1. Breakout

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

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

4. 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

5. UNDERSTANDING THE ROLE OF A + D

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

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

8. 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

9. 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.

10. 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.

11. 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.

12. 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.

13. FIRST
KISS

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

15. 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.

16. 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.

17. 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

18. 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.

19. RULES OF THUMB

20. 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.

21. 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

22. 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

23. QUESTION?