ABSTRACT
Business development and marketing should be an ongoing and even enjoyable part of doing architecture, not a necessary evil to be done only when we are desperate for a job. It can be fun because it truly is about building relationships, which require nurturing and time to mature. So, the business development process is protracted—there are usually no quick fixes. This chapter emphasizes principles of rainmaking to grow a practice, including how to network effectively, how to begin the process of generating leads, and, ultimately, revenue for the firm. But marketing isn’t just about networking, submitting proposals, and making presentations. It’s about effectively communicating your message to your primary intended audience—your prospective clients—using a wide variety of methods, including everything from your website and social media to the way you answer the phone. Therefore, in addition to elaborating on rules of marketing, this chapter presents guidelines for outstanding oral presentations, written communications, and portfolio design.
