{"product_id":"marketing-and-selling-professional-services-in-architecture-and-construction-paperback-softback-9781405181877","title":"Marketing and Selling Professional Services in Architecture and Construction (Paperback \/ softback) 9781405181877","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eMarketing and Selling Professional Services in Architecture and Construction\u003c\/font\u003e\u003cbr\u003e\r\n\r\n\r\n\u003c\/p\u003e\n\u003cp\u003e\u003cem\u003e\u003cp\u003e\"This book provides a structured approach to identifying and selecting clients, understanding their needs and expectations, aligning to their needs, pitching and winning business. It provides practical steps that are proven and successfully used by its author for over 25 years.\"\u003cbr\u003e—\u003cb\u003eDavid Jennings\u003c\/b\u003e, Managing Director of Business Vantage, Chairman and Founder of the Movers \u0026amp; Shakers Property Networking Club\u003c\/p\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eBasil Sawczuk (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9781405181877, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003ePaperback \/ softback, published 16 October 2009\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e288 pages\u003cbr\u003e24.5 x 17.4 x 1.7 cm, 0.517 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\"This would make a highly desirable read for anyone operating within the construction services sector - whether they are directly in contact with their clients or not. It presents a well-structured approach to effectively selling construction services without making the subject too complex or the end unachievable. This book is especially a good addition to the repertoire of those whose task is the regular creation of business, and even better acquisition for those new to the territory.\" (Emerald Journal, 2011)\u003cbr\u003e \u003cbr\u003e   \u003cp\u003e\"An admirable feature of the book is its ability to work from a strategic level down to a fine level of detail.\" (\u003ci\u003eInternational Construction Law Review,\u003c\/i\u003e April 2010)\"For new marketers\/sales folk it contains all the essentials you will need packaged well and written accessibly.\" (\u003ci\u003ePM,\u003c\/i\u003e June 2010)\u003c\/p\u003e\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003eThis practical book on selling and marketing will help architects, engineers, project managers, facilities managers, surveyors, and contractors ‘sell’ themselves to prospective clients.  \u003cp\u003eAs clients become more sophisticated at both local and international level, and as competition in the construction industry increases, both contractors and consultants have to take a more professional approach to selling themselves. This is especially true for PFI bids where vast resources are committed to winning multi-million pound contracts.\u003c\/p\u003e \u003cp\u003eThrough a simple-to-follow process, illustrated with plenty of diagrams and checklists, \u003ci\u003eMarketing \u0026amp; Selling Professional Services in Architecture \u0026amp; Construction\u003c\/i\u003e sets out the seven key aspects of selling and marketing professional services. It is full of applicable ideas and examples and is well structured to enable readers to dip into the section relevant to their current needs.\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eList of Illustrations xv\u003c\/p\u003e \u003cp\u003eList of Tables xvi\u003c\/p\u003e \u003cp\u003eAbout the author xvii\u003c\/p\u003e \u003cp\u003eForeword xix\u003c\/p\u003e \u003cp\u003eIntroduction xxi\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStage 1: Selecting the clients you want to work for 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e1.1 Your client portfolio 2\u003c\/p\u003e \u003cp\u003eExamine current portfolio 2\u003c\/p\u003e \u003cp\u003eSaying goodbye to clients 6\u003c\/p\u003e \u003cp\u003eNumber of clients 7\u003c\/p\u003e \u003cp\u003eSector exposure 8\u003c\/p\u003e \u003cp\u003eWho are your competitors and who do they work for? 8\u003c\/p\u003e \u003cp\u003e1.2 A strategy 11\u003c\/p\u003e \u003cp\u003ePrioritise your effort 12\u003c\/p\u003e \u003cp\u003eSelecting your targets 16\u003c\/p\u003e \u003cp\u003eThe need to comply with the Data Protection Act 17\u003c\/p\u003e \u003cp\u003eSector penetration 17\u003c\/p\u003e \u003cp\u003e1.3 Effort versus reward 19\u003c\/p\u003e \u003cp\u003ePublic sector 19\u003c\/p\u003e \u003cp\u003ePrivate sector 23\u003c\/p\u003e \u003cp\u003e1.4 Lifetime value of clients 25\u003c\/p\u003e \u003cp\u003e1.5 Picking your moment 29\u003c\/p\u003e \u003cp\u003e1.6 Creating a pipeline 33\u003c\/p\u003e \u003cp\u003eUsing an enquiry pipeline 35\u003c\/p\u003e \u003cp\u003eUsing a leads pipeline 39\u003c\/p\u003e \u003cp\u003eManaging effort for pipeline development 42\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStage 2: Identifying the needs of the target client 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e2.1 Why do you need to know the client’s needs? 48\u003c\/p\u003e \u003cp\u003eGood client service 48\u003c\/p\u003e \u003cp\u003e2.2 Appropriate person to contact 49\u003c\/p\u003e \u003cp\u003eNo names policy 53\u003c\/p\u003e \u003cp\u003eThe first communication with the target contact 53\u003c\/p\u003e \u003cp\u003eThe first written communication 54\u003c\/p\u003e \u003cp\u003eThat first phone call 56\u003c\/p\u003e \u003cp\u003e2.3 The first Meeting 60\u003c\/p\u003e \u003cp\u003ePreparation 60\u003c\/p\u003e \u003cp\u003eArriving 61\u003c\/p\u003e \u003cp\u003eFirst impressions 62\u003c\/p\u003e \u003cp\u003eImproving your chances of a good meeting 63\u003c\/p\u003e \u003cp\u003e2.4 Look for visual and auditory clues 64\u003c\/p\u003e \u003cp\u003eBuilding rapport 64\u003c\/p\u003e \u003cp\u003eUse of language 65\u003c\/p\u003e \u003cp\u003eIs your potential client telling the truth? 68\u003c\/p\u003e \u003cp\u003e2.5 Establishing the client’s needs 68\u003c\/p\u003e \u003cp\u003eSpecific needs 69\u003c\/p\u003e \u003cp\u003eLeading into the questioning 70\u003c\/p\u003e \u003cp\u003eUse your questions to demonstrate your capability 70\u003c\/p\u003e \u003cp\u003eHave questions prepared 71\u003c\/p\u003e \u003cp\u003eHarvesting information through questioning techniques 72\u003c\/p\u003e \u003cp\u003e2.6 Listening skills 76\u003c\/p\u003e \u003cp\u003ePoor response 79\u003c\/p\u003e \u003cp\u003e2.7 Establish the stakeholders and decision makers 80\u003c\/p\u003e \u003cp\u003e2.8 Expanding the range of contacts 81\u003c\/p\u003e \u003cp\u003e2.9 Establish selection criteria 82\u003c\/p\u003e \u003cp\u003e2.10 The next step 82\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStage 3: Shaping your service to suit the needs of the target clients 85\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e3.1 Review your clients’ needs 86\u003c\/p\u003e \u003cp\u003e3.2 Putting a mirror up to your client 88\u003c\/p\u003e \u003cp\u003eDon’t rush this stage 88\u003c\/p\u003e \u003cp\u003eAn analysis of the situation 89\u003c\/p\u003e \u003cp\u003eHas the client missed something? 91\u003c\/p\u003e \u003cp\u003e3.3 Enhancing customer value 91\u003c\/p\u003e \u003cp\u003eCustomer groupings 92\u003c\/p\u003e \u003cp\u003e3.4 Features and benefits 93\u003c\/p\u003e \u003cp\u003e3.5 Building trust 94\u003c\/p\u003e \u003cp\u003eCapability 96\u003c\/p\u003e \u003cp\u003eCredibility 97\u003c\/p\u003e \u003cp\u003eReliability 97\u003c\/p\u003e \u003cp\u003eCompatibility 98\u003c\/p\u003e \u003cp\u003eRational and non-rational selection criteria 98\u003c\/p\u003e \u003cp\u003e3.6 Differentiating 99\u003c\/p\u003e \u003cp\u003eDifferentiate through customer service 102\u003c\/p\u003e \u003cp\u003eShow you care 103\u003c\/p\u003e \u003cp\u003e3.7 Consider your strategy 104\u003c\/p\u003e \u003cp\u003eUnderstanding why clients might not want your services 104\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStage 4: Communicating your availability and capability to the target clients 107\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e4.1 Communicating to target clients 108\u003c\/p\u003e \u003cp\u003e4.2 Target clients in buying mode 109\u003c\/p\u003e \u003cp\u003eIdentify decision makers and influencers 109\u003c\/p\u003e \u003cp\u003eMeeting the decision makers 110\u003c\/p\u003e \u003cp\u003eMeeting the influencers 112\u003c\/p\u003e \u003cp\u003eWhen access is denied 112\u003c\/p\u003e \u003cp\u003e4.3 Target clients not in buying mode 113\u003c\/p\u003e \u003cp\u003e4.4 Raising your profile 118\u003c\/p\u003e \u003cp\u003eNetworking 118\u003c\/p\u003e \u003cp\u003eWhere to network 118\u003c\/p\u003e \u003cp\u003ePrepare for the event 119\u003c\/p\u003e \u003cp\u003eWorking the room 119\u003c\/p\u003e \u003cp\u003eIntroductions 120\u003c\/p\u003e \u003cp\u003eThe follow-up to a networking event 121\u003c\/p\u003e \u003cp\u003eMake yourself a useful contact 122\u003c\/p\u003e \u003cp\u003eCreating networking opportunities 122\u003c\/p\u003e \u003cp\u003eDevelop your network 122\u003c\/p\u003e \u003cp\u003e4.5 Entertaining 123\u003c\/p\u003e \u003cp\u003e4.6 Seminars 124\u003c\/p\u003e \u003cp\u003eAttend seminars at conferences 124\u003c\/p\u003e \u003cp\u003eDeliver a seminar at a conference 125\u003c\/p\u003e \u003cp\u003eAttending other people’s seminars 125\u003c\/p\u003e \u003cp\u003eRunning your own seminar 125\u003c\/p\u003e \u003cp\u003e4.7 Writing articles 126\u003c\/p\u003e \u003cp\u003e4.8 Public speaking 130\u003c\/p\u003e \u003cp\u003e4.9 Memberships of organisations 130\u003c\/p\u003e \u003cp\u003e4.10 Advertising 130\u003c\/p\u003e \u003cp\u003e4.11 Exhibitions 133\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStage 5: Proposals, tenders and pitching 137\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e5.1 Proposals 138\u003c\/p\u003e \u003cp\u003eCreate opportunities to build relationships during the proposal stage 138\u003c\/p\u003e \u003cp\u003eKeep the prospective client involved 139\u003c\/p\u003e \u003cp\u003eThe proposal content 139\u003c\/p\u003e \u003cp\u003eApproach to fees 141\u003c\/p\u003e \u003cp\u003e5.2 Selling yourself and your proposal 141\u003c\/p\u003e \u003cp\u003e5.3 Pitching for work 143\u003c\/p\u003e \u003cp\u003ePurpose of the pitch 143\u003c\/p\u003e \u003cp\u003ePlan of action 143\u003c\/p\u003e \u003cp\u003eThe brief 144\u003c\/p\u003e \u003cp\u003eTimetable leading up to the pitch 144\u003c\/p\u003e \u003cp\u003eThe participants 145\u003c\/p\u003e \u003cp\u003eThe audience 148\u003c\/p\u003e \u003cp\u003eThe content of the pitch 149\u003c\/p\u003e \u003cp\u003eFormat of delivery and use of technology 150\u003c\/p\u003e \u003cp\u003eThe ‘ring master’ 152\u003c\/p\u003e \u003cp\u003eQuestions you don’t want to be asked 153\u003c\/p\u003e \u003cp\u003eHandling objections 154\u003c\/p\u003e \u003cp\u003eThe venue 155\u003c\/p\u003e \u003cp\u003eRehearsals 155\u003c\/p\u003e \u003cp\u003eUsing persuasive language 156\u003c\/p\u003e \u003cp\u003eFeedback 158\u003c\/p\u003e \u003cp\u003e5.4 The selection process–direct with the client 158\u003c\/p\u003e \u003cp\u003eNegotiation 158\u003c\/p\u003e \u003cp\u003ePitching for the project or through formal interview 159\u003c\/p\u003e \u003cp\u003eQualification-based selection 159\u003c\/p\u003e \u003cp\u003eSelection based on quality and price 160\u003c\/p\u003e \u003cp\u003eSelection based on fee (without design) 160\u003c\/p\u003e \u003cp\u003eSelection based on a design proposal (with or without fee bid) 160\u003c\/p\u003e \u003cp\u003e5.5 Selection process–through and with a contractor 161\u003c\/p\u003e \u003cp\u003eTwo-stage tendering 161\u003c\/p\u003e \u003cp\u003e5.6 The trend for competitive proposals 162\u003c\/p\u003e \u003cp\u003e5.7 Expressions of interest 162\u003c\/p\u003e \u003cp\u003e5.8 Pre-qualifications 163\u003c\/p\u003e \u003cp\u003e5.9 Tendering 165\u003c\/p\u003e \u003cp\u003eUnderstanding how clients evaluate proposals and tenders 166\u003c\/p\u003e \u003cp\u003e5.10 Using CVs 168\u003c\/p\u003e \u003cp\u003eCV maintenance 169\u003c\/p\u003e \u003cp\u003eEditing 169\u003c\/p\u003e \u003cp\u003e5.11 Monitoring progress of the tender or proposal 170\u003c\/p\u003e \u003cp\u003e5.12 Post-tender interview 170\u003c\/p\u003e \u003cp\u003e5.13 Negotiation 171\u003c\/p\u003e \u003cp\u003eEstablish your position 172\u003c\/p\u003e \u003cp\u003eNegotiating approach 172\u003c\/p\u003e \u003cp\u003eBargaining skills 173\u003c\/p\u003e \u003cp\u003eSummarise the situation during negotiation 174\u003c\/p\u003e \u003cp\u003eDon’t get stuck over positions 175\u003c\/p\u003e \u003cp\u003eMove to closing the deal 176\u003c\/p\u003e \u003cp\u003eNegotiating traps 177\u003c\/p\u003e \u003cp\u003eIf you fail to win, start positioning for the next opportunity 178\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStage 6: Delivering added value and obtaining repeat business 181\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e6.1 Obtaining repeat business 182\u003c\/p\u003e \u003cp\u003e6.2 Strategies for repeat business 184\u003c\/p\u003e \u003cp\u003e6.3 Preparing a project client plan 184\u003c\/p\u003e \u003cp\u003e6.4 Total continuous office participation in selling 188\u003c\/p\u003e \u003cp\u003eQuality of employees and working methods 188\u003c\/p\u003e \u003cp\u003e6.5 Managing the service ‘touches’ 190\u003c\/p\u003e \u003cp\u003e6.6 Client account management 191\u003c\/p\u003e \u003cp\u003eManaging the process 193\u003c\/p\u003e \u003cp\u003eBeing selective with time expenditure 193\u003c\/p\u003e \u003cp\u003e6.7 Client account teams 195\u003c\/p\u003e \u003cp\u003eCreating new relationships 197\u003c\/p\u003e \u003cp\u003eCross-selling 197\u003c\/p\u003e \u003cp\u003eCross-team activity 198\u003c\/p\u003e \u003cp\u003e6.8 Establishing level of client satisfaction 198\u003c\/p\u003e \u003cp\u003eAsk the right questions 199\u003c\/p\u003e \u003cp\u003eAsk the right people 199\u003c\/p\u003e \u003cp\u003eSurvey methods 200\u003c\/p\u003e \u003cp\u003eNeed to introduce the survey 201\u003c\/p\u003e \u003cp\u003eQuestionnaire design 202\u003c\/p\u003e \u003cp\u003eIntroducing weighting factors 202\u003c\/p\u003e \u003cp\u003eSatisfaction levels are relative 203\u003c\/p\u003e \u003cp\u003eThe value of client satisfaction measurement 205\u003c\/p\u003e \u003cp\u003e6.9 Third-party survey 206\u003c\/p\u003e \u003cp\u003e6.10 Direct questionnaire 209\u003c\/p\u003e \u003cp\u003e6.11 Client review meeting 209\u003c\/p\u003e \u003cp\u003eAfter obtaining feedback 211\u003c\/p\u003e \u003cp\u003e6.12 Lessons-learnt workshop 211\u003c\/p\u003e \u003cp\u003e6.13 A client expectation charter 212\u003c\/p\u003e \u003cp\u003eService delivery review meetings 213\u003c\/p\u003e \u003cp\u003e6.14 Building multi-level contacts 214\u003c\/p\u003e \u003cp\u003eIntroduce someone else at every opportunity 216\u003c\/p\u003e \u003cp\u003eShow them around your office 217\u003c\/p\u003e \u003cp\u003eAsk to be introduced to your client’s colleagues 217\u003c\/p\u003e \u003cp\u003eHold pre- and post-project social gatherings 217\u003c\/p\u003e \u003cp\u003eHold value engineering workshops 218\u003c\/p\u003e \u003cp\u003eMarket the project with the client 218\u003c\/p\u003e \u003cp\u003eBecoming more integrated 218\u003c\/p\u003e \u003cp\u003eWinning additional work from clients 220\u003c\/p\u003e \u003cp\u003eSuccession planning 221\u003c\/p\u003e \u003cp\u003e6.15 Client loyalty 223\u003c\/p\u003e \u003cp\u003eIncrease client loyalty 224\u003c\/p\u003e \u003cp\u003eSetting goals and objectives 224\u003c\/p\u003e \u003cp\u003e6.16 Obtaining referrals from clients 226\u003c\/p\u003e \u003cp\u003e\u003cb\u003eStage 7: Building credibility 229\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e7.1 Credibility through sector knowledge 230\u003c\/p\u003e \u003cp\u003eInformation for sector-specific selling 230\u003c\/p\u003e \u003cp\u003e7.2 Response to requests for information 232\u003c\/p\u003e \u003cp\u003e7.3 CVs 233\u003c\/p\u003e \u003cp\u003e7.4 Keep records of your experience 234\u003c\/p\u003e \u003cp\u003e7.5 Project sheets and case studies 235\u003c\/p\u003e \u003cp\u003eUse your project sheets as door openers 237\u003c\/p\u003e \u003cp\u003e7.6 Using e-mails 237\u003c\/p\u003e \u003cp\u003e7.7 Your website 240\u003c\/p\u003e \u003cp\u003e7.8 Intranet and extranet 242\u003c\/p\u003e \u003cp\u003e7.9 Press releases 242\u003c\/p\u003e \u003cp\u003e7.10 Newsletters 244\u003c\/p\u003e \u003cp\u003e7.11 Research 245\u003c\/p\u003e \u003cp\u003eFurther reading 247\u003c\/p\u003e \u003cp\u003eIndex 249\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Civil engineering, surveying \u0026amp; building [\u003ca title=\"See our other books on Civil engineering, surveying \u0026amp; building\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Civil%20engineering,%20surveying%20\u0026amp;%20building%20%5BTN%5D%22\"\u003eTN\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley-Blackwell","offers":[{"title":"Brand New","offer_id":52165905219864,"sku":"9781405181877","price":55.55,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9781405181877.jpg?v=1781101796","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/marketing-and-selling-professional-services-in-architecture-and-construction-paperback-softback-9781405181877","provider":"Freshly Printed Books","version":"1.0","type":"link"}