This practical book on selling and marketing will help architects, engineers, project mangers, facilities managers, surveyors and contractors 'sell' themselves to prospective clients.

Basil Sawczuk, a qualified architect worked in business development at DGI International, securing projects for many UK blue-chip clients and winning overseas work for large global clients. After WS Atkins acquired DGI International, he became Marketing Director for the Property Services division, selling and marketing their architects, civil, structural and building services engineers, quantity surveyors and facilities managers operating out of more than 50 UK offices.

About the Author
Foreword
Introduction
Selecting the clients you want to work for
Your client portfolio
Examine current portfolio
Saying goodbye to clients
Number of clients
Sector exposure
Who are your competitors and who do they work for?
A strategy
Prioritise your effort
Selecting your targets
The need to comply with the Data Protection Act
Sector penetration
Effort versus reward
Public sector
Private sector
Lifetime value of clients
Picking your moment
Creating a pipeline
Using an enquiry pipeline
Using a leads pipeline
Managing effort for pipeline development
Identifying the needs of the target client
Why do you need to know the client's needs?
Good client service
Appropriate person to contact
No names policy
The first communication with the target contact
The first written communication
That first phone call
The first Meeting
Preparation
Arriving
First impressions
Improving your chances of a good meeting
Look for visual and auditory clues
Building rapport
Use of language
Is your potential client telling the truth?
Establishing the client's needs
Specific needs
Leading into the questioning
Use your questions to demonstrate your capability
Have questions prepared
Harvesting information through questioning techniques
Listening skills
Poor response
Establish the stakeholders and decision makers
Expanding the range of contacts
Establish selection criteria
The next step
Shaping your service to suit the needs of the target clients
Review your clients' needs
Putting a mirror up to your client
Don't rush this stage
An analysis of the situation
Has the client missed something?
Enhancing customer value
Customer groupings
Features and benefits
Building trust
Capability
Credibility
Reliability
Compatibility
Rational and non-rational selection criteria
Differentiating
Differentiate through customer service
Show you care
Consider your strategy
Understanding why clients might not want your services
Communicating your availability and capability to the target clients
Communicating to target clients
Target clients in buying mode
Identify decision makers and influencers
Meeting the decision makers
Meeting the influencers
When access is denied
Target clients not in buying mode
Raising your profile
Networking
Where to network
Prepare for the event
Working the room
Introductions
The follow-up to a networking event
Make yourself a useful contact
Creating networking opportunities
Develop your network
Entertaining
Seminars
Attend seminars at conferences
Deliver a seminar at a conference
Attending other people's seminars
Running your own seminar
Writing articles
Public speaking
Memberships of organisations
Advertising
Exhibitions
Proposals, tenders and pitching
Proposals
Create opportunities to build relationships during the proposal stage
Keep the perspective client involved
The proposal content
Approach to fees
Selling yourself and your proposal
Pitching for work
Purpose of the pitch
Plan of action
The brief
Timetable leading up to the pitch
The participants
The audience
The content of the pitch
Format of delivery and use of technology
The 'ring master'
Questions you don't want to be asked
Handling objections
The venue
Rehearsals
Using persuasive language
Feedback
The selection process direct with the client
Negotiation
Pitching for the project or through formal interview
Qualification-based selection
Selection based on quality and price
Selection based on fee
Selection based on a design proposal (with or without fee bid)
Selection process through and with a contractor
Two-stage tendering
The trend for competitive proposals
Expressions of interest
Pre-qualifications
Tendering
Understanding how clients evaluate proposals and tenders
Using CVs
CV maintenance
Editing
Monitoring progress of the tender or proposal
Post-tender interview
Negotiation
Establish your position
Negotiating approach
Bargaining skills
Summarise the situation during negotiation
Don't get stuck over positions
Move to closing the deal
Negotiating traps
If you fail to win start positioning for the next opportunity
Delivering added value and obtaining repeat business
Obtaining repeat business
Strategies for repeat business
Preparing a project client plan
Total continuous office participation in selling
Quality of employees and working methods
Managing the service 'touches'
Client account management
Managing the process
Being selective with time expenditure
Client account teams
Creating new relationships
Cross selling
Cross-team activity
Establishing level of client satisfaction
Ask the right questions
Ask the right people
Survey methods
Need to introduce the survey
Questionnaire design
Introducing weighting factors
Satisfaction levels are relative
The value of client satisfaction measurement
Third-party survey
Direct questionnaire
Client review meeting
After obtaining feedback
Lessons-learnt workshop
A client expectation charter
Service delivery review meetings
Building multi-level contacts
Introduce someone else at every opportunity
Show them around your office
Ask to be introduced to your client's colleagues
Hold pre- and post-project social gatherings
Hold value engineering workshops
Market the project with the client
Becoming more integrated
Winning additional work from clients
Succession planning
Client loyalty
Increase client loyalty
Setting goals and objectives
Obtaining referrals from clients
Building credibility
Credibility through sector knowledge
Information for sector-specific selling
Response to requests for information
CVs
Keep records of your experience
Project sheets and case studies
Use your project sheets as door openers
Using e-mails
Your website
Intranet and extranet
Press releases
Newsletters
Research
Further Reading
Index
Table of Contents provided by Ingram. All Rights Reserved.

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Marketing and Selling Professional Services in Architecture and Construction

9781405181877

1405181877

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