Consultants in the architectural/engineering/construction (A/E/C) industry know that good client relations play an important part in the sustainability of their business. The success of your current and future projects depends on positive client relations.
Client relations are no longer dependent on just one person in the firm. Your employees might not be aware that they, regardless of position or years of experience, also have a role in developing or greatly enhancing client relations. Instilling a culture of positive client relations management in your office, and helping all employees achieve that culture, enables a win-win situation.
Two firms, Parsons Brinckerhoff and BHC Consultants, share their best practices for managing good client relations.
Jonathan Kreitler, Marketing Manager at Parsons Brinckerhoff’s Seattle office, moderated an in-house panel discussion on what employees can do to create and further client connections. The panelists were experienced project managers sharing a multitude of stories, and the attendees were from various disciplines, such as civil, admin, and marketing. The discussion resulted in a list of external and internal opportunities for beginning and managing client relations, as well as best practices and philosophies.
External Opportunities
• Get involved with industry associations
• Identify associations that are most appropriate/of interest to you
• Volunteer to be on a committee – this creates a chance to collaborate with clients and other industry professionals
• Maintain college connections
• Volunteer (associations, client functions, conferences)
• Maintain project contacts (during and after project work)
• Become a resource to your internal/external clients (someone they can call with questions, doesn’t always have to be related to your project)
• Get to know other firms and consultants in the industry
• Check-in regularly with your clients (have a communication plan)
• Bring technical staff to client meetings; it’s a good investment
• Celebrate your clients’ successes; attend awards, galas, etc.
• Consider bringing others to business development meetings with new contacts
Internal Opportunities
• Develop and use your internal network
• If interested in a client, identify staff with connections to that client and learn how you can engage
• Communicate
• Be honest about how projects are going. Bring concerns back to the office for an open discussion on how to mitigate problems/concerns.
Best Practices/Philosophy
• It takes personal initiative to develop your network
• Quality project performance is the best and most important marketing
• LISTEN to your contacts/clients
• Engage externally, but don’t overextend
• Relationships are long-term–they take time to develop
• Clients have long memories (for both good and bad experiences)
• Connect with the right people–internally and externally. Personality and communication styles are important
• It’s important to recognize and control projects with issues
• Engage with clients and contacts using social media (Linkedin, Twitter, etc.)
• Follow up on leads
Jon Davies, Director of Client Services at BHC Consultants, recommends sharpening your networking skills, building a lasting client base, and implementing a business development schedule.
Tips for More Productive Networking
• Always bring a handful of business cards. Exchange cards with people that you meet.
• Don’t be a wallflower. Walk over to people and make conversation.
• Get a drink from the bar and hold onto it. This includes non-alcoholic beverages. Having a glass in your hand can help shy people overcome nervousness.
• Do not sell while networking. Your mission is to make contacts, not to get a client to sign a contract.
• If you’ve never attended a meeting of a particular group before, go with a friend who can introduce you to people in the group.
• Dress in proper business attire. Your comfortable well-worn Dockers and golf shirt are not appropriate for a business gathering.
• The best way to make friends and get people talking is to ask them questions. Instead of talking all about you, ask other people about what they do.
• When you get back to the office, follow up with a short note or e-mail that says how much you enjoyed meeting them and let’s keep in touch. You might also enclose another business card and a brochure about your services.
• Keep a database of contacts. List all the things that you learned about the person, i.e. family, hobbies, interests, etc.
• When making referrals, think of the people in your database first. Sending a lead or business to a person is a great way to cement the relationship between you.
Keys to Building Client Relationships
• Seek out clients who can provide a steady flow of assignments rather than an occasional project.
• Invest your time wisely.
• Build a personal relationship. Visit with the client now and then. An occasional cup of coffee, lunch or dinner is a good way to get to know someone.
• Participate in client activities. Accept any invitations you receive to attend Christmas parties or similar events. Make sure you say hello to the client at conferences and other industry events. Drop by clients’ booths if they’re exhibiting at conferences.
• Send your client copies of pertinent news articles and items that you know they are interested in.
• Pick up the phone or send an e-mail to say hello every now and then. Just say hello–don’t ask about new business.
• Cultivate relationships with as many people in the client organization as you can. Even people you think are unimportant can have a major say over whether you get hired.
• Be especially considerate of secretaries, assistants, and receptionists. They wield a lot of influence over who gets into the decision maker – and who doesn’t. And they might be promoted one day and become your client.
• Never be rude or lose your temper. Always be patient, courteous, and friendly.
• Remember clients have all the power. Clients can choose to ‘fire’ you at any time, for any reason…or for no reason.
Top 10 Things to Implement Tomorrow
1. Plan next week this week.
2. Plan one business development task every day and DO IT!
3. Call at least one prior contact every week.
4. Contact at least one prospect every week.
5. Debrief on proposals and projects regularly. Win or lose!
6. Analyze your competition for each market. Answer three questions: Who is getting the jobs? Why are they beating your firm? How do their marketing and sales efforts differ from yours?
7. Call your last 10 clients and ask them for a referral or help them solve a current problem.
8. Solicit letters of recommendation from clients and use them as marketing tools.
9. Write a letter to all your present clients simply thanking them for their business.
10. Make a list of your network contacts. Contact one each day to exchange lead information. Find a way to help them as this is the best way to build a strong network.
