You know that you work that your engineering company is the best out there, but does the public know that? What makes your firm better than the competition? Do your prospective clients know that? What advantages and benefits do your clients have by using your firm? This is marketing; getting the word out about you and your company.
A major part of marketing is describing how your company is different from the competition, and how that benefits your clients. Most engineering companies do very little marketing outside of word of mouth and maintaining client relationships.
Most of the time this may be all you need to do to stay busy, but if you want to grow your company you will need more clients and contracts. What happens when your clients start to fade away or decide to use someone else? To stay busy you will need to employ several well-planned marketing tactics.
One of the best ways to market is to inform the public of your difference from the competition by creating a Unique Selling Proposition or USP. A USP is what makes your firm different from your competition. If you want to immediately stand out in the engineering community, have a clearly defined USP. Ask the question "Why your potential clients would choose to do business with your firm versus the competition?" What separates your engineering firm from the competition?
The answer is your USP. Your engineering company has better services, a guarantee, better selection of services, longer business hours, more flexible payment options, or a combination of all of these and more. You should be able to summarize your USP in one sentence. A great USP will have your potential clients thinking or saying, "I have to do business with these guys." Most companies inadvertently talk about creating a USP but don't actually implement it.
Unfortunately, most USP's are not unique; because many firms will review other USP's and copy the best words. They will search the internet, review several business books, and might even ask other individuals and then combine the results into their own USP. If most USP the client reads are similar, then they have no meaning.
Again most of the marketing books available in the bookstore are not for professional service businesses like engineering. A personal service client is looking for benefits more so than any other type of client. A customer of a large chain store is probably looking for low price products.
A client of the designer is looking for a quality name brand and not necessarily the lowest price. But a client of a professional service company is looking for something quite different. What do you want from a lawyer, a doctor, an accountant, or a designer? Are you looking for bonuses, sales, and discounts? Of course not!