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The Realities of Client Behavior

Understand and meet client expectations for loyalty by delivering value. Learn methods for effective proposals and presentations. Improve client relationships and profitability.

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The Realities of Client Behavior

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  1. The Realities of Client Behavior ACEC of Louisiana Business Forum May 16, 2019 Jim Creedon Creedon Management Associates

  2. Overview • What the client is expecting • Assessing and managing client expectations • Creating value and creating loyalty • What clients want in a proposal and a presentation • A look behind the curtain Creedon Management Associates 2019

  3. Client ExpectationsHow it seems… • Perfection • No cost • Immediate response Creedon Management Associates 2019

  4. Client ExpectationsWhat they are… • Perfection • No cost • Immediate response But seriously, let’s break down this complicated, emotional, irrational yet, simple issue Creedon Management Associates 2019

  5. The Tangled Web of Client Expectations • What creates and impacts a client’s expectations? • Past experience • Organizational pressure and project goals • The perceived performance of your competitor Can we learn from our own consumer experiences? Creedon Management Associates 2019

  6. What We Can Learn from Consumer Behavior • The Postage Stamp • Delivering beyond expectations • Waiting for my Car • Keeping the client informed • Impressive Attention to Detail • Making life easy for the client Creedon Management Associates 2019

  7. Digging Deeper at the Roots of Expectations • Uncommon service moves the expectations needle • Each client has a different opinion on “desired service” vs. “sufficient service” • Relationships impact expectations • Promises – individual, company or industry – have a powerful impact on expectations • How they are organized, how they “buy” and how often they use will drive what they expect Creedon Management Associates 2019

  8. Creating Value • Understand what the client is trying to achieve • Understand what the client needs • Understand the client’s constraints • Understand the client’s organization and process LISTEN, LEARN and DELIVER Creedon Management Associates 2019

  9. Creating Value for the Client • Need to determine – and understand – what the client values • Creating value requires an understanding of the needs of the client: • Emotional need – reducing anxiety • Functional need – saving time • Transformative needs – create affiliation Creedon Management Associates 2019

  10. Methods to Deliver Value • Quality – regular, understandable and shared QA/QC programs, quality sub-contractors, create effective selection processes • Risk management – accurate, reasonable schedules, risk evaluations, provide alternatives • Cost management – efficient process, cost-effective staff, value engineering • Less anxiety – regular communication, early identification of problems, solutions to problems • Creating a team – share your company’s values, invitations to visit your office, access to senior leadership, seek advice on the market and feedback on your performance. Treat them as an equal. Creedon Management Associates 2019

  11. A Practical Application of Value Creation Analysis • Regular user of PM and design services for an aggressive capital plan • What do they value? • Quality • Risk management • Cost management • Less anxiety • Creating a team Creedon Management Associates 2019

  12. The Expectation, Performance and Loyalty Relationship Where would you place your best, newest and oldest client? Creedon Management Associates 2019

  13. The Benefits of Loyalty • Recommendations • Lower overhead and investment cost • Increased profitability • Stable client relationships Creedon Management Associates 2019

  14. Starting the Relationship:What makes a Proposal or Presentation Effective? • Clarity • Avoiding the obvious • Ideas that make you want to read/hear more • Providing the information “required” in an interesting and easy to find format • Following directions • If you are not qualified for the project, don’t try to make it up….it’s ok to say no – there may be a opportunity in the future Creedon Management Associates 2019

  15. What makes a Proposal or presentation interesting? • A crisp, clear executive summary • New ideas • Proof you visited • A skill or subcontracted service that is unique and meets a need you discovered • A well-prepared team that includes the actual people who will work on the project • Show how you will create value with the client and help them imagine success. Creedon Management Associates 2019

  16. The Best presentations • Include the right people • Follow directions • Have energy • Include multiple visual/physical formats • Highlight the RFP, but add something new and unforgettable • Convince the client that you have technical ability, capacity AND personal skills to create value with the client • Show you are the very best – confident, skilled, flexible, honest Make the client want you in the lifeboat with them Creedon Management Associates 2019

  17. A look Behind the Curtain Creedon Management Associates 2019

  18. Managing ExpectationsPERFECTION • Meet the schedule • Meet the budget • Communicate the need for change • Don’t let the client find the mistakes • Key attributes: Simplicity and Anticipation Creedon Management Associates 2019

  19. Managing ExpectationsNO COST • Fair, understandable rates • Increases are based on mutually understandable changes • The occasional, low cost, “free” service • Eliminate perceived “get in the door” cost recovery • Match cost of service to the value received • Key attributes: Clarity and Value Creedon Management Associates 2019

  20. Managing ExpectationsIMMEDIATE RESPONSE • Easy access • Clear communication • Approachable style • Frequent, informal conversation • No fire drills • Multiple levels of contact that can answer questions • Key attributes: Access and Support Creedon Management Associates 2019

  21. Final thoughts • The leaders of your firm need to set the example for client service • Train in client service, talk about client service, reward client service • Ask for feedback and act on it • Treat the client as a partner – not a patient Create Value with Me Make it a Valuable and Enjoyable Journey Creedon Management Associates 2019

  22. Jim Creedon President Creedon Management Associates 610-442-4254 jim@creedonmgt.com creedonmgt.com Twitter- @CreedonMGT LinkedIn- Jim Creedon Creedon Management Associates 2019

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