attendee lists and contact those people asking to connect – never miss an opportunity.   Your connections are what make LinkedIn work for you, so taking the time to expand your reach is time well spent.

Be proactive – Don’t set up a profile and abandon it.  Gain more visibility by adding connections; increase your rank with search engines by making your profile public and customizing your public profile’s URL to include your actual name – LinkedIn is ranked very high by search engines. 

So now you’ve created a killer profile and worked to build your connections – how do you use what you’ve built to your advantage?  Following are just a few ideas:

Stay connected with colleagues and friends – In today’s professional world, people change jobs and locations constantly. By connecting on LinkedIn, your address book will never go out of date. Your contacts update their profiles, keeping you current with their latest jobs, projects and contact information.  Reach out regularly to contacts with whom you have not communicated – stay connected!

Weekly updates – Make LinkedIn an active part of your social networking and be sure to update your profile at least on per week.  Updating refers to making a connection, requesting a recommendation, asking or answering a question, adding a blog post, or any other activity that gets you published in updates.  The trick here is to keep your brand (name) in front of the LinkedIn community and become known.  Add information that will help grow your reputation.

Link to your profile – Be sure to include your LinkedIn URL in your email signature, on your website, info tab on your Facebook page and on your blog as well as on all your printed marketing materials and your business card.

Establish your personal brand – I’ve always said that people don’t hire companies, they hire people.  Make sure those making the hiring decisions know who you are.  Have you Googled yourself recently?  Did you find yourself or did someone with the same name show up, with whom you are embarrassed to be associated?  The LinkedIn profile you spent time perfecting allows you to control your online identity.  LinkedIn profiles rise to the top of search results, letting you control the first impression people get when searching for you online.  Once you publish your fully completed LinkedIn profile, Google yourself again and a link to your profile should be very high on page one of the Google search.  How to improve your search engine optimization (SEO) will be the subject of a future post.

Request Recommendations – Endorsements are an important part of your LinkedIn profile.  Users with recommendations are three times more likely to get inquiries through LinkedIn searches.  To initiate a recommendation request, go to the Profile tab and select Recommendations.  Chose from the details provided the job for which you wish to be recommended; who you wish to recommend you; create your message and send.  Ask anyone associated with your current or a past position.  Be sure to provide some guidance on what thoughts and facts you’re requesting be presented in the recommendation.

Join groups – LinkedIn Groups offer thousands of choices from alumni and trade to professional and topics of interest.  If you can think of a topic, there is probably a group within LinkedIn for individuals interested.  Quickly discover the most popular discussions in your professional groups. You can have an active part in determining the top discussions by liking and commenting.  Follow the most influential people in your groups by checking the Top Influencers board or clicking their profile image to see all their group activity.  Becoming a member allows you access to all the other group members – connect with them! 

Follow Companies – Company Pages are a great way to research companies you’re interested in, follow them to stay updated, see what kind of people work there, and even review the products and services they use.  Following a company makes it possible for you to keep an eye on key events happening at that company, see information regarding new jobs, new hires and promotions, and even how to contact key decision makers. 

Explore career opportunities – Whether you’re looking for a new job or winning new clients, LinkedIn connects you to jobs, sales leads and potential business partners.  When looking for a job, you can use LinkedIn to look into companies of interest to you by seeing if anyone you know may know someone at the company.  It’s amazing how many times I’ve looked into a firm or agency with which my company is pursuing a project and found connections that were beneficial.  The AEC industry is a relatively small group of professionals and once you begin making connections they spread very quickly.

Link your Blog – If you’ve followed the same path as I and began a blog, LinkedIn can become another method to advertise your writing enterprise by adding your blog posts to your LinkedIn profile.  The application which shows your latest blog along with a link is a powerful method to engage your connections with material you’ve written and if they haven’t already been visiting your blog on a regular basis, your posts will make it in front of their eyes when they receive LinkedIn updates.

It is not possible to provide a complete overview of LinkedIn and its benefits within one post.  I’ll add information that may be helpful in future posts.

As Business Development professionals, we are often who others turn to when an effective presentation is necessary.  After all, we’re the ones who work to effectively communicate verbally in order to be our best in these circumstances and our piers know that.  So how can we improve our pitch – no matter what the opportunity, to better sell ourselves, our ideas and our firms?  In other words, how can we become more persuasive presenters?

Step one is to understand the difference between information and persuasion – minimize the former and maximize the latter.  I know people who are well educated about what they are selling and can explain every nuance of the product or process.  As a result, they focus on delivering good quality information because it is comfortable, and they avoid being persuasive because it can be intimidating.   So to be more persuasive, don’t get bogged down in the detail – tell a story.  Think about it, when Steve Jobs is on that big stage explaining the next great advancement in technology, he doesn’t try to explain how an iPhone works; he simply shows his audience what it can do – or better yet, what they can do with it.  Don’t just tell a client how good your firm delivers its services; show them with examples of others who have profited from hiring you.

As you prepare your presentation, think like an attorney – they only win cases when they present persuasive arguments and supporting evidence.  Deliver your message to show the client how your service will contribute to their success.  Support your statements with facts such as who else has purchased your services and how did it benefit their business.  Always present form a positive position, never try and convince a potential client “not” to do something.  Anticipate possible objections and preempt any negative discussion with positive statements before potential questions arise.

For several years I’ve had the pleasure of working with Laverne Caceres, whose firm The Professional Voice (http://www.professionalvoice.com) specializes in preparing teams who must interview with a potential client to win the work.  She is an expert in evaluating the big picture, crafting an effective presentation and coaching presenters in the subtleties required to be the most convincing.  I’ve learned a considerable amount from Laverne, and following are just a few her gems.

• Speak to your audience, not at them – do this by being passionate.  Let them know you want to be there and you know your service is the best they can choose.  Both your words and body language can express passion.
• As you speak, make eye contact and smile.  A smile indicates you are relaxed and confident – if you don’t believe in what you are saying, the potential client won’t believe you either.  Personally, I’ve found that most people, with whom I make eye contact, return my smile and they too, relax.
• Avoid negative words and phrases – more than 60% of our daily conversation includes negative words which cause confusion, interfere with retention and may send the wrong message.  Pay attention to your daily speech and work on changing the negative terms to positive statements.
• When you present, try not to stand in one place, especially behind a podium.  Don’t hold anything in your hands such as a pen or remote control for your slide presentation.  Too many speakers unconsciously use these tools to point at the audience, which can be seen as menacing.
• Now that you are moving around, smiling, with nothing in your hands, make sure your hand gestures are made with an open palm – it shows a more positive and open attitude – making you the one with which the client will be more comfortable.

Being passionate, confident and non-threatening will put you head and shoulders beyond your competition, but these positives are still not enough to win the work.  The most critical component of any presentation is to “close”.  For 30 years I’ve been told over and over to “ask for the job”.  So as you are finalizing your presentation, don’t just conclude, close!

A “conclusion” is the wrap-up of what you just presented – a “close” is the action you want the client to take.  If you want to be selected because you believe your firm is the best the client can find, tell them and ask them to hire you.  Often I see or hear of presentations where there is not a close.  I think some people don’t close because they worry the client may say “no”.  Remember, eliminating the possibility of “no” also eliminates the possibility of “yes”. 

I firmly believe that the AEC industry is a relationship based environment.  Raymond Gunn of Wingspan Partners said, “The deal is actually closed before the deal happens.  Courting and building relationships over time are the only guarantees of succeeding in closing a deal – and those relationships can take years”.  I’ve always believed that if I walk into an interview and I don’t have a relationship with at least one of the selection committee members, my team will not get the job.  So, when you make your next presentation, simple or formal, incorporate the suggestions made here.  In the mean time, spend your effort cultivating relationships with others in our industry through networking opportunities and social networking sites such as LinkedIn.  You’ll be surprised how quickly your network grows and just maybe you’ll be lucky enough to make a presentation to someone you already know.

So, even if you know who you are presenting to, and you make a passionate presentation, don’t forget to close.  Back to my earlier example, would it make sense for an attorney to complete a trial and not make a closing argument?  No!  And it doesn’t make sense for you either!  Ask for the work, it is after all, the reason for your presentation.

I’ve always been one to plan, organize, set goals and follow through – make a plan and work the plan – and over my career in the AEC industry, it has worked fairly well.  Therefore, I assumed everyone did the same.  Recently our 25 year old daughter moved back in with us (temporarily).  As the perpetual planner in our family the first thing I said to her was “OK, let’s review your goals and set a path to achieving them”.  She hesitated and after some discussion admitted to not having any goals.  I didn’t know what to say “why not” I muttered and her response was even more troubling.  “I’ve got so many things to do that I can’t stay focused; so I get frustrated and don’t do anything” she said.  “I don’t even know where to start.”  At that moment I realized that many young professionals may not have goals because as Seth stated it is easier when you don’t.  So, back to the beginning.

What is a goal?  A goal is a focal point on which we concentrate our energies to reach.  Goals are a road map to success in life.  Without them, you can lose your way. How do we reach our goals?  The following 10 steps have helped me focus and achieve my goals.  Maybe they may help you as well.

• Commitment – You have to decide what you want!  Setting goals requires you to determine what you want and when you want it.  Pick your goals carefully and be committed that you won’t forget them and will work diligently until you achieve them. 
• Priorities – Your goals should match your life, they must take into account your present situation and where you see yourself in the future – 6 months (short term); 1 year (mid term) and 5 years (long term).  Don’t be afraid to think big, but be sure to incorporate a series of small steps necessary to get from where you are now to where you want to be in order to accomplish a goal.
• Document – Write it down!  Putting your goals in writing confirms your willingness to make it come true.  A written list of goals is an effective reminder of what you need to do.  Place your list of goals in a location where you will see them daily – on your computer, on paper and taped on the back of your medicine cabinet door – it doesn’t matter as long as you see them everyday.  Make sure you have the willingness, determination and strength to achieve each goal.
• Action – Consider each goal and plan the steps required to achieve it – make them simple and achievable.  Ask yourself:  What do I know about this?   What information do I need?  Where can I get it?  What skills do I need to master?  What other resources should I use?  Is this the best way to do it, or is there another way?
• Schedule – Set goals in small increments, complete with time, dates, amount and some detail.  How long will it take to accomplish each step?  By breaking down your goals into smaller more workable units, you are more likely to achieve them.  Re-evaluate regularly.
• Partner – Seek out people who you respect and ask for their advice – (you don’t have to like someone to respect them).  Consider advice and criticism; make yourself accountable by letting others know what you expect to accomplish and when.
• Fail – No, don’t set out to fail, but don’t be crushed if you do – failure is an important part of the learning process.  Thomas Edison said “I have not failed.  I’ve just found 10,000 ways that do not work”.  Take his attitude and you’ll be just fine.
• Focus – Correct your course as necessary but always stay focused on each specific goal.  To achieve your goals you must take the first step – just be sure it is in the proper direction and you have the correct foot-ware.  One small step at a time and the process will keep you focused.
• Celebrate – When you succeed find those who have helped you and enjoy what you’ve accomplished – you are now one step closer to your goal
• Persist – Don’t ever give up!  You can modify your goals, change the schedule or the steps required to achieve them, but never, never, never give up.

In an elevator – really?  Maybe, but where ever the opportunity – be prepared!  You want to be remembered positively, not just “classified” as another architect or engineer . . .  

I was surprised the other day when I mentioned the term “elevator speech” to a young marketing professional and he had no idea to what I was referring.  So I asked my Marketing Coordinator if she could explain the term elevator speech and she also fumbled.  Not being one to give up, I went to the latest SMPS Marketing Handbook (Third Edition) and found no mention what-so-ever.  Maybe I’m getting older, but the concept of knowing exactly what to say when someone asks “what do you do?” seems pretty important.

Networking is the new buzz word for those of us who are involved in business development.  Finding others from who you may benefit, meeting them and building a relationship; is the goal of networking.  The key to meeting new connections is the elevator speech.

One of the most important things a business development person can learn is how to speak about themselves and their business to others.  An elevator speech – a quick, succinct summation of what your company does and how you help should be a fundamental skill.  The name implies that your message should last no longer than the average elevator ride – two to three minutes.  And no, you probably will never give your speech in an actual elevator – but whenever the opportunity is presented you should be prepared to capture your audience’s attention.  By telling your core message, you will be marketing yourself and your business, but in a way that causes the new contact to want to know more.

Now that we’ve established what an elevator speech is, how do we go about developing a winning one?  You know your business better than anyone.  Think about how your firm stays on the cutting edge with their approach; what sets you apart from your competitors and how your firm’s services are beneficial to clients.  Knowing your firm’s services is one thing, but how do you convey excitement and spark interest to those outside your organization?  What do you highlight and what do you leave out?  What are the winning ingredients?

First, determine your niche market – what problems do potential clients have that you might be able to solve and what is the most logical solution?  What makes your firm unique?  What short story illustrates a successful outcome that you have produced?  Preparation is critical – it is imperative to work on your two to three minute presentation until it is perfect.  Someone I spoke with recently said “you should be so comfortable with your presentation that if someone woke you up from a sound sleep and asked what you do, you would smoothly and without hesitation tell them your elevator speech”.  The old adage is “you never get a second chance to make a first impression” – so why not rehearse and be prepared to make the proper first impression?

With a little practice you can have an excellent, speech to use as a lead-in to meeting other business professionals.  But where do you use your presentation?  Well, it could literally be in an elevator if the opportunity presents, but usually it will be while you attend a group luncheon, networking event, conference or convention.  Often the first question people ask when they meet a new contact is “and, what do you do?”  Most of us answer “I’m an architect, or builder, or engineer”, to which the inquirer immediately labels you with all the typical preconceptions associated with that occupation.  Opportunity missed. 

However, if you say “I work with developers who wish to be on the cutting edge of the ‘sustainability’ movement . . .” create interest – “oh really, how do you do that?”  The door is open and you step right through.  Make sure your ‘speech’ is focused on sharing the benefits they will get from working with you rather than describing yourself as practicing a profession.  You’ll be surprised how often the contact will ask for more information.

The key to successful networking is to be remembered – positively.  You don’t want to be the one who spilled the drink tray or who’s pants split open; nor do you want to be the one who gets the response “I don’t know this person” when you send an invitation to connect on LinkedIn.  Take control – the more you give your speech, the better you will become.  Add enthusiasm and energy as you become more comfortable; make it memorable and sincere – open a window to your personality.  Pay attention to people’s reaction and modify the presentation as necessary.  Before you realize it, you will be getting more business cards and invitations to connect and stay in touch.  You will be remembered! 

“The Los Angeles Community College Board of Trustees voted Wednesday to terminate the contract of Larry Eisenberg, the head of its troubled bond-financed construction program, effective Saturday.

 The unanimous, closed-door vote of the seven-member board came days after a series of Times articles exposed widespread waste in the $5.7-billion campus rebuilding program. Eisenberg, 59, the district’s executive director of facilities planning and development, has led the construction program since 2003.

 The trustees appointed Eisenberg’s deputy, Thomas Hall, to take his place on a provisional basis, beginning Monday.”

I’ve known Larry Eisenberg for several years and I like him.  I don’t believe he did any thing illegal or unethical.  His downfall was managing a dysfunctional monster that was created because of the huge amount of “other people’s money” that poured into the District’s building program.

 Many of us in the AEC industry in Southern California have been impacted in some way by the massive rebuilding program at Los Angeles Community College District.  That program in a nutshell, began in 2001 when LACCD persuaded voters to pass a series of bond measures that raised $5.7 billion to make significant improvements to all of the nine campuses.  At the program’s height the District was spending $31 million per week.  To date, approximately half of the total dollars committed to the program has been spent and some significant improvements have been made to all of the campuses.

 The most major issue in managing the program is the complicated system that was developed to oversee spending of the bond money.  The District hired an overall management consultant and individual construction management firms for each campus.  Each of these entities has a say in what happens on “their” campus.  In addition, presidents of each campus have the ability to veto projects and change plans of approved projects, and they have been doing so regularly.  The faculty at each campus and the unions who represent them each have input on every project that is proposed.  My father used to mumble about “too many cooks in the kitchen”; and the LACCD situation was exactly that.  The philosophy seemed to be that there was plenty of money to offset any mistakes that could occur.

Last week, the LA Times began running a series of exposes on the “poor planning, frivolous spending and shoddy work” that has occurred during the first half of the District’s program.  I cannot argue that with the benefit of hindsight, some of the decisions made (or not made) over the past few years appear to be completely without reason.  On another day the Times’ article focused on nepotism, reviewing several cases where the District or its consultants hired the sons, daughters, husbands and wives of those directing the program; many times for positions in which the new employee had no training or experience.  With my experience in the District, even I was shocked by many of the revelations.

 As a manager, one benefit is that when your team does well you get to bask in the limelight and accept the congratulations.  If for any reason the team’s work goes the other direction – for what ever the reason, the manager takes the blame.  As I see it, Larry just took the bullet – for the District’s Board of Directors and the Chancellor.  Yes, Larry must take much responsibility as well.  All involved allowed the system to evolve into the unruly mess that it has become.  Now as often happens, rather than going to an outside source to step-in and correct the issues; the District has appointed Eisenberg’s Deputy to take his place.  Where do we go from here?

 I just received the renewal notice for qualification as a design-builder within LACCD’s building program.  Last year I hesitated to re-qualify due to the complication of the selection process and the low opportunity of actually being selected from the pre-qualified pool.  This year, based on where things stand today, I know I won’t attempt to re-qualify.  It’s difficult to determine the effect of Larry’s firing and the eye-opening articles written by the LA Times.  With the market improving and projects beginning to appear that have considerably less barriers-to-entry than the LACCD projects, it seems clear that many of us may choose to pass on District opportunities.  If that happens, the prices for new projects will go up and the quality could go down.  Now is the time for the District to proactively react and encourage architects, engineers and contractors about the system and the attractiveness of the District’s upcoming projects.

I group these events into three categories:  “everyone”; “someone” and “no one”.

An “everyone” event is when you enter the room and you know everyone in attendance.  My goal in these instances is to talk with everyone in the room.  Be the master of ceremonies; introduce people who don’t know each other, making a special point with people who may be of benefit to each other.  Help others; you’ll be surprised how often it comes back.

Most of the events I attend are “someone” gatherings where I know a few people in the room, but not everyone.  Here the emphasis is to talk with those you do know and ask for introductions to who they know that you do not.  Once you’ve built some rapport with a new contact ask them for an introduction – and do the same for them.

The “no one” gathering is the most difficult – you walk in and realize you don’t know anyone in the room; now what?  Look for a loaner; someone standing alone, possibly gripping their glass so tight that their knuckles are white – you know the type.  Introduce yourself – they don’t want to be alone either.  Once you’ve begun to build some rapport, find another loaner and the two of you approach them.  Before long you will be in the middle of a large group of people and others in the room will be coming to you.

If you know in advance that you’ll be attending a “no one” event, take a partner – someone who you can promote and who can promote you.  It’s always good to have a fall-back, just make sure you don’t spend the entire evening chatting with your partner.

Once you’ve decided to attend a networking event, do your homework.   Find out about the group promoting the event; who’s attending, are there special guests, and is there a common theme or interest among attendees?  If you don’t already know, a little research on the internet will give you all you need.   Planning also helps you be ready for the small talk necessary during the event.  Arrive prepared – take plenty of business cards and a good pen.  Set measurable goals:  meet three new contacts; get 10 new business cards; learn something interesting about the people you meet.

Once you’re in the room, make sure you place your name tag on your right lapel, in a direct line above your out stretched arm as you shake hands – that is where it is the most noticeable.  Read other people’s name tags and use their names.  If you meet someone you recognize, reintroduce yourself – if you’ve forgotten their name, chances are they’ve forgotten yours.  When you first meet someone they are a contact.  As you establish rapport, the contact becomes a connection.  Networking is the cement that solidifies our connections and turns them into relationships.

Try not to get stuck in one place or with one group of people.  Remember to circulate – to end a conversation use a phrase such as “nice to see you again” or “hope to see you at the next event”, then move on.  Move approximately one quarter of the way around the room and approach a new group.  Don’t interrupt, stand on the periphery and wait to be acknowledged, then step-in.  If you do this a half dozen times over an hour and a half, you will have successfully worked the room.  Now you’ve got fifteen new cards and a few good stories – what are you going to do with your results?

Here’s a simple trick I learned from my friend Hank Blank – each time you are given a card, write something on it you learned from your conversation; it can be anything of interest about the person or their business.  Don’t save the cards in a giant book in alphabetical order; rather save them in a group marked with the name and date of the event.  Later if you contact them mention the event and date, also bring up the item you wrote on the card.  “How did your daughter do in her soccer tournament?” Or “Did your firm win the contract with McDonalds?  It will make a great impression and show that you cared about meeting that person.  Stand out from all the other connections people make every day.

Networking will benefit you immeasurably over time and as you get better, it’s really a fun activity.  When you attend an event, have fun – most of us are attracted to people who enjoy themselves.  It is much less daunting if you are relaxed – so go have a good time!