Escaping the Niche

Severn, Shawn R. T.; Severn, Corinne G.; ,

Escaping the Niche

by Shawn R. T. Severn, Associate; RZA AGRA, Inc., Seattle, Wash.,
Corinne G. Severn, Biologist and Marketing Manager; EVS Environmental Consultants, Seattle, Wash.,

Serial Information: Civil Engineering—ASCE, 1994, Vol. 64, Issue 10, Pg. 67-68

Document Type: Feature article

Abstract:

In today's business climate of increasing competition and shrinking markets, your company must get the most out of its marketing energy and budget. Finding new clients is important. Finding new ways to service current clients can be an equally, if not more, important and efficient way to increase your company's business. A client-specific, information-based seminar that capitalizes on well-formed and comfortable relationships can help your company achieve this goal. You must first convince your client that such a seminar would be beneficial. The person on your staff already working with the client can introduce the idea. Once an opportunity is identified, the staff member and a senior member of the marketing team should set up an informal meeting with the client. Once a client agrees to a presentation, it's time to assemble the presentation team. Select those staff members who show leadership, the ability to work on a team, technical knowledge, and most important, a desire to see the initiative succeed. In addition the team needs sound marketing insight; project management, technical and business management expertise; knowledge of client need; the ability to coordinate materials; and production skills. A well-planned and -executed client-specific seminar provides an excellent marketing opportunity. Without proper planning, practice and follow-up, however, it can be a wasted effort.

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