Breakout

Power of breaking perceptions: “architects aren’t major influencers”

Presenters Mitchell Zelinger, Tangram Los Angeles, CA Lourdes Collins, Red Thread Boston, MA Amy Lopez, McCoy-Rockford Houston, TX Presenters

TABLE OF CONTENTS UNDERSTANDING THE ROLE OF A + D AT FIRST GLANCE MAKING THE FIRST MOVE HOLDING HANDS FIRST KISS GOING STEADY RULES OF THUMB QUESTIONS? TABLE OF CONTENTS

UNDERSTANDING THE ROLE OF A + D

AT FIRST GLANCE Identify firms who give you opportunities (A,B, +C) Utlize CMR to link projects & track activity through all firms.

The Traditional sales cycle CLIENT BROKER DESIGNER/ARCHITECT PROJECT MANAGER ENGINEER CONTRACTOR FURNITURE DEALER

The role of the a+d community DESIGNER/ARCHITECT Know who they are Respect who they are Develop a partnering relationship Communicate Meet and exceed their expectations They are visually oriented They are creative They expect professionalism They work in billable hours

MAKING THE FIRST MOVE Reframe your position in the market place as a Interior Solutions Provider We are here to collaborate with architects and designers as a creative partner to create and manage interior environments that enhance the client’s brand and culture through the expert integration of technology + furniture.

STRATEGIC GOALS Being an effective A&D Manager for the design community takes a lot of effort and creative thinking. Building a relationship of trust is the key to a successful relationship with the design community and that means being accessible, following through on deliverables and providing any support necessary to designers, dealers and clients.

HOLDING HANDS HOLDING HANDS FRIEND AND EXPERT Relationship development within the A+D community does not occur overnight. The partner needs to not only appreciate the services your offer but the friendship you nurture.

DEVELOP RELATIONSHIPS THINK TANKS PANEL INVITES SHOWROOM TOURS WINE + DINE Creating a bond of trust while establishing expertise is critical in moving away from the relationship being about the ‘next deal’ and about a long lasting partnership.  

FIRST KISS

PHILOSOPHY + VERTICAL MARKET BEFORE PRODUCT WORKPLACE HEALTHCARE EDUCATION Understand the target markets and the value proposition for each

INDUSTRY TRENDS + DEVELOPMENTS Cost Pressure Attract & Retain Globalization Maximize Productivity Sustainability Be Competitive Workforce Dynamics Technology Continue with One-to-One meetings, share your internal and external value proposition, trends  presentations, CEU presentation, and other events with all levels of designs with the firms. Utilize tools like CET, workplace research and trends. Leverage product specialist from Steelcase to agers to increase opportunities for each A firm, and strategically review B & C firms.

EMAIL CONTENT + CAMPAIGNS+ knowledge sharing Establish presence with the Top  firms through One-to-One meetings, share your internal and external value proposition, trends  presentations, CEU presentation, and other events with all levels of designs with the firms.

GOING STEADY Develop the Mutually Beneficial Assets - In any partnership it is important to leverage both parties assets. Strategically plan to offer services or opportunities that could benefit and build the A+D partners book of business. This could be through the use of Steelcase's infrastructure, your dealers showrooms or your own human capital

DEVELOP A COLLABORATIVE TEAM A+D firms are used to working in teams, they collaborate on projects and work together to create solutions for their clients. If we hope to become partners and solution providers, the we must create teams of designers, marketers and sales people to assist our A+D partners.

RULES OF THUMB

Target goal example • Continuous contact with Top 30 –move all firms to the next level of ranking (C to B, B to A) • Be given a minimum of 1 opportunity for each A firm • Generate revenue for every A firm.

Metric ROI Example • Maintain presence/build relationships - Quarterly material updates • Quarterly firm wide presentations • 8 sales calls a week- one to one or smaller informal presentation • 3-4 lunches per week • Maintain rotating schedule of presentations by product category – systems, walls, wood, seating, benching- technology, AV, Flooring

Metric ROI Example • 1 networking meeting per month • Events – Attend 2 industry sponsored events • Monthly events of CEUs, social or gathering in conjunction with Steelcase or other prefer vendors to increase name awareness • Identify 8 new project opportunities per month

QUESTION?