buildingsource Top 5 links from May 2013

by Karen Davis Burton of Building Industry Resources

These four articles and one video outline steps for developing business, sealing the deal, and incorporating cloud-based technology in your business.

Strategies for Success: Business development is not a department, but part of the fabric of your business, and everyone should be involved.

Social Studies: Representatives of HOK, Perkins + Will and HDR share how A&D firms can better leverage their presence online. 

13 FAQs about Cloud-based Applications: What's "the cloud," and how will it affect my business data?

5 Reasons Why Every Professional Should Have a Personal Website: With fewer jobs and more competition, self-promotion is becoming increasingly more important.

[Video] 3 Steps to Close the Deal: You've made the pitch, now move your prospect toward "yes."  

Sell design clients on the feeling of the space

When I bought my new home a couple of years ago, I visualized what every inch of space would look like after I put my special touch on the place. Paint colors, furniture, storage, each and every picture on the walls. I especially loved my new living room, flooded with sunlight from the east-facing windows and skylights. I imagined how comforted and invigorated I would feel every morning when I sat in there with a hot cup of coffee, the light bouncing off of the delicious chocolate brown walls.

I’d sold myself on the feeling – the experience – of being in the space. And as creative professionals, the feeling - the experience - is what we should be selling to our clients. We begin our preliminary design and construction meeting asking clients what they want, how they want the space to look, and how the want to experience the space. We do visual studies to invoke a reaction or a decision. We spend a significant amount of time with them before the project begins to find out how the client feels.

Selling the feeling and the experience should continue throughout the entire design and construction process. Keep the final outcome at the forefront of your mind, your client’s mind, and in the agenda of every meeting.

How do you keep your client focused on the final outcome of the project?

Tell Your Prospects How You Save Them Money

Passing several gas stations as I drove today, I noticed one had posted a sign with big red letters: “8 CENTS MORE PER GAL. USING DEBIT/CREDIT.”

I thought that when you put a big sign in front of your business, it was supposed to draw people in, not make them pass by the establishment.

When gas prices were continuously increasing, some stations began charging a higher price for use of debit and credit cards than for cash. I understood. They pay a certain percentage to the bank for being able to accept credit or debit, and giving the illusion of charging less for cash could lure more people in.

So the cost for paying with cash for regular petrol is typically the one you see at the top of the sign – the price you read first – and the price for using credit is below. Never have I seen it reversed. So why would anyone hit you with the higher price first? It’s a turn-off.

At a time when people are pinching pennies, let them know how you your services can save them money in the long run. Their time is money. Their research effort is money. Their mistakes – money. Show your prospect the financial benefit of choosing you.

- The financial benefit of choosing you over your competition, whether you’re in a job interview or trying to sign a contract.

- The financial benefit spending a little more time in the pre-design phase before moving on to construction documents.

- The financial benefit of moving forward with the project today rather than waiting a few months.

- The financial benefit ordering the finish material now, not two weeks before it’s scheduled for installation.

Clients like to hear how you can save them money. Showing and telling them how hiring you can give them a higher return on their investment could seal the deal.

Make More When the Marketplace Says Less

Have you taken a day to look at the total situation of your business? Look at the big picture and identify all opportunities - not just for you, but also for your clients. Sales guru, Jeffrey Gitomer, says, "Write down what you intend to do to help the customer, do more business with the customer, gain more referrals from the customer, and make the relationship with the customer a financially rewarding one." Read his article here.