Up-and-coming project managers are often frustrated by how hard
it is to “win work.” That’s because, trying to “win work” starts well
before the job is won...and it is often a lot easier said than done. If
you don’t know where to begin, try these things:
Above all, take action. Fail fast, frequently, and affordably to
maximize learning. Starting a new process is hard and takes extra time
and effort; but in time, winning more work will be far easier, more
rewarding, and productive. For more vital information on how to win work
now register for PSMJ’s Win Work Now: Three 1-Day Business Development Programs.This
fall, PSMJ is providing 5 locations all across North America and Canada
to give your whole firm the tools and confidence you need to succeed in
bringing in more work for the firm. Register today!
• Identify a class of problems that you are passionate about.
Focus your attention on the types of clients and industries that have
this problem, want to solve it, can afford the solution, and you enjoy
working with. Don’t overlook internal clients and sub-contractors.
• Precisely target your desired clients.
Putting your rationale in writing is a great way to test and refine
your thinking. It also facilitates sharing for discussion. Then design
your tactical plans. If you choose a trade association as a place to
meet clients, consider how you would like to be perceived at your first
meeting: as a vendor, supporter, or expert. Bring a clear message and
image that contacts will pass on to others. Technical credentials and
reputation can help initiate or accelerate contacts. Consider technical
presentations or service on subcommittees as reputation enhancers. Be
careful about aligning yourself with organizations that may be perceived
negatively or as activist by your clientele.
• Learn everything you can about your targets.
Google alerts, journals, and associations can help you meet the movers
and shakers. Get to know them as real people. Learn their businesses
inside and out, not just their strengths, weaknesses, threats, and
opportunities but the details of how they do what they do on a daily
basis. Seek to discover client values and beliefs that you share so you
can anticipate their needs before they know they need it.
• Conduct every client encounter as an experiment.
Consciously consider how you might carry out several of the
possibilities on your list. Test ideas and tactics, but never risk more
than you are willing to lose. Use experimentation as a source of
originality to spark client interest while being genuine. Never confuse
yourself or potential clients about who you are. Engage clients in
serious dialog not only for market research, but also to develop a
genuine personal relationship.
• Analyze what you are you doing.
Set up points in the process to debrief, reflect, and ideally obtain
feedback from others. “How is this working?” “What are the results?” “Do
your interests align with your firm’s culture?” Tease out elements that
work differently from others and try to figure out why. Build on
knowledge gained in earlier iterations. Embrace failure as an acceptable
outcome. Failure should not only be acceptable, it may, to some extent,
be the preferred outcome - at least for many of your initial
possibilities.