Publishing an article with a client strengthens relationships, enhances visibility, and fosters long-term collaboration while showcasing project success.
Client relations are critical to solidifying business relationships, which are hopefully converted to future projects. One frequently overlooked aspect of client development is pursuing publication of an article. Whether celebrating a successful assignment, detailing an innovative design, or highlighting cost or time savings, having an article written in concert with a client is not merely a business development home run – it’s a grand slam.
Full disclosure, there are numerous reasons being published is valuable, from positioning as a thought leader/industry expert to brand recognition to describing for all readers the competitive advantages brought to an assignment. However, for this exercise, the focus is the underrated benefits of interacting with a current client.
Just the initial “ask” about publishing an article sends a client multiple positive signals. First, it indicates satisfaction and caring about an achievement accomplished in partnership with them. Second, by investigating where an article can be published, plotting the strategic pitch, and facilitating this ancillary work for the client’s benefit, it is a step competitors are not offering. Finally, the client can’t help but notice the industry connections required to secure an article’s publication.
Engaging with a client for an article provides increased facetime, bolstering interaction, and does so in a significantly less stressful arena than the typical day-to-day challenges of a project. This interaction is easier. It is free-flowing. There are no budget or schedule concerns. Stripped down to the core, it is two people working together to celebrate a common triumph. It is also where uncommon bonds can be formed. Bonds that last.
Another important factor is that at virtually all AEC firms, the heavy lifting for articles is handled by marketing or corporate communications staff. These departments not only have the resources available to ghostwrite these articles on behalf of technical professionals, but they are always eager to do so.
For example, let’s say one of the firm’s projects was acknowledged by an industry association for an award. The marketing staff should contact the project manager and encourage them to ask the client about developing an article. If the client approves, the marketing staff then reviews the project files, interviews the project manager, and conducts market research to uncover nuances of the project and what mattered most to the key stakeholders. In less than a week, an article should be drafted, reviewed, and a final version sent to the client for final consent with a detailed explanation of where the article would be pitched for publication. My experience is that almost immediately, the client will respond with well wishes for getting the article published, and gratitude for the effort.
An effort that will continue to reap rewards. Aside from the clear positive outcomes of free advertising of a successful project, it is crucial to encourage the client to share and proliferate the article on its website and social media channels. In doing so, a current client is demonstrating, in fact trumpeting to others, the team’s triumph – theirs and yours.
Andrew Cushman is director of business development and proposals at Urban Engineers. Contact him at acushman@urbanengineers.com.