“We don’t really need marketing, we grow our business through referrals.”
If I’ve heard that statement once, I’ve heard it a thousand times in the AEC space, and although it’s partially true, you cannot strategically grow a business through relationship referrals alone.
Why? Well because you can’t control how many times you get referred, as it’s strictly a ‘luck’ based method for uncovering new leads.
The number of times you can be referred is limited by the number of times one of your relationships stumbles upon an opportunity that fits your skill set—and this is what I call the Relationship Myth.
It’s a myth in that you can’t only use your relationships to grow your business, but you can integrate your relationships into your overall business development effort by turning them into brand advocates for your company. Essentially evangelists that carry your message to the market on your behalf.
“In order to do this successfully though, you must first have a cohesive
message which is easy for them to grasp, and deliver.”
The best way to create a cohesive messaging platform is to stop talking about the ‘What’ in your business, and start focusing on the ‘Why’.
In every situation (that isn’t a lowest-bidder scenario), you are hired for the ‘Why’, not the ‘What’, so you must understand how to articulate the ‘Why’. If you do this successfully it will become the fuel to drive your business development engine.
So, do you know the ‘Why’ in your business?Another way to look at the ‘Why’ is to think of it as the unique benefit you provide as a company—the collective sum of everything you do well as a business. It’s ultimately the reason people hire you over your competition.
INDUSTRI has defined the ‘Why’ for the following AEC clients and we’d like to help you do the same for your company.