Building Your Client Base

A good engineering firm can never be happy with just the clients they already have.  They must constantly be looking to increase and diversify their client base by increasing their company’s visibility and reputation.  But some firms either don’t understand how or don’t take the necessary steps to take advantage of the tools available to them.  The art of cold calling is all but dead.  I never did like this approach because it is very inefficient and ineffective.  It requires a lot of time and produces little results.  The key to growth is networking.  Don’t be scared, its not as hard as it sounds.

The first place to start networking is at your job.  Think about all the disciplines that are involved in any project.  The list includes, but is not limited to, the architect, structural, mechanical, electrical and civil engineers, contractors and sub contractors, and even the realtors that sell or lease out the building after completion.  Each one is equally important (sorry architects) to you successfully networking.  They all have clients that you don’t and are key to increasing your company’s visibility.  Most clients that I have landed over the years have come by one of these individuals recommending me to their clients.  Whenever you go to a design or construction team meeting, make sure you introduce yourself to everyone there even if you don’t deal directly with their discipline.  Make sure you give each one your business card, and it never hurts to give them a few extra (cards are cheap). And don’t be afraid to ask them for referrals.  Ensure them you will do the same for them.

The next place to network is in community organizations.  At the very least, join the Chamber of Commerce in all the places you currently do business or hope to in the future.  Don’t stop there, join organizations like the Lions, Rotary, etc that are geared toward working with the community.  These are the places where you’ll get direct contact with possible clients.  But don’t just be a member, get involved.  Volunteer for committees and offer to help with as many events as you can.  Become one of the “superstars”.  This will ensure you maximum visibility and you’ll become one of people everyone wants know.

The last place I will talk about is use of the internet and social networking.  First, make sure you have a web site (if you don’t your not in the game).  Make sure that your site clearly defines who you are and what your goals are.  Fill the site with examples of projects you’ve been involved in and ask clients to give you recommendations that you can add.  If you’ve done your job right, most will be more than happy to oblige.  Next make sure that all executives and managers are on Linkedin, the social network for professionals.  These profiles must remain professional and include as many recommendations as you can get.  Join as many groups in Linkedin as you can that relate to your industry to ensure maximum exposure.  Make sure to place links to all the profiles on your company web site.  Also, encourage your people to create blogs and discuss various aspects of the industry that they can become the “expert” in and place links to those sites as well.  And finally, learn to use Tweeter to effectively guide as much traffic to your website as possible.  Twitter is an effective way to increase you visibility.

These are just a few suggestions on how to increase your company’s visibility and reputation.  Now get busy and get involved.