How Well Prepared Are You To Keep Up With Your Firm’s Business Development Goals?
Firms are expecting project managers, associates, and principals of every discipline to help in the process of bringing in new business and capturing repeat business. This reflects today’s emphasis on the “seller-doer”. Yet, how effective are the “doers” at being “sellers”? What does it take to send the doers into the uncomfortable world of sellers? Are doers armed with the right tools, attitude, and approaches that maximize their time and energy?
It takes some new skills and real effort to step up to the task of being both doer and seller. And it can happen in every interaction! Every time a doer speaks with a client, prospect, decision-maker or stakeholder, the opportunity leaps out to make the impression that counts, to spark interest in your firm’s services and expertise. The doer, while in conversation, subtly becomes a seller. A subtle seller is a comfortable role as it is really an ambassador. An ambassador represents the firm reliably and smoothly.
To move from doer into the seller and ambassador role, here are three key things to know:
1. Become familiar with the projects and pro bono activities the other departments/disciplines in your firm are doing – especially the projects that won recent awards, are high profile, or have owners who are distinguished in the community. Be aware of a few simple facts about each project, such as who is the project manager, size (dollars or square feet), the special or distinctive features your firm contributed to its success, why it is important to that community or organization. When you can entice others with information on skills and services in areas beyond your own expertise, you are engaging in “cross-selling” – and the value of your conversation has doubled!
2. Shift your talking style from doer to seller. When asked what you or your firm are working on, resist the temptation to tell all you can think of. Keep your reply to 2-3 sentences – and have a public relations approach. Focus on what is a feature of a certain project, a highlight of your process, a comment the owner or end-user shared with you or the team that was motivating. The doers want to talk about all the things they are doing. The sellers, however, want to both ignite interest and learn where opportunities may be hiding. So, after a succinct and very interesting description of what you are working on, turn the conversation around and get the other person talking about their plans, ideas, vision, etc.
3. Get that “ambassador” attitude – the ultra-positive mindset that you bring into every networking event, meeting, conversation, wherever you are meeting clients or prospects. This attitude is the one that makes people want to do business with you and your firm; that reinforces your ability to see potential in every challenge. No matter how you really feel, when you are an ambassador for your firm as well as for your own skills, your verbal and non-verbal messages are carefully intertwined to portray that you love your work, your firm, your life! People want to do business with positive people.
In this economic climate that seems to be hanging on, the doer-seller dual role continues to be even more popular in every firm. When you add a few simple, new techniques to your daily conversations and meetings, it is easier for you to help your firm work towards its business development goals.
