winning contracts-msps 02-19 half day · 2019-02-27 · winning contracts with successful proposals...
TRANSCRIPT
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Winning Contracts with Successful Proposals and
Presentations
MSPS78th Annual Meeting
February 20, 2019John Matonich, PS
Grand Traverse Resort
MARKETING 101
Winning Clients
“ I have seen a lot of very smart people lose money at things they
did not understand.”
- Tiger Wood’s Father
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Branding
What is Branding?
“A brand is a person’s gut feeling about a product, service or company.
It’s a person’s gut feeling, because in the end the brand is defined by individuals, NOT by companies, markets, or the so-called general public.
When enough individuals arrive at the same gut feeling, a company can be said to have a brand.”
-The Brand Gap by Martin Neumeier
“Know what you’re good at, widen your competitive
advantage everyday, and know how to describe it in a compelling manner.”
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“You may only get one chance to tell the story…. So be ready with
your best shot.”
Why is Branding So Important?
Shorthand for Customers
Management Focus
Employee Understanding/Retention Tool
Branding Myths
5 Branding Myths
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Myth #1: Only for Big Companies
WRONG…Branding is for Everybody!
Myth #2: It’s About the Symbol
No-Symbols are NOT Brands
A Logo A Monogram
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Myth #3: Only Works for Consumers
B-2-B can successfully brand
BE UNIQUE!!
Myth #4: Great Service is My Brand
WRONG – Not Unique
Myth #5: Is A New Idea
No
“Let’s Brand It!”
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5 Branding Myths-Recapped
1. Just for the big guys
2. Is about the “symbol”
3. Only applicable to consumer companies
4. Great Service can form the basis for a brand strategy
5. A relatively new phenomenon created by Madison Avenue
What Makes You Different than Competition?
Existing ClientsExisting Services
Existing ClientsNew Services
New ClientsExisting Services
New ClientsNew Services
Where Does Work Come From?
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Fortifying Existing Client Relationships
Value your clients
Know what they want
Why they use you
What else can you bring to their table
New Business Development
Mining New Business
Know your services
Know how to explain your offering in a simple sentence (know your brand)
Know your prospect/client and the problems they may be facing
Know your competition
Know how to dress for success.
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You have opened the mail and someone is asking for your services (along with some others)……..Now what?
So You Are Looking for Business….And…..
Respond or Not?
Implement a Go/No Go procedure May be quite simple
Pre-Qualify Clients
Understand the potential relationship “I fired my last surveyor”
Proposal Types
RFQ-Request for Qualifications
RFP-Request for Price
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Preparation
Gather examples of similar proposals
Establish background Site visit
File review
Prior projects
Communication Prospective Client
In house staff
Good differentiation requires good research
RFQ Basics
Tailor Package to Specific Proposal Can use “canned” material for filler
Guard Against Negative Impression Typos
Misspellings
Awkward Design
Sub-Par Aesthetics
Make Sure Message is Clear
Owner Expectations(Prospective Clients are Getting Much Smarter)
Basic Contact Information
Quality Photography Review Examples for Issues
Safety
Conflict of Interest
Organizational Highlights
Answer the Question: “ Why This Firm?”
Be Brief and To The Point
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Format
Cover letter Address “Why be hired?”
Include hook
Hit hot button
Representative Projects
References
General Firm info
Resumes
Costs Not only state WHAT is included in cost, but also what is NOT
included.
Tailor as much information to fit specific proposal, as possible.
Cover Letter Example
Cover Letter Example (Cont’d)
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Potential Marketing Materials:Include Your Brand
Project Sheets One Page (color)
Brief Description
PICTURES
Potential Marketing Materials:Include Your Brand (Cont’d)
Resumes One page with picture (color)
Potential Marketing Materials:Include Your Brand (Cont’d)
General Firm
Background/Brochure
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Potential Marketing Materials:Include Your Brand (Cont’d)
Mailers General Service
Postcards or
Tri-Folds
Potential Marketing Materials:Include Your Brand (Cont’d)
Exhibit Pieces Project Pictures
Large Scale
Potential Marketing Materials:Include Your Brand (Cont’d)
Copies of Technical Articles,
Publicity Pieces
or Press Releases
References
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Potential Marketing Materials:Include Your Brand (Cont’d)
Testimonials (Great Additions to Other Items)
Client Comments
“I love working with ROWE on projects. Leanne is always so helpful! Anytime we ever need anything she always gives above and beyond to make sure our questions are answered. Hope to do many more projects with her in the future.” 2008, Tina Sauve, Village of Metamora (Dryden Road Resurfacing)
“Doug’s creative design and welcoming attitude towards our project was exceptional. He listens intently and works through the concept challenge to exceed expectations. If you want to see an amazing, creative, and neighborhood friendly project that is best in class design, you have to see Doug’s work at the Midland Community Center.” 2008, Chris Tointon, Midland Community Center
Potential Marketing Materials:Include Your Brand (Cont’d)
All info together
called
“Statement of Qualifications”
(SOQ)
Direct Marketing
Focused Mailing
To a Target Audience
For a Specific Reason
Include a Reason
Schedule Issue
Price Break (Not a fan of this)
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Indirect Marketing
Organization Memberships Service Clubs
Church
Chamber of Commerce
Indirect Marketing
Community Supporter
Support Ads
Volunteerism
Sponsorships
Indirect Marketing (cont’d)
Pertinent Show Exhibitor
Education/Speaking Opportunities
Written Pieces Articles
Mailings
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Indirect Marketing (cont’d)
Existing Equipment
Survey Trucks
Office Building
Crew MembersHow does your
equipment, staff and
office work?
How Do You Know How You Are Doing?
Project Report Cards Sent out after project completion
Postage paid
Back to head of company
If bad, there is an obligation to contact client and fix
Periodic Anonymous Client Surveys Outside firm making contact
Have both existing and potential clients
Compare with prior results
How Do You Know How You Are Doing? (cont’d)
Client Focus Groups Top 10 clients
Meet 2 times per year +/-
MOST IMPORTANTLY REPEAT BUSINESS
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Re-Cap
Qualification Packages Do Not Win Projects Their Presentation of Relationships Do
Package Must Explain Why a Firm is Worthy of Performing the Project
Must Create a Positive First Impression Differentiate Your Firm From Your Competition
Written Specifically for this Request and Not Off the Shelf
Watch and Eliminate Extraneous Material that is Not Serving the Goal
Presentations
Know your audience Who is on selection committee
Use naming process
Find out who is the UDM (Ultimate Decision Maker) Visit the UDM prior to presentation The bigger the project, the more visits necessary
Shows aggressiveness Elevates importance of your firm Separates you from competition
Make sure to listen! Use people around UDM if UDM unavailable Start at the end What is the decision you want
Understand UDM
Use this model to identify clients and then assign right staff to handle
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Power of Three
Most people remember 3 things
Rules for using power of threeInvoke Power of Three“There are three reasons to hire us……”
Make them short
Use the most important as #1 or #3
Give them the finger
Organize Your Audience
Parts to your presentation Promise – Most important part It’s the “hook”
It should separate you from your competition
Prior points Use three of them and make sure they know
Conclusion Repeat promise
Grand Blanc Township Example
Now You Have a Project. How Do You Maintain the Client?
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Important Maintenance To-Do’s
Know Your Client
Background
Family
Business
Likes
Dislikes
Important Maintenance To-Do’s
Communicate-Communicate-Communicate In person
Via Technology Phone
Snail Mail
Both project info and just to say hello
Be timely when client initiates communication
Important Maintenance To-Do’s (cont’d)
Do Your Best to Make a New Friend
Grow With Your Client When Possible
Take An Arrow When Possible
Don’t Sweat the Small Stuff
If Wrong, Raise Your Hand &/or Open Checkbook
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Maintenance Aids
Company Newsletter-Featuring Projects
Holiday Party
Sports Outing
Project Updates (Regularly)
Regular Visits
Regular Contact Must be on the same timing as client desires
Key Elements to Keeping Clients
Be a problem solver, not simply a surveyor or
engineer.
Questions/Discussion