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

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

Client Expectations How it seems… Perfection No cost Immediate response Creedon Management Associates 2019

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

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

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

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

LISTEN, LEARN and DELIVER 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

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

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

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

The Expectation, Performance and Loyalty Relationship No Loyalty High Expectations/Low Performance Unquestionable Loyalty High Expectations/High Performance Transactional Loyalty Low Expectations/Low Performance Developing Loyalty Low Expectations/High Performance Where would you place your best, newest and oldest client? Creedon Management Associates 2019

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

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

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

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

A look Behind the Curtain Creedon Management Associates 2019

Managing Expectations PERFECTION 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

Managing Expectations NO 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

Managing Expectations IMMEDIATE 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

Make it a Valuable and Enjoyable Journey 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

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