How to Market an Engineering Firm

Marketing is a key component in successfully launching your engineering firm. Before you even begin writing your business plan, you should have a marketing plan defined. Your marketing strategy is absolutely critical to your firm's attractiveness to investors, because it is absolutely critical to the success of your engineering firm.

Instructions

Research Your Market

1. Investigate potential clients by surveying local industries that require engineers.

2. Compare your firm's core competency with the existing needs of your market. In fact, in the development stage of your business, the needs of the market will determine how you shape your firm.

3. Pay attention to companies that require engineers only periodically. Since you are starting a firm, companies that hire mostly in-house engineers will not likely need your help, unless they take on short-term projects that require more engineers than are on their staff.

4. Establish relationships with market leaders, such as members of your chamber of commerce, who can keep you informed on projects that might pop up in your area.

5. Subscribe to professional journals and newsletters for engineers and industries which need engineers.

Reach Your Market

1. Generate a list of companies in your area that will require engineering help.

2. Set out to introduce yourself to decision-makers in the industries you are targeting. Keep in mind that many contracts come through the government, and personal contacts can get your firm a bid.

3. Compile contact information of project managers.

4. Check in with your contacts periodically in order to get a feel for the kind of work they are taking on and whether they are hiring engineers. Sweeten the deal for these contacts by offering to buy lunch or dinner for them.

Act on Your Findings

1. Bid on a project that becomes available by calling the decision-maker in charge of hiring engineers. Express that you have a qualified person able to meet his needs and provide him with a rate.

2. Keep track of your bids in a spreadsheet or table with the date of the bid, the name of the project, and the information of the person you contacted and from whom you are waiting to hear.

3. Book the accepted bids and hit a home run, because the most effective marketing you can do is performing good work consistently.

Tips & Warnings

• Call engineering firms outside of your own market to get pointers on how they got moving and what to charge clients. Firms inside your own market would be less willing to divulge information to a direct competitor.