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

4. 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

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. 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

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
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

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 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

19. 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

20. 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

21. 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

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