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As the economy continues to
pick up momentum, so does the
competitive marketplace. Now
more than ever, it’s important
for service-based companies to
become their customer’s first
choice. Becoming the
trusted
advisor
that a client will call upon
again and again can take years
to cultivate. Pond &Company
has built a business environment
where becoming a customer’s first
choice is woven into every vision and strategic
plan developed. With nearly 50 years of
experience in the professional services
industry, here are a few valuable lessons Pond
&Company have learned along the way:
As consultants, we are problem
solvers first and foremost.
The value
a consultant brings to the table is the
experience to identify the needs or
hindrances that stand in the way of a client’s
goal, then apply the expertise to effectively
solve the issues. Knowing how to make
clients consistently successful at their
mission is a critical core competency for all
consultants.
Be an innovator.
Touting the ability
to produce “on time and on budget” results
is commonplace in the industry, but is
quite boring from a marketing standpoint.
Many consultants make on-time and on-
budget promises; however, not all deliver
on the promise, leaving clients skeptical
of these generalist claims. Instead, look to
differentiate your company and services
from the pack. Invent different ways to
deliver services which can separate your
company from the competition.
Becoming a client’s first choice starts
from within.
A firm needs to believe in
and embrace a client’s mission in order
to be considered a first choice. Ensure
your company goals reflect
the needs of your clients,
or directly align with their
overall mission. Motivate
your internal teams to learn
and embrace the goals of their
clients. Proper motivation
will inspire clear direction,
progress
and growth.
Repeat
business calls
happen when clients feel the consultant
team is sincerely invested in the success of
the project.
“Zipper up” for success.
Strengthen
business relationships by “zippering up”
to client organizations. Zippering is the
process of creating relationships with
clients up and down their organization.
When a consultant is zippered with a
client, they can develop better solutions by
asking appropriate questions on different
levels throughout the organization. A well-
zippered client relationship is strong and
can be helpful in weathering rough times
during projects.
Always move forward—never grow
complacent.
As service providers, we
should never become complacent with the
quality or level of service being provided.
Provide your clients with opportunities
to rate the team’s performance, possibly
through a third-party independent review.
An unbiased review provides clients an
open forum to speak candidly about what
makes your company, service or product
successful, or most importantly, what
requires immediate attention.
Stop and listen.
A great barometer
to measure service quality is visiting with
clients to discuss products or services
provided by your company. Take time
to listen and discuss the benefits and
drawbacks of the services provided, then
share the insight with your team. The
research also shows clients the level of
commitment and care about their business
and the solutions provided. The road to
becoming a trusted advisor is not just
celebrating the good—it’s addressing the
bad and the ugly as well.
We have found that our clients are not
looking for off-the-shelf or prototypical
solutions from a consultant. Instead, they
seek a vested partner for the journey; a
partner that will keep their projects on
the right path and moving forward to a
successful conclusion. This mindset must
be at the core of your firm’s values, and the
buy-in must come from every employee.
Investing time and effort into a relationship
to truly know the client and embrace its
mission is what will set your firm apart
from the competition—it’s what will
empower you to become your customer’s
first choice.
Business Success is Being Your Customer’s First Choice
BY: ANTHONY W. PARKER , PE, PRESIDENT, POND & COMPANY
The Southface Eco-Office, a functional
office, resource center, and educational
facility, presents the latest green
construction techniques in a commercial
office building setting. Pond worked
closely with the client, architect and civil
engineer to develop elements of the site and
landscape that emphasize the synergy of
distinct practices working together.
THE EXECUTIVE – Q2 2015
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