Basil Sawczuk

Marketing & Selling Professional Services in Architecture & Construction

• Broschiertes Buch

Produktbeschreibung

Looks at the whole process of marketing and selling professional services

Well structured to enable readers to dip into the section relevant to their current needs

Full of diagrams and checklists as prompts and an easy route through the process
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This practical book on selling and marketing will help architects, engineers, project managers, facilities managers, surveyors, and contractors 'sell' themselves to prospective clients.
As clients become more sophisticated at both local and international level, and as competition in the construction industry increases, both contractors and consultants have to take a more professional approach to selling themselves. This is especially true for PFI bids where vast resources are committed to winning multi-million pound contracts.

Through a simple-to-follow process, illustrated with plenty of diagrams and checklists, Marketing & Selling Professional Services in Architecture & Construction sets out the seven key aspects of selling and marketing professional services. It is full of applicable ideas and examples and is well structured to enable readers to dip into the section relevant to their current needs.

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Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.

Produktdetails

• Verlag: Wiley & Sons
• Artikelnr. des Verlages: 1A405181870
• 1. Auflage
• Seitenzahl: 288
• Erscheinungstermin: 1. November 2009
• Englisch
• Abmessung: 244mm x 174mm x 22mm
• Gewicht: 514g
• ISBN-13: 9781405181877
• ISBN-10: 1405181877
• Artikelnr.: 26983663

Autorenporträt

Basil Sawczuk, a qualified architect worked in business development at DGI International, securing projects for many UK blue-chip clients and winning overseas work for large global clients. After WS Atkins acquired DGI International, he became Marketing Director for the Property Services division, selling and marketing their architects, civil, structural and building services engineers, quantity surveyors and facilities managers operating out of more than 50 UK offices.

Inhaltsangabe

About the author. Foreword. Introduction. Stage 1: Selecting the clients
you want to work for 1.1 Your client portfolio. Examine current portfolio.
Saying goodbye to clients. Number of clients. Sector exposure. Who are your
competitors and who do they work for? 1.2 A strategy. Prioritise your
effort. Selecting your targets. The need to comply with the Data Protection
Act. Sector penetration. 1.3 Effort versus reward. Public sector. Private
sector. 1.4 Lifetime value of clients. 1.5 Picking your moment. 1.6
Creating a pipeline. Using an enquiry pipeline. Using a leads pipeline.
Managing effort for pipeline development. Stage 2: Identifying the needs of
the target client. 2.1 Why do you need to know the client's needs? Good
client service. 2.2 Appropriate person to contact. No names policy. The
first communication with the target contact. The first written
communication. That first phone call. 2.3 The first Meeting. Preparation.
Arriving. First impressions. Improving your chances of a good meeting. 2.4
Look for visual and auditory clues. Building rapport. Use of language. Is
your potential client telling the truth? 2.5 Establishing the client's
needs. Specific needs. Leading into the questioning. Use your questions to
demonstrate your capability. Have questions prepared. Harvesting
information through questioning techniques. 2.6 Listening skills. Poor
response. 2.7 Establish the stakeholders and decision makers. 2.8 Expanding
the range of contacts. 2.9 Establish selection criteria. 2.10 The next
step. Stage 3: Shaping your service to suit the needs of the target
clients. 3.1 Review your clients' needs. 3.2 Putting a mirror up to your
client. Don't rush this stage. An analysis of the situation. Has the client
missed something? 3.3 Enhancing customer value. Customer groupings. 3.4
Features and benefits. 3.5 Building trust. Capability. Credibility.
Reliability. Compatibility. Rational and non-rational selection criteria.
3.6 Differentiating. Differentiate through customer service. Show you care.
3.7 Consider your strategy. Understanding why clients might not want your
services. Stage 4: Communicating your availability and capability to the
target clients. 4.1 Communicating to target clients. 4.2 Target clients in
buying mode. Identify decision makers and influencers. Meeting the decision
makers. Meeting the influencers. When access is denied. 4.3 Target clients
not in buying mode. 4.4 Raising your profile. Networking. Where to network.
Prepare for the event. Working the room. Introductions. The follow-up to a
networking event. Make yourself a useful contact. Creating networking
opportunities. Develop your network. 4.5 Entertaining. 4.6 Seminars. Attend
seminars at conferences. Deliver a seminar at a conference. Attending other
people's seminars. Running your own seminar. 4.7 Writing articles. 4.8
Public speaking. 4.9 Memberships of organisations. 4.10 Advertising. 4.11
Exhibitions. Stage 5: Proposals, tenders and pitching. 5.1 Proposals.
Create opportunities to build relationships during the proposal stage. Keep
the perspective client involved. The proposal content. Approach to fees.
5.2 Selling yourself and your proposal. 5.3 Pitching for work. Purpose of
the pitch. Plan of action. The brief. Timetable leading up to the pitch.
The participants. The audience. The content of the pitch. Format of
delivery and use of technology. The 'ring master'. Questions you don't want
to be asked. Handling objections. The venue. Rehearsals. Using persuasive
language. Feedback. 5.4 The selection process direct with the client.
Negotiation. Pitching for the project or through formal interview.
Qualification-based selection. Selection based on quality and price.
Selection based on fee (without design). Selection based on a design
proposal (with or without fee bid). 5.5 Selection process through and with
a contractor. Two-stage tendering. 5.6 The trend for competitive proposals.
5.7 Expressions of interest. 5.8 Pre-qualifications. 5.9 Tendering.
Understanding how clients evaluate proposals and tenders. 5.10 Using CVs.
CV maintenance. Editing. 5.11 Monitoring progress of the tender or
proposal. 5.12 Post-tender interview. 5.13 Negotiation. Establish your
position. Negotiating approach. Bargaining skills. Summarise the situation
during negotiation. Don't get stuck over positions. Move to closing the
deal. Negotiating traps. If you fail to win start positioning for the next
opportunity. Stage 6: Delivering added value and obtaining repeat business.
6.1 Obtaining repeat business. 6.2 Strategies for repeat business. 6.3
Preparing a project client plan. 6.4 Total continuous office participation
in selling. Quality of employees and working methods. 6.5 Managing the
service 'touches'. 6.6 Client account management. Managing the process.
Being selective with time expenditure. 6.7 Client account teams. Creating
new relationships. Cross selling. Cross-team activity. 6.8 Establishing
level of client satisfaction. Ask the right questions. Ask the right
people. Survey methods. Need to introduce the survey. Questionnaire design.
Introducing weighting factors. Satisfaction levels are relative. The value
of client satisfaction measurement. 6.9 Third-party survey. 6.10 Direct
questionnaire. 6.11 Client review meeting. After obtaining feedback. 6.12
Lessons-learnt workshop. 6.13 A client expectation charter. Service
delivery review meetings. 6.14 Building multi-level contacts. Introduce
someone else at every opportunity. Show them around your office. Ask to be
introduced to your client's colleagues. Hold pre- and post-project social
gatherings. Hold value engineering workshops. Market the project with the
client. Becoming more integrated. Winning additional work from clients.
Succession planning. 6.15 Client loyalty. Increase client loyalty. Setting
goals and objectives. 6.16 Obtaining referrals from clients. Stage 7:
Building credibility. 7.1 Credibility through sector knowledge. Information
for sector-specific selling. 7.2 Response to requests for information. 7.3
CVs. 7.4 Keep records of your experience. 7.5 Project sheets and case
studies. Use your project sheets as door openers. 7.6 Using e-mails. 7.7
Your website. 7.8 Intranet and extranet. 7.9 Press releases. 7.10
Newsletters. 7.11 Research. Further reading. Index.