10
OPINION
By moving beyond outdated tools, we can foster more meaningful connections, better demonstrate our capabilities, and evolve with the needs of our clients. It’s time to let this marketing relic die
I n the dynamic realm of the architecture, engineering, and construction industry, marketing strategies are pivotal for securing client trust and business sustainability. However, traditional methods such as the one-pager are rapidly losing their effectiveness. The one- pager, once a staple in marketing toolkits, now represents an outdated approach that can potentially limit a firm’s market perception and success.
Val Brennan
THE SERVICE-FIRST CONUNDRUM. For decades, one-pagers have been the go-to marketing material, typically leading with a detailed list of services. This method, while straightforward, inherently restricts a firm’s narrative to a narrow scope. Clients, especially in the AEC sector, look for partners, not just service providers. When we lead with services, we risk being pigeonholed, recognized only for specific capabilities rather than as a comprehensive solution provider. This not only diminishes our appeal but also caps our potential engagements. A CRUTCH FOR THE SALES-AVERSE. Sales is an art, particularly in technical fields where the nuances of services are complex and varied. The
reliance on one-pagers has inadvertently become a security blanket for those uncomfortable with direct selling. This trend is counterproductive. While a one-pager can neatly summarize a service, it cannot replace the human element crucial in sales – empathy, adaptability, and the ability to engage. By over-relying on these documents, we prevent our staff from fully developing these essential skills, ultimately impacting our firm’s ability to connect and resonate with potential clients. MISALIGNED MEETING APPROACHES. The most strategic error with one-pagers is their tendency to dictate the flow of client meetings. Successful client interactions are not about inundating prospects with
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THE ZWEIG LETTER SEPTEMBER 9, 2024, ISSUE 1552
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