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About That Elevator Pitch

By Richard Staub On April 16, 2013 · Add Comment
When clients offer A/E/C professionals straight talk about what makes a good pitch, it pays to listen. And that’s what happened at a winter SMPSNY event devoted to art of the elevator pitch – three clients from different building sectors offered trenchant advice about what gets their attention. Start by being clear about who you are, what your firm is about, the services it provides and why they should listen to you.  Make your intro simple and to the point. Focus on what is important to the client with ready examples of how your firm’s experience is relevant to them. [...]
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Use the Everyday Language.

By Richard Staub On April 9, 2013 · Add Comment
Effective communication means using words both you and your client understand.  That includes avoiding such technical terms as “parti,” “typology,” “materiality,” and “section” that are loaded with meaning for designers, but don’t have the same associations – if they have any meaning at all – for clients. Most clients will have to make an effort to translate them.  Which means that you’ve distracted them from your important messages. Put those ideas in everyday language.  Clients want to work with professionals who are accessible and easy to talk to. Setting yourself apart through your language tells clients that there will be [...]
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Make It About Them

By Richard Staub On April 2, 2013 · Add Comment
We all know what it’s like to have a conversation with someone who talks only about themselves.  Beyond the boredom, there’s the feeling that you don’t really matter. So consider how potential clients feel when approached by design firms who talk only about their own greatest hits.  To make a good first impression, smart A/E/C firms know they have to be clear about who they are, address issues that are on the clients’ minds – and then describe how they have solved them.  And as soon as possible, that elevator speech should become a conversation. If it is an unexpected [...]
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Building Client Trust

By Richard Staub On March 26, 2013 · Add Comment
Part of winning clients and projects is building trust.  And that includes demonstrating that you understand their concerns and priorities. Show you appreciate the world they live in, the pressures they experience, the goals and achievements that inspire them, the obstacles that can make their work a challenge. You should know where their business or institutional mandate is taking them, what are the trends that are shaping how they function and the facilities they need. And when it comes to a particular project: What are their concerns when it comes to function, budget, image, management, schedule, and maintenance.  And who [...]
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Marketing Who You Are

By Richard Staub On March 19, 2013 · Add Comment
Every architecture, engineering and construction firm wants good clients.  Clients who appreciate what the firm brings to a project including its approach, particular design priorities and ability to add value to the project.  They respond to the firm’s passion for the kind of work it does and the people who work for it. But how will clients get to know what drives the firm, if it doesn’t tell them.  Often when I ask firm leaders what makes their practice special, they offer the following with great conviction.  That they really listen, give superb service, approach each project with no pre-conceived [...]
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    As an architect you probably want to design. So having your own firm […]

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