MINNESOTA SOCIETY OF PROFESSIONAL SURVEYORS
2012 ANNUAL MEETINGF E B R U A R Y 1 5 - 1 7 , 2 0 1 2
J O H N M A T O N I C H , P . S .
Winning Contracts with Successful Proposals and
Presentations
You have opened the mail and someone is asking for your services (along with some others)……..Now what?
Respond or Not?
Implement a Go/No Go procedure
May be quite simple
Pre-Qualify Clients
Understand the potential relationship
“I fired my last surveyor”
PROPOSAL TYPES
RFQ – Request for Qualifications
RFP – Request for Price
PREPARATION
Gather examples of similar proposals
Establish background
Site visit
File review
Prior projects
Communication
Prospective client
In house staff
Good differentiation requires good research
RFQ BASICS
Tailor Package to Specific Proposal
Can use “canned” material for fillerGuard Against Negative Impression
TyposMisspellingsAwkward DesignSub-Par Aesthetics
Make Sure Message is Clear
OWNER EXPECTATIONS(Prospective Clients are Getting Much Smarter)
Basic Contact InformationQuality Photography
Review Examples for IssuesSafetyConflict of Interest
Organizational HighlightsAnswer the Question:
“ Why This Firm?”Be Brief and To The Point
FORMAT
Cover letter Address “Why be hired?” Include hook
o Hit hot button
Representative ProjectsReferencesGeneral Firm infoResumesCosts
Not only state WHAT is included in cost, but also what is NOTincluded
Tailor as much information to fit specific proposal, as possible.
COVER LETTER EXAMPLE
COVER LETTER EXAMPLE (CONT’D)
POTENTIAL MARKETING MATERIALS:INCLUDE YOUR BRAND
Project Sheets
One Page (color)
Brief Description
PICTURES
Resumes
One page with picture (color)
POTENTIAL MARKETING MATERIALS (CONT’D) :
General Firm Background/Brochure
POTENTIAL MARKETING MATERIALS (CONT’D) :
Mailers
General Service
Postcards or
Tri-Folds
POTENTIAL MARKETING MATERIALS (CONT’D) :
Exhibit Pieces
Project Pictures – Large Scale
POTENTIAL MARKETING MATERIALS (CONT’D) :
Copies of Technical Articles, Publicity Pieces, or Press Releases
References
POTENTIAL MARKETING MATERIALS (CONT’D) :
Testimonials (Great Additions to Other Items)
Client Comments
•“I love working with ROWE on projects. Leanne is always so helpful! Anytime we ever need anything she always gives above and beyond to make sure our questions are answered. Hope to do many more projects with her in the future.” 2008, Tina Sauve, Village of Metamora (Dryden Road Resurfacing)
“Doug’s creative design and welcoming attitude towards our project was exceptional. He listens intently and works through the concept challenge to exceed expectations. If you want to see an amazing, creative, and neighborhood friendly project that is best in class design, you have to see Doug’s work at the Midland Community Center.” 2008, Chris Tointon, Midland Community Center
POTENTIAL MARKETING MATERIALS (CONT’D) :
All info together called “Statement of Qualifications” (SOQ)
POTENTIAL MARKETING MATERIALS (CONT’D) :
INDIRECT MARKETING
Organization Memberships
Service Clubs
Church
Chamber of Commerce
INDIRECT MARKETING
Community Supporter
Support Ads
Volunteerism
Sponsorships
INDIRECT MARKETING (CONT’D)
Pertinent Show Exhibitor
Education/Speaking Opportunities
Written Pieces
Articles
Mailings
INDIRECT MARKETING (CONT’D)
Existing Equipment
Survey Trucks
Office Building
Crew Members
How does your
equipment, staff and
office work?
RE-CAP
Qualification Packages Do Not Win ProjectsTheir Presentation of Relationships Do
Package Must Explain Why a Firm is Worthy of Performing the Project
Must Create a Positive First ImpressionDifferentiate Your Firm From Your Competition
Written Specifically for this Request and Not Off the Shelf
Watch and Eliminate Extraneous Material that is Not Serving the Goal
PRESENTATIONS
Know your audience Who is on selection committee
Use naming process
Find out who is the UDM (Ultimate Decision Maker)
Visit the UDM prior to presentation The bigger the project, the more visits necessary
Shows aggressiveness
Elevates importance of your firm
Separates you from competition
Make sure to listen!
Use people around UDM if UDM unavailable
Start at the end What is the decision you want
Understand UDM
Process
Results
Bureaucrats
want ABC
approach
Middle Managers
(get yanked
both ways)
CEO wants CAB
approach "Start
at the end"
Use this model to identify clients and then assign right staff to handle
POWER OF THREE
Most people remember 3 things
Rules for using power of three Invoke Power of Three
“There are three reasons to hire us……”
Make them short
Use the most important as #1 or #3
Give them the finger
ORGANIZE YOUR AUDIENCE
Parts to your presentation Promise – Most important part
It’s the “hook”
It should separate you from your competition
Prior points
Use three of them and make sure they know
Conclusion
Repeat promise
Grand Blanc Township Example
CONTRACTS
Always have a written contract that outlines:
Scope of services
Fee Schedule
Standard terms
Have it reviewed by E&O carrier
GENTLEMEN’S AGREEMENT -
“A deal that neither party cares to put into writing.”
-ANONYMOUS
CONTRACTS
CONTRACTS
Special Provisions:
Client bound to contract
Shall not assign contract to others
If some provision is found invalid, others are still valid and binding
Shall not be liable for delays
Mediation/Arbitration clause
Fee escalator clause
CONTRACTS
Special Provisions (cont’d):
Consultant not liable for actions of others
Client pays cost for litigation necessary to enforce this contract
No understanding except as in contract
Papers and documents are property of consultant
Retain the right to lien
CONTRACTS
Special Provisions (cont’d):
Estimates are estimates only
Consultant makes no warranty
Right to complete services
Billed monthly
A late fee of _% per month
Client pays for extra work
CONTRACTS
Special Provisions (cont’d):
Required wage increases paid by client
Client pays for survey re-staking
Client pays all fees connected to project
Right to terminate contract of suspended or abandoned project
Right to terminate contract if not paid 30 days after invoice
HOW TO NEGOTIATE CONTRACTS
Is the client in trouble and needs your help?
Be patient
Understand Deadlines as used by buyer
Fee vs. Deadlines
Make small concessions
Don’t get trapped by the ballpark figure for planning purposes
HOW TO NEGOTIATE CONTRACTS
The client wants to get the negotiation completed just as much as you do
Negotiate with the right person
Aim high and come out better
Don’t believe everything the client tells you
Believe in the quality of your product
Trade off a limit of liability clause for a lower fee
QUESTIONS & DISCUSSION
John D. Matonich, P.S., President & CEO540 S. Saginaw St., Ste. 200Flint, MI 48502
Phone: (810) 341-7500Fax: (810) [email protected]