Off the Radar

Dear Doctor,

I’m an architect with a strong professional network, including over 500+ connections on LinkedIn. I’m also a member of the AIA. But my network is predominately made up of other design professionals and colleagues in the AEC industry. I feel like it’s a new year, and I need to do something different. I’d like to broaden my reach and meet new people. And I was just promoted to associate, so I need to be able to bring new business into the firm. Can you suggest some ways that I can develop a presence beyond my immediate circle of colleagues and get to potential clients? 

Signed,

Off the Radar

 

Well, Off the Radar, you are certainly asking all the right questions. And you’re in luck, because the Doctor has answers. But, I have to admit, your timing may be off by just a teeny weeny bit, because it’s been a brutally cold winter – at least for those of us who live in the Northeast – and who wants to be running around proverbially knocking on doors to meet people in this cold? However, don’t you worry, because the Doctor has some ideas! And you don’t always have to brave subzero temperatures to make important connections.

Let’s start with LinkedIn. It’s great to have so many connections. But have you tried to take advantage of the people you know? I mean that in the best possible sense! For example, you may find that one of your LinkedIn connections knows someone who you want to meet. Maybe he or she can make an online introduction for you. Or, even better, you can all get together for coffee. Just make sure that you dress warm and wear plenty of warm clothes when you go out. (I know, I know, I’m not THAT kind of doctor, but I still care about you).

Another way to build your influence is to start a conversation about a topic on LinkedIn. If you don’t want to dip your toe in such deep water, at least you can start to post updates on LinkedIn on a regular basis. It’s good to show your network that you’re alive and kicking!

As for meeting new people, well it just means that you need to change up your surroundings and the company you keep. Other architects are great, but you can’t just hang around the same people all the time because, ya know, that just gets BOR-ING. And if you want to meet potential clients, then you need to start stalking professional events where you know those folks might be (ok, I’m not advocating the creepy kind of stalking, of course, just saying that you need to put yourself in the company of people who you want to do business with). When you go to events, make sure you get there early and actually talk to people. The great news about networking events is that…just like you, people are there to network! Imagine that! Even better, if you find an organization that you like, get involved in a committee or seek out a board position. You can attend as many breakfast meetings as you like, but there is no substitute for digging in your heels, really getting involved in an organization and forging strong relationships that really matter.

Remember, too, that you can meet potential clients anywhere. Get involved in a charity or do some pro bono work for a local community group. You never know where your next client may turn up. And you’ll feel gratified by helping others – a double win!

You could also consider writing some articles about your expertise. Many trade journals and other publications are always looking for good content. This can be a great way to start building up your visibility in front of potential clients. And, even better, you don’t have to go out in this freezing weather to do it!

However you decide to begin, Off the Radar, stay warm and try not to get “cold feet”…and remember to have fun!