The customer_IDI_grow your design business workshop attendee pack

1 Grow your design business workshop

Welcome

THE ONE THING YOU

WOULD LIKE TO GET

FROM TODAY?

Grow your design business workshop

YOUR BUSINESS CHALLENGES

Key themes from IDI members survey and

meetings

• Developing new business

• Differentiation

• Marketing for a return on investment

• Tenders and pitching

• Scoping, pricing and fee negotiations

• Talent retention

KEY STAGES OF THE SALES

Focused on your challenges

relationship

opportunity

proposal

negotiation

service

• Consumer demands

• Value-focused cost conscious

customer

• Technology/ DIY

• No ‘clients for life’

• Impact of tendering

• Lower barriers to entry

• Generation Y expectations

• Personal demands

DESIGN INDUSTRY

LANDSCAPE “New normal”

“If you don’t like change, your going to like irrelevance even

less” GENERAL ERIC SHINSEKI, FORMER CHIEF OF STAFF US ARMY

LOTS OF OPPORTUNITIES

relationship

opportunity

proposal

negotiation

service

The service

EXPERIENCE THE KEY

DIFFERENTIATOR BY 2020

BDO/ Economist Intelligence Unit

Service Megatrends 2020 Report

Quality Experience Cost Other

2011 2020

“Loyal customers…they don’t simply do

recommend you, they insist that their friends do

business with you.” FOUNDER CHIP BELL GROUP

HOW LIKELY ARE YOU TO RECOMMEND EXAMPLE DESIGN CO?

NET PROMOTER SYSTEM

Bain Consulting &

Company Image:

www.persuasiveconcepts.com

CLIENT ORGANISATION

STRUCTURE

Type of information

you get back

John Smith Managing Director Satisfaction: 5/10

Likely to recommend: 5/10 Get more

recommendations: Tailor to my needs

Decision Maker

Mary Browne Marketing Director Satisfaction: X/10 Did not respond

Decision maker

Management Team

Marketing Team

Brian Jones Web Developer Satisfaction: 7/10

Likely to recommend: 7/10

Get more recommendations:

Share and collaborate

Influencer

Rachel Murphy Marketing Manager

Satisfaction: 9/10 Likely to recommend: 9/10

Why I recommend: Help me make a

difference

Influencer

Donna West Social Media Manager

Satisfaction: 10/10 Likely to recommend: 9/10

Why I recommend: Say it how it is

“We’re far too busy to do this”

“There’s only me & there’s just no time”

“Design projects are different” “We already know what our clients think”

“Negative feedback would demotivate

our people”

“How would I deal with negative feedback”

“Our clients are too busy to do this”

“Our clients won’t respond” “Clients would use it as an opportunity to

complain”

ALL THE REASONS NOT TO DO THIS

EXAMPLES

STEP 1… KNOWING YOUR CUSTOMERS

• Think of your favourite

customer

• Answer ‘Yes’/ ‘No’ to

each question

• Multiple the number of

‘Yes’ answers by 4 to

calculate your customer

relationship rating %

HOW WELL DO YOU KNOW YOUR CUSTOMER?

5 MINUTE EXCERCISE

STEP 2… ASKING FOR AND ACTING ON FEEDBACK?

STEP 3… CREATING A WOW

EXPERIENCE

MAPPING THE EXPERIENCE

LEGO Designing the Experience

Image: www.experiencematte

rs.wordpress.com

Customer experience

Are you doing

everything you can to

create a ‘wow’

experience for your

customers?

SUMMARY TAKEAWAYS Customer service and

loyalty

• 3 key steps…

– Know your customers

– Ask for and act on feedback

– Wow them!

• Benefits

– Happy loyal customers

– Differentiation

– Referrals

– Tangible revenue growth

relationship

opportunity

proposal

negotiation

service

The relationship

1. Relationship, compatibility, fit

2. Demonstrated in-depth knowledge

of the client’s business and issues

3. Internal chemistry of the provider’s

team (and consistency)

4. Product and technical knowledge

(considered ‘a given’)

WHY CLIENTS CHOOSE

ADVISORS Franklin Covey

• Skills and characteristics

• Definition

TRUSTED ADVISORS

SKILLS AND

CHARACTERISTICS

WHY BOTHER BUILDING

RELATIONSHIPS?

WHO SHOULD I BUILD RELATIONSHIPS WITH?

What’s the benefit to a client or contact of knowing you?

Making it part of my

day-to-day

The catch-

Making contact

BUILDING RELATIONSHIPS

3 KEY CHALLENGES

Are we calling to sell something?

• Guilt of not being in contact

• “Why are they calling me?”

• No particular issue to discuss

CHALLENGE 1: MAKING CONTACT

• Introduce/re-introduce yourself

• Why you’re calling…

• Benefit to them….

• Possible pushbacks?

ADDRESSING CHALLENGE 1:

MAKING CONTACT

Cold call video

day-to-day

The catch-

Making contact

3 KEY CHALLENGES

• No particular issue to discuss

• How much can you probe in your

questions

• Ensuring it’s a good use of time for

both parties

ADDRESSING CHALLENGE 2: THE CATCH-UP

WHAT WOULD YOU LIKE YOUR

CONTACT TO THINK OR SAY

AFTER THE MEETING?

WHAT WOULD YOU LIKE TO FIND OUT

ABOUT THE PERSON, THE ROLE

AND THE BUSINESS?

• Objective?

• Agenda?

• Intent

• Approach

• Discussion themes/clouds!

ADDRESSING CHALLENGE 2: THE CATCH-UP

day-to-day

The catch-

Making contact

3 KEY CHALLENGES

WHAT CAN YOU DO TO MAKE RELATIONSHIP BUILDING PART OF YOUR DAY-TO-DAY?

relationship

opportunity

proposal

negotiation

service

The opportunity

INTENT AND ASK, NOT TELL!

Issues and impact

Success and cost/

benefit

Options and next

THE OPPORTUNITY

3 STEP PROCESS

• Wouldn’t know how to have a

conversation like this

• Not my responsibility

• They wouldn’t want to have that

conversation with me

• Not in my area of expertise

ISSUES AND

IMPACT KEY CHALLENGES

• Think of a work issue

• 5 min discussion in pairs

• Questions only

• Swop roles and repeat

ISSUES AND IMPACT 10 MINUTE EXCERCISE

PITFALLS… MAKING ASSUMPTIONS, JUMPING TO SOLUTIONS AND OFFERING SERVICES

• Genuine curiosity

• Ask lots of questions

• Active listening (hooks)

• Focused on the client

• Showing empathy

ISSUES AND

IMPACT KEY TAKEAWAYS

THE OPPORTUNITY

3 STEP PROCESS

Issues and impact

Success and cost/

benefit

Options and next

• Take a minute to think of

your ideal holiday

• Visualisation exercise

• Discussion

VISION OF SUCCESS

2 MINUTE EXERCISE

List and quantify…

• the benefits

• the costs

Then, is it worth it?

COST/ BENEFIT

ANALYSIS IS YOUR HOLIDAY

WORTH IT?

Case study hand-out

SUCCESS AND COSTS/ BENEFITS CASE STUDY

SUCCESS AND

COSTS/ BENEFITS

• Lack of clarity on what success looks

• Moving ahead without clear

understanding of cost/benefits

• Resolving issues that aren’t worth

fixing

• Lack of genuine appetite to deal

with the issue

PITFALLS

• Have patience

• Share insights

• Be clear about what a successful

outcome looks like

• Fully consider all costs/benefits

SUCCESS AND

COSTS/ BENEFITS

KEY TAKEAWAYS

THE OPPORTUNITY

3 STEP PROCESS

Issues and impact

Success and cost/

benefit

Options and next

Lynsey has now had a conversation

with her boss and they’ve decided

that it is worth taking some action in

relation to the graduate recruitment

campaign. You are back in the

office planning for your next

conversation with her.

1. What questions might you ask to

explore the options with her?

2. What other preparation would

you do in advance of the

meeting?

OPTIONS EXERCISE

• Options

- Do nothing

- Do it in-house

- External advisors

• Preparation

- Examples of similar projects

- Insights from relevant experts

- Consult

OPTIONS KEY TAKEAWAYS

INTENT… BEST OPTION FOR THE CLIENT

• Other stakeholders

• Introducing experts

• Getting senior buy-in

• Agreement on next steps

• Follow up

NEXT STEPS

KEY TAKEAWAYS

INTENT ...ALWAYS ACTING IN THE BEST INTERESTS OF THE CLIENT

THE OPPORTUNITY

3 STEP PROCESS

Issues and impact

Success and cost/

benefit

Options and next

relationship

opportunity

proposal

negotiation

service

The proposal

LETS RE-CAP

Let’s be clear on the easiest way to win

Do it themselves

Do nothing

External advisors

Non-competitive

Competitive

Knew about it

Didn’t know about it

Stop/go Scoping meetings

Document

Scoping meeting

Pitch planning Deliver pitch

Client decision

THE PROPOSAL

PROCESS Internal and external

activities

“IT’S ALL OVER” SCENARIO DISCUSSION

CHANGE IN FOCUS

Spending more time with our potential

client

External

meetings

Internal

activities

Document

Scoping meeting

Client decision

THE PROPOSAL

activities

STOP/GO DECISION

Factors to consider

• Relationships

• Knowledge of bid

• Length of response time

• Availability of resources

• Clear differentiator

• Opportunity cost of time

• Risk

WILLINGNESS TO GIVE US TIME AND ACCESS IS KEY

Document

Scoping meeting

Client decision

THE PROPOSAL

activities

CLIENT MEETINGS What are the things we

need to think about BEFORE, DURING and

AFTER?

Who should we meet?

Who should go?

How will we set up the meetings?

Agenda and prep

Current responsibilities v prior experience

Reporting lines including access to power/ decision-makers ?

Key initiatives and priorities?

Understanding their issues and why they exist?

Current advisors – like/ not like/ change?

Questions about other advisors?

Their understanding of us?

Debrief

Changes to our understanding?

Confirm next steps (in writing)

Agree team actions

Document

Scoping meeting

Client decision

THE PROPOSAL

activities

DOCUMENT TYPICAL

SECTIONS Contents

• Executive summary

• Team

• Approach

• Fees

• Appendices

Case study on good and bad

executive summary examples

DOCUMENT CASE STUDY

Document

Scoping meeting

Client decision

THE PROPOSAL

activities

THE BEST PITCH YOU’VE EVER SEEN?

Barack Obama in Dublin video

EXAMPLE PRESENTATIONS PLAY CLIP 11.30-12.30

WHAT DOES A WINNING

PITCH LOOK LIKE?

Key components

1. It’s not about you

2. Understands your business

3. A compelling story/ reason to

choose you

4. Genuine enthusiasm and hunger

5. Good interaction

6. Value for money

7. Confident answers in Q&A

THE PITCH Things to consider

when planning your pitch

• Who from the client?

• What do they want to cover?

• What are their priorities (by

individual)?

• What questions are they likely to

• How will we generate interaction?

• Who will they expect to see?

relationship

opportunity

proposal

negotiation

service

The negotiation

Vendor-client negotiation

Vendor-client negotiation video

The washing

machine negotiation

“A strategic

discussion that

resolves an issue in

a way that both

parties find

acceptable” WWW.INVESTOPEDIA.COM

• Scope of work

• Staff mix

• Timing of work

• Payment terms

• Quality of deliverables

• Invites to their conferences

• Access to other decision makers

• Follow up meetings / calls

THE NEGOTIATION

TRADABLES

THE NEGOTIATION

5 STEP APPROACH

FISHER & URY

1. Prepare

2. Open

3. Discover

4. Explore

5. Close

WIN: WIN

• Win : Win

• Walkaway point

• Opening position

• Ask for help - test your approach

• Flag overruns early

• Adapt for different personality types

• Take time to fully understand what the

client wants and why

• Adopt collaborative mindset—making

the deal work for both sides

THE NEGOTIATION

IN SUMMARY - DO

• Enter negotiations prematurely

• Let fear of losing lead to a bad deal

• Be rigid about only one outcome

• Making concessions early or without

getting something in return

• Talk too much

• Be afraid of silence

• Let the client’s tactics affect you

THE NEGOTIATION

IN SUMMARY – DON’T

relationship

opportunity

proposal

negotiation

service

TOP 10 OBSERVATIONS FROM OUTSIDE THE INDUSTRY

Specific request

1. Challenge

2. Get involved early

3. Value and charge your time

4. Good content and design expertise

5. Less jargon

6. Transparency of inputs

7. Share more example

8. Be proactive

9. Personal brand/ customer service

10.Running a business!

Wrap-up

• Your big takeaway

• Remaining challenges?

• Feedback

WRAP UP CLOSING THOUGHTS

Derek Howard derek@thecustomer.ie

ie.linkedin.com/in/howardderek/

@derekhoward012

Niamh O’Connor niamh@thecustomer.ie

ie.linkedin.com/in/neevoconnor/

@NeevOConnor

WE’D LOVE TO HEAR FROM YOU The Customer

Thank you!

The customer_IDI_grow your design business workshop attendee pack

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