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The Biggest A/E Marketing Mistake

One of the biggest mistakes in A/E marketing is to not put enough focus into securing referrals from clients – or to make it an afterthought once a project is complete.

Getting referrals from clients should be a primary goal of every A/E marketer. These referrals are important for updating the references in your proposals, but they bring other benefits as well.

Helpful Tips

  • Share referrals with your principal. Keep him/her informed about clients’ opinions of your firm’s performance.
  • Share referrals with your firm’s project teams. Let them know that their work is appreciated and that clients want to work with them again.
  • Share referrals with the rest of your firm. PSMJ knows of some offices that display “trophy cases” in their front lobby, for all to see.
  • Share referrals with existing clients, in preparing to ask them for a referral. This will show off that other clients were happy with your firm’s work, and will provide your existing client with good examples for referral letters.

More Marketing

This article was first published in the A/E Marketing Journal, a publication of PSMJ Resources, Inc.

AIA Members: Save $100 on a one-year subscription to the Professional Services Management Journal. Use promo code AIAINTRO at checkout.


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