How Designers Win Work

QUT have been kind enough to invite me back to the architecture masters professional practice stream, this last time on the topic of ‘Landing the Job’.

We generated enough material I felt it deserved a post.

As a new-ish Director of an architectural practice- thinking about marketing, branding, business development and winning work has pretty much consumed my every waking moment at the present, so the topic is particularly relevant right now. I won’t pretend I’m thriving at it but I am paying attention.

So in a phrase, this is what I’ve learned, gathered, been told and are trying to do:

Winning work is equal parts Good Strategy, and Good Luck.

Yes, Winning work (or a job for that matter) as an designer is a balance of deliberate conscious strategic actions on one hand and natural chaotic organic opportunity on the other. The good news is, in the words of legendary golfer Gary Player “The more I practice, the luckier I get.’

To expand:

Part A- The Deliberate

There are any number of quite deliberate mechanical things that you can and should do to connect with your potential clients. Some of this will be trial and error:

1. The very first thing- Learn your craft. The difference between a salesman and a professional is that a professional has to personally deliver on their promises. In my case the function of an architect is to Design, Detail and Deliver a building. You can’t short-cut credibility, it has to be earned and it takes time. You don’t have to be awesome at everything but you have to know exactly what it is you are awesome at.

2. Build a reputation. Over time the relationships and projects you build will generate a reputation for you, and you should be very deliberate and protective of that- you are your brand. But social media is also a very powerful vehicle and it is worth using it to build a searchable professional persona. As long as this is consistent with your actual activities, skills and accomplishments it can be a great tool to articulate the values and beliefs about your work. Complementing your ‘real’ relationships, it can reinforce a strong consistent narrative that potential clients can connect with.

3. Find good partners. Being realistic, no-one has everything it takes to be a success on our own. Finding good partners in business, and in life, to round out your skills and collaborate on facing the world is a huge determinant of your reach. Within the same general category, you’d like to surround yourself with people that push you- mentors, patrons, and also deputies that believe in you and your purpose. This doesn’t happen overnight but be looking for it.

4. Focus on the work you really want to do. At some point you will need to narrow your focus to target a specific category of work. You’ll have to consider- what work you enjoy, what you’re good at, what you have the best chance of winning and ideally what you can get paid reasonably for. It would be great if all of those pointed to one clear path (you can’t always get all four!) That doesn’t preclude unexpected opportunities but one concerted strategy at a time is usually best. Working backward from the work, leads you to the kind of clients you might pursue.

5. Join organisations. Joining almost any kind of community organisation will help you practice leadership skills in a low risk environment. It has the additional benefit of putting you in front of people that may eventually lead to a job. Joining industry specific organisations is often a targeted way to meet clients and learn the trends in that sector. If there isn't one, consider creating one. Either way, put yourself in a position to meet new and interesting people.

6. Learn your client’s business. This is the big one. Do the research, go to industry conferences, learn the language, learn the pressures, issues and concerns your clients face. Understand their business model and how they make money. Understand trends within their industry. The better you can demonstrate that you understand their concerns the more confidence they can feel in your service, and the better you can offer solutions to meet those pressures. This is quite specialist knowledge and takes an investment of time to collect and develop designs to address then, which is why different practices evolve very distinct cultures to serve those different client types.

7. Learn the players. This is the most mechanical part. Go to the trouble of researching as many of your potential customers as you can, what kind of organisation they are and whom the gatekeepers are. Lots of client's don't know even you exist but you should know they exist. This also includes getting a feel for the other competitor practices that serve that market. This takes time and some detective work. Social media can be quite helpful.

8. Don’t be shy about asking. No-one will know you’re looking for work unless you ask…so ask. Ask your known clients if they need help with anything. Use your network- ask your friends, colleagues and consultants for the names of clients they think you might be a good fit to do work for. Creatives are often great networkers but terrible at getting to the point. The fact is that everyone else is in business too and they will understand the motivation behind your request. When asked, most people will try to do what they reasonably can to help you.

9. Follow up. It’s very rare that any new lead signs up the day you make contact. All the ingredients have to be in place. They have to know what you’re offering, be in the market for what you’re offering and actually ready to take up your offering right now. None of that is going to happen in one go. The discipline of keeping in regular (but not annoyingly regular) contact with potential clients is critical to turning a conversation into a project and ideally into regular repeat projects.

10. Get out of the office. Clients very rarely walk in the door, or cold call to offer you a job. While you have to spend enough time in the office to actually deliver the work (and that’s usually our ‘safe space), it’s also true you will have to get out of the office and go to the places where clients gather to find them, meet them and talk to them- which leads us neatly to the next section…

Part B The Organic

While all those deliberate actions will get you to the threshold, there is simply a certain amount of chaos theory that happens in sealing the deal. After you’ve done all the hard work the remainder is largely a matter of personal dynamics:

11. Be Likeable. I think the most undervalued attribute in business is the power of simply being likeable. In other words, being open, friendly, endearing and relateable. The ability to build trust and rapport with a person quickly. Being someone your client would like to invest a year of their life with. It’s also true that you need to be talented, competent and reliable but in most cases that’s already assumed by the circumstances. People have to like you, trust you and believe in you before they will believe what you have to say. Happily this quality is not limited just to extroverts- you can be your own style of likeable.

12. Be Interesting. Or in other words- don’t be narrow and boring. Designers work in a genuinely interesting and varied field. So do what comes naturally and be interested in everything. Be well read and well informed. This will make you a better conversationalist but also make you a better designer. Great ideas can come from anywhere, and if they’re interesting to you they’ll probably be interesting to a client somewhere and help you build a connection.

13. Be passionate. Client’s will always be drawn to people who show a genuine love of what they do. Everyone is looking for authenticity and will easily spot anything contrived. There’s no mileage in being half-hearted about the work you commit yourself to. So find out what is at the heart of why you do what you do, and work with genuine purpose.

14. Find the right cultural fit. I think if you’re looking, you’ll find the people and organisations that see the world your way and make a natural unforced connection with them. At the same time it’s important to accept that you just will not ‘click’ with every potential client. And as desperate as you may feel, you’re better off not trying to force it. While the nature of marketing assumes it’s a one-sided situation, where the client has all the buying power, the fact is you should apply just as much energy to interviewing a client as they are applying to interviewing you. Do as much listening as talking. And if the chemistry doesn’t work, its ok to both walk away.

15. Take a risk, take a stand. Leadership is the most valuable service we offer. Be a leader, not a follower. Take a stand for something. Fill a need when you see it. Stick your neck out and make something happen. Accept failure if you do. Try things. Don’t be a complainer, be a changer. Offend someone. Be comfortable with being criticised from time to time. Don’t play it safe. You'll make better connections and have a more interesting career.

16. Be in the right place, at the right time. The sum of all those parts is that you will put yourself in the best possible position to make the most of opportunities, when they present themselves. It might look like luck, but it will be the product of all your hard work.

#officeculture #organisationaltheory

Ryan Loveday is a director of Fulton Trotter Architects in Brisbane Australia. He writes about the human cause in a corporate world, and continues the firm’s tradition of developing young architects through training and mentoring.

find us at:www.fultontrotter.com.au