John McKay of Cutting Edge Design LLC

by John Kinney

Kinney Writers Group

In the design/build industry for over 30 years, John McKay is the owner of Cutting Edge Design LLC in Columbia, Maryland, a full service architectural design firm.  "The main founding principle of the company is to use technology to better serve our clients."  Prime examples of that technological prowess include Cutting Edge Design's unique, real time, 3-D process, energy modeling, and 3-D brochure services for clients in need of "21st century visualization and marketing advantages."

Cutting Edge Design's real-time 3-D modeling process "enables us to present the design, while the client can communicate, and then visualize, their desires.  While we're in the meeting, we can make changes right in front of them," said John.  "The meetings don't last any longer than a conventional meeting would, but by the end, the initial design printouts are completely obsolete and we have to give clients new printouts with all their changes implemented."

Cutting Edge Design also helps clients become green.  "We define green, and promote green building, as starting with energy efficiency.  The tool to achieve that important goal is energy modeling.  Energy modeling gives clients an idea of what their energy costs will be using various green alternatives, which helps clients to scientifically predict the performance of each option, and make informed selections in areas such as heating, air conditioning, windows, doors, and insulation."  With fifteen years of experience in green construction, John is a natural fit as the Group Leader of the Columbia Green NRG Group, which meets on Wednesdays from 9:30-10:30 a.m.

Professional clients benefit from Cutting Edge Design's 3-D renderings and brochure packages.  Movies and animations are also easily produced to help consumers visualize, while separating the selling professional from their competition. "Why use a 20th century brochure, when you can provide clients with a 21st century, 3-D brochure?"

Cutting Edge Design LLC uses technology to save clients time and money.  Homeowners, builders, property owners, and architecture firms should check out Cutting Edge Design at www.cuttingedgedesigngroup.com, or call John at 410-740-2700. 

The Networking Experience

Is your primary networking focus to value the advantage of long-term, far-reaching relationship building? Or, are you networking because you expect to sell to the people in the organization(s) you join? In addition to regular, timely and uninterrupted attendance at your weekly home group, there are other goals to achieve when networking. Two HUGE areas to emphasize are one-on-one meetings, and going to other networking groups, as well as other networking events: One thing I've found is that, while you need to be selective and can't go to everything, you do need to get out, be seen, meet people. As you continue to visit, at least some of the "regulars" you keep running into become your business referral base. They get to know you, and are reminded of what you do each time they see you. Eventually they memorize who you are and what you do. Beyond that, they might even get to "like" you. The common belief among sales experts is that people "buy personality" (or refer personality, in this case), more than product, service or company reputation. People will not only refer you; they sometimes will market for you--or even SELL for you--because they know you, like you, and trust you!

How do you get people to like you?
1) Well, because of your excellent personality of course! However, included in that personality must be that fact that you are not trying to sell anyone! You are marketing yourself--not selling! Know the difference and apply marketing principles, such as short, "elevator-like" descriptions of what you do. Save yourself and everybody time. Those who are interested will ask questions at some point in your relationship. You can have your chance then, to trumpet your cause in the same way that this blogger is trumpeting his now.
2) Provide a comfortable environment: Since of course, you've already heeded the advice above, this next point should go without saying: People want to get to know you--and hopefully grow to even like you--when you are both comfortable. Nobody is comfortable "being sold", unless by some magical chance they happen to need your product or service at exactly the time you are talking to them about it!

Customer Service First!
Your clients' interest and service to them must come first. The money comes after, because of that important belief. Good business people are smart and they will see through to what your real intentions are quickly. Good business people are successful, and they know a lot of other successful people too. It's entirely possible--but should never be expected--that some of these good business people may get you business. If you show that you truly care about your clients' interest and not their money, people will recognize that important trait, and will automatically be predisposed to seeing why they can trust you, rather than why they should not.

People Refer People They Trust
Are you "Referral Worthy"? If you want someone to refer you, do you expect them to do so without knowing and trusting you first? Would you refer someone to your important client just because that someone sat next to you one time at a networking meeting or event? 

Follow Up!!
You may conduct yourself perfectly according to the above suggestions, but without proper Follow Up, the prospectively beneficial impact of your "business appearance" could be mitigated or completely offset by the quality of your Follow Up. After meeting anyone, always Follow Up in a timely fashion, with acknowledgments, promised information, contacts etc. The credit for emphasizing (and living) this all-important requirement goes to Evette Lewis of AFLAC, and networker extraordinaire. Meet with her and find out why she is the exemplary businessperson.