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ACQUIRING LEADS

"BUSINESSES EXIST TO CREATE CUSTOMERS"

Peter Drucker

Acquiring clients in the architectural profession has never been easy. Today, the process of finding your clients may be harder than ever before. 

Let's face it, we all get hit with analysis paralysis when we think about where we can find new clients. Luckily, this process can be simplified and automated - the beauty of the digital world! 

This entire process is known as marketing and contains all the pieces that comprise the acquisition of a customer: advertising, promotion, publicity, public relations, and sales. Closing the sale is known as CONVERTING and is the next stage of the process.

Marketing was explained very simply by Allen Dib in his book The 1-Page Marketing Plan. He notes that if we were running a circus and we put out a sandwich sign stating the circus was coming to town, that would be advertising. If we ran an elephant through town, that would be promotion. If the elephant trampled a flowerbed and the paper wrote a story about it, that would be publicity, and if the mayor laughed about it, that would be public relations. Finally, if this activity brought people to the circus, that is sales.

So, you can see that there is a lot of work involved in acquiring a new customer for your business. When you develop a strategy that ties all of these things together that is marketing. This means you need to have a clear vision of what your business does, who you serve, where you serve them, and most importantly, why you do all of this anyway.

There are a lot of choices that need to be made and significant thought put into many of those decisions. Only by clearly defining each piece for your business will you stand a chance against analysis paralysis when it comes to looking for new clients. 

The benefit is that when you know the who, what, where, and why then finding, qualifying, and converting clients becomes easy.