Do most of your
clients come back, or do you struggle to find new clients most of the
time? If it’s the latter, then stop here
and consider:
· Do you complete your projects on time?
· Is your work always your absolute best?
· Do you show professionalism and courtesy in your client
communication?
· Do you make an effort to build a relationship with your client?
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“Many will…remember with fondness a time when architects, interior
designers, contractors, engineers, builders, construction managers, and in
-house corporate architects did not all compete for the same work. Today no
service provider dares to dictate terms to a quality client. Attentiveness and
the clear willingness to bend over backward to a client’s needs are the norm.”
– (Barry LePartner, Architecture, February 1996 –chapter 4 working with
clients, page no. 23, AIA handbook 13th edition)
Our business of
architecture and design exists because of a client. The AIA firm survey reveals that getting repeated clients
is one of the most popular methods for getting new projects. There is nothing more valuable to a business than its
existing clients. Your current clients are one of the best sales and marketing
tools available. The number of existing clients who come back to you for new
projects is a good measurement of how well you are doing your work. Nurturing
an existing client relationship costs a lot less than hunting for a new client.
When they are happy, clients also talk about you to their friends and
colleagues. Mouth to mouth publicity has tremendous potential for our
profession.
I would like to share with you 7 most important tips that
you, as designer, can use to make your marketing strategy more attractive for
your existing clients:
1: Architect is
just a service provider:
Gone are the days where Architects used to work as an expert and tell client that “This is how I want your building to be.” Now it’s time to say “This is how we (as a team) propose your building.” The firms with more client focus can only survive in long term.
2: Added-Value:
‘Nothing is for free’ is not necessarily true especially when you are talking about added value services you can offer to your client. These are the services that are offered in addition to your regular services. Your client came to you because they found something unique about you, or they were referred by another client who knew about your specialty. Think of ideas how your clients will remember this ‘Specialty’ that you possess.
Gone are the days where Architects used to work as an expert and tell client that “This is how I want your building to be.” Now it’s time to say “This is how we (as a team) propose your building.” The firms with more client focus can only survive in long term.
2: Added-Value:
‘Nothing is for free’ is not necessarily true especially when you are talking about added value services you can offer to your client. These are the services that are offered in addition to your regular services. Your client came to you because they found something unique about you, or they were referred by another client who knew about your specialty. Think of ideas how your clients will remember this ‘Specialty’ that you possess.
Learn
more about how to add value to your services, here (article by Laurie Dart).
3: People’s person:
Architects are usually labeled as ‘arrogant’. Stephen Lafferty, ex-president of the Tampa Bay (Florida) chapter of the American Institute of Architects, described the profession as a dinosaur, "unwilling to change, slow to move and, without some intelligent change, soon to be extinct". It’s time to get out of our impression and be a people’s person. Unless you become accessible and remain connected with your clients, chances of getting new projects from the same clients, are less.
4: I don’t know!
Don’t pretend if you have no knowledge about clients' query. Tell honestly ‘ I don’t know, but I will consult the right person and find out”. Today’s information overloads nobody expects you to know everything. But you can respond all his/her queries by appropriate study and research.
5: Admitting mistakes:
3: People’s person:
Architects are usually labeled as ‘arrogant’. Stephen Lafferty, ex-president of the Tampa Bay (Florida) chapter of the American Institute of Architects, described the profession as a dinosaur, "unwilling to change, slow to move and, without some intelligent change, soon to be extinct". It’s time to get out of our impression and be a people’s person. Unless you become accessible and remain connected with your clients, chances of getting new projects from the same clients, are less.
4: I don’t know!
Don’t pretend if you have no knowledge about clients' query. Tell honestly ‘ I don’t know, but I will consult the right person and find out”. Today’s information overloads nobody expects you to know everything. But you can respond all his/her queries by appropriate study and research.
5: Admitting mistakes:
You bound to make
mistakes while working, it’s natural, but hiding is not acceptable.Tell your
client and also that this how it can be corrected. You will be surprised by
clients support and sympathy.
6: Safeguard the client’s interest:
6: Safeguard the client’s interest:
Throughout the
project, it’s your professional duty to safeguard the client’s interest. Make
every decision, suggestions proposal, etc. keeping the client in the centre.
7: All are concerned:
7: All are concerned:
From front desk
to the Last Desk, all should be involved in developing a client service
standards in your office and strictly keep to it. Develop a creative strategy
for each and every stage whether it’s inquiry on the phone, issuing of drawing,
discussing the proposed purpose, clarification of workmanships or handing over
the completion certificate.
Make every step graceful and enjoyable. Only integrated policy of client focus based services comprising Quality, Economy and Speed at all levels will keep the client coming to you.
Make every step graceful and enjoyable. Only integrated policy of client focus based services comprising Quality, Economy and Speed at all levels will keep the client coming to you.
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