May 2008

Technology Matters

A recent article in the business section of the paper was entitled; Technology redefines architects’ work duties.  The article discussed emerging computer technologies, such as three-dimensional modeling and BIM (building information modeling).  The latter is said to make CADD (computer aided design & drafting - the current most common computer approach to design and construction documents) obsolete. 

            While you may not be interested about the details of such technology in architecture, the overall theme is important to the practicing consultant or freelancer.

Technology is rapidly changing.  No surprise here.  But to the service provider, changing technology offers both opportunities and challenges.

On the challenge side of the equation is the need to be up to keep on the latest programs and capabilities in your specialty.  For some this is easy, as this is the focus of your business.  Of concern, of course, is the time and cost of remaining current, especially for the small practitioner who needs to manage overhead. 

The plus side is more exciting.  Technology offers ample consulting opportunities to focus on helping others with their technology needs – all the way from hardware and network installation and maintenance to training companies how to use and maintain their own technology.  This can provide the chance to generate revenues from sales, as well as consulting, although this can be a fine line to walk. 

Another opportunity is to be the change leader by being ahead of the curve, thus providing services that most have yet to access or implement.

Another option for the few specialists is the creation of new technology.  This potential is greater than ever before for the individual.

Overall, technology opens the door to more new consulting opportunities than ever before.  We have seen in the last twenty years an entirely new service industry emerge.

But let’s take another direction - the ability to use technology as a marketing tool.  It is almost a prerequisite for the smallest of practices to have a web site.  This is often in lieu of the traditional brochure.  It can also be the opportunity to differentiate yourself from others in your field.

Additionally, computers allow the small practice to create the same look and feel of the big guys.

There is a wonderful opportunity to use ezines or other email based information materials to reach potential clients, or keep in touch with current clients.

Several examples:

1.                            Send out a periodic ezine or e-blast to keep in touch with your clients.  This message should balance promotion and information.  With useful content it is more likely to get read or kept.  This is an excellent way to maintain a regular contact with information on industry news, regulatory changes, your new projects, lessons learned and, finally, remind your clients that you are active.  The clients don’t always need you, but a regular reminder will remind them when they do. 

2.                            New lead generation:  Your web site or e-blast can offer an information piece relevant to your field.  By offering, the potential client provides contact information.  Make sure that the information material has meaning to your client and positions you as an expert or knowledgeable service provider.  This method is the modern version of sending letters or other mailers to generate leads – at a far cheaper price.  Use an auto-responder, to inexpensively gather contact information and send your information piece.

For auto-responders:  check out the following:

• Aweber
• Get Response
• Constant Contact

For e-mail management programs, if you wish to do this yourself:

• Majordomo
• Mailman
• Dadamail

If you are sending out to a large list, look into the CAN-SPAM Act that sets out guidelines for bulk email.

To make the list complete, contact management software include:

• Act
• Contact Plus