Growing your business in the current economic climate could be seen as challenging, but the truth is that if you work on what’s important, you should still be able to generate a steady flow of work.
At Super Structures Associates, we invest a considerable amount of time and effort behind the scenes to make sure our team have enough projects to keep them busy. I can’t fit everything we do into one article, but here are five key areas we focus on, which will be useful for architects, builders, and, in fact, most businesses that provide a service.
If you take on board some of these recommendations, you can start to prevent business headaches such as struggling to find new clients, getting stuck working on repetitive, low-level projects, or taking on projects that aren’t a good fit, simply to pay the bills.
Five proven strategies for business growth
1. Get clear on the type of work you want to do
When you have clarity on the types of projects you’d like to do more of, it’s much easier to win that work. If you’ve already done similar projects, make sure you have those as case studies on your website. Talk about those projects on social media, and when you’re networking or chatting to people who work with your ideal clients. It won’t mean you never have to take on the less interesting “bread and butter” work, but it makes it more likely you’ll get recommended for those ideal projects that stretch you and give you more scope for creativity.
2. Appeal to your clients as well as your peers
We’ve all seen an architect’s or engineer’s website that’s clearly designed to impress other architects or engineers, rather than to pitch their services to potential clients. But you need to put yourself in your clients’ shoes, and work on your marketing from the point of view of your clients and your referral partners. Potential clients may not always fully understand what you do, so it makes sense to educate them.
Speak at local events, write blog articles, and appear as a podcast guest on relevant shows, so that (a) You get your name out there and build your reputation, and (b) Your ideal clients get to hear more about the benefits of working with an architect and structural engineering practice.
3. Build your referral network
Connecting with people who can send work your way makes sense, and hopefully you’re already doing this, but are you deliberately seeking out the right people? Building a strong network can happen organically, via your clients and contacts, but it also makes sense to approach specific individuals in a more targeted manner. They may not become referrers immediately, but if, over time, they see you doing good work, for example via your LinkedIn profile, they may naturally start to send potential clients your way.
4. Nurture your referral network
It’s not enough just to know people. You need to stay in touch, let them know what you’re working on, and even ask for referrals. Email happy clients to ask them if they know anyone who needs your services. Let your industry contacts know what kinds of projects you’re looking for. And call or drop in on people you know well. It’s amazing how many people will suddenly remember to recommend you after you’ve had a quick chat with them.
5. Develop your niche
The more commoditised something is, the less you can influence how much you charge for it. People will often compare prices, and the temptation can be to opt for a lower-priced option. However, as you do more unique, niche work, it’s harder for people to compare on price. When you wow potential clients with the specific skills and expertise that you bring to the table, you can command higher prices and take on more profitable work. For example, at Super Structures Associates, we’re well known for devising creative solutions to complex structural problems, and there is less competition for this more challenging work.
Finally, I can’t finish here without mentioning one last key to success: always follow up. You never know why a potential client hasn’t come back to you, and a call or email at the right time could result in you winning the work. Following up is a critical part of your business, so create a system and make sure every enquiry receives follow-up communications from you.
Meanwhile, if you need any assistance with the structural elements of an upcoming project, please do get in touch.
