In a couple of hours, I’m travelling with Bill Caswell to visit a successful eastern Ontario construction company. The business has agreed to its employees participating in “Taking your construction business to the next level”, Caswell’s special Webinar next Tuesday (Feb. 16). In planning for the Webinar, Caswell decided he would be more successful online if he could validate his thoughts in front of a real audience. I’ll carry a video camera and we will use the video to support the Webinar feed.
We aren’t publicizing the contractor’s name here — they’ve requested confidentiality — but the point is the construction company’s management knows and trusts Caswell and the value of his information, so they’ve agreed to the project.
Caswell’s approach is how much, if not most, business is built in the architectural, engineering and construction industry. I may develop some business with the contractor, as well. (It is helpful that I am not attending today’s meetings to sell, but rather to contribute, to the project.)
We generally build our businesses from our connections and relationships, one by one, based on common interests, mutual respect, and trust. This is the foundation of word-of-mouth and repeat/referral success.
However, if you really want to “get to the next level” — at least in the marketing area, you need something more: The ability to intelligently and effectively take creative risks in expanding your relationships.
That’s why I encourage you to join and participate at activities you love in relevant associations and groups where your current and potential clients are members.
As well, if you decide to attend Tuesday’s Webinar, your 90 minutes will be well spent as you will obtain ideas and insights which can help you understand the underlying issues holding your business back, and new models to help it grow. You can discover more about the event here.
