M id A tlantic Real Estate Journal — 2020 Forecast — January 31 - February 13, 2020 — 11C M arketing
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ow to structure a Busi- ness Development ef- fort that identifies with By Constantine Siversky, Emtec Consulting Engineers Marketplace Strategy / Brand Ambassador / Business Development H end the individual takes on a role that can also be called the brand ambassador.
and social outings with clients and prospects. By maintaining this schedule and approach it allows the individual to also maintain contact with a firm’s best clients. It is the reason I’m able to stay in touch with and maintain relationships with so many people in our industry. Many firms generate a large portion of their business from a select group of clients, often referred to as the 20 / 80 rule, so it is most important to both service these clients properly but also to engage them so- cially, so the relationship is continually fostered. To this
allow interaction with your peers and clients. It’s seems simple but to make them valu- able one must become involved and as such over doing them becomes self-defeating. These thoughts reflect the geographic area of influence. A firm with a national brand and scope of services should engage a broader audience but measure the response against opportuni- ties. Firms with defined local market should focus locally. To be successful the process needs to be accountable, to this end a monthly recap on calls made, meetings held and follow
up actions should be reviewed with the goal of keeping the effort focused and real. Addi- tionally, targeting the specific projects and companies best suited to the firm’s skill set is a requirement in which the key players in an organizationmust be involved. This effort is best suited to support a firm’s owner’s and principals who are most re- sponsible for doing the work thus the doer seller. These people within a firm who have the greatest stake in the firm’s success should be supported. continued on page 16C
the strategy that supports a firms mar- keting brand- ing and sales efforts. Much is dis- cussed about business de- v e l o pm e n t how it relates
Regarding industry trade events, of which there are many, it is most important to identify those that serve the purpose of supporting the firm’s brand and its presence within the marketplace. Identifying those that fit best with the company’s culture project work and strategic planning are to be engaged and supported but not to lose oneself in the at- tendance of too many of these events. They do serve a brand- ing purpose additionally they
Constantine Siversky
to increasing sales for a firm and various methods utilized to assist the process. I’ll share some thoughts from the experi- ences I’ve had with the firms I’ve been involved with and hope it sheds some light on the process. Marketplace Strategy / Busi- ness Development should be considered together to develop relationships and support the firm’s brand to create opportu- nities for new business along with increasing business with existing clients. All of us who have been involved with BD have relationships, how we develop, cultivate and manage them determines our success. By acting in a professional manner and consciously sup- porting the brand a person can introduce the firm’s services ask for business and support sales. A successful firm has a well-defined brand in the mar- ketplace by understanding that image and realizing its position in the marketplace we can help in developing opportunities. As an individual I have found using a client prospect database to help organize contacts and create a routine of staying in touch has been a key to some of my successes. This allows me the opportunity to ask for new business when involved with conversations that are both business and socially re- lated. Using the database also allowed me to add new contacts that are met researched and called on, then create a contact history to identify individuals and projects that are to be pur- sued. I have found that making about 30 calls a day at least 3 days a week a good routine for follow up and staying in touch, I’ve also found this is where the real opportunities come from. Making introductory / cold calls add another 10 per day to qualify the contacts. The remaining two days of the week are used to schedule face to face meetings, lunches, drinks /din- ners various industry events
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