What does it mean to position your A/E/C firm? Is it a noun, or a verb? PSM.show, the podcast for A/E/C marketers, host David Lecours and I had a conversation on the importance of positioning, along with a couple of examples of firm positioning statements. Take a listen and see what we had to say.
I wrote #MyManifesto in a quick burst of writing last summer. It speaks to me now just as it did then; authentic, aspirational and uniquely mine. A good place to start the new year.
While it is intensely personal, there is some insight that you could apply to your firm and how you work with clients. If there are parts of this manifesto that speak to you, keep it close and make it your own.
Don’t waste time. Refrain from working with clients who aren’t curious, or courageous. Doing so wastes our time, our money, and keeps us from working with clients who are ready.
I’ve come to the realization that most service-based business professionals don’t respect their clients. It could even be said that you hold contempt for the very clients on whom you depend on for financial success and economic well-being. That’s disturbing to consider, but I think it’s true.
How do I know you’ve lost respect for clients? Because you don’t tell them how your work benefits them. Furthermore, you’re willing to work on projects that are just outside your best skill set all because you fail to stand on solid positioning.
Why did you get into business? Without knowing you what you do, I’d guess that you like to solve problems. Very specific problems for very specific customers. You solve these problems not only because you like to, but you do it to earn an income. This is where many service-based businesses fall short of performance expectations. Because the fewer client problems you solve, the less profitable you are, and the more dissatisfied you become. Want to solve more problems, and earn more income? You need to be properly positioned in the marketplace.
It’s the month of lists. Notes on the desk, stickies on the computer screen, and reminders set on the phone. Today is the day to get them sorted out.
We all make lists and we usually end up setting most of them aside because we get inundated with the day-to-day tasks of running our business, so they seem as though they just aren’t a priority anymore. But they are.
I don’t have a lot of musical talent. In fact, I can’t play any instrument at all, short of Chopsticks on the piano. Standing on a stage and performing a piece of music is the last place you’ll find me, and it may be a long shot for you, too. The spotlight is a stressful place even when we’re just talking about what we do. But you need to get comfortable talking about the work you do and what you’ve accomplished. You need to “toot your own horn” regularly.