There has to be a shortcut to increase your architecture firm’s marketing flow. Increasing your RFPs and client base, and occasionally being sucked into doing part of the project for free is something you have been meaning to address. Have you heard of the term scope creep? I am not talking about playing Call of Duty or some sniper game, either.
Scope creep, used in project management, consists of those uncontrollable changes to a project that creep up on you. For example, how many times has a client in the middle of a project asked for something else assuming it was in your quoted price? You, being the client pleaser, did not say anything and agreed to do it. This is a quick way to run through that project’s profits.
There has to be a clear line of communication throughout the process, including your RFPs and even your marketing strategy. Taking time to fix these issues will increase those profits, make your marketing nightmare less sketchy, and help you avoid the creep of uncontrollable changes.
This is the quickest and easiest fix to almost any problem when dealing with your team and your clients.
Being clear on the objectives of the RFP you received can be the difference between having your proposal accepted or not.
Having the team assist in setting the goals and what they can contribute to the proposal and/or projects is a great start.
Be clear and upfront with your clients. Any additional changes could require added fees that would be reasonable for the time it takes you to make them and affordable for them to cover.
Communicate with your team and never assume that you are all on the same page.
We all know what ASSUME stands for and it only increases frustration among all involved.
Clients who feel that the communication between themselves and the project leader is always a pleasure will feel as though they are top priority. Who doesn’t like to feel they are Numero Uno?
Having that open line of communication leads the clients to feel that they can trust you. After all, you are the expert, which is why they hired you.
This will also help to maintain a higher loyalty base with previous clients and increase the spread of word-of-mouth.
Here is a great question that can help you: Would you like an estimate for that?
This sounds like going to McDonalds and upselling those fries, I know. However, it works; you get the fries.
Asking this simple question is extremely helpful in curbing those freebies in an already fixed-bid project.
The last thing you want to do is turn in that final bill and it shock the client because it is higher than they expected.
Asking questions to have a better understanding of your client’s demands or wishes helps you to get the job done right the first time without spending time redoing things. The more time you spend on a project fixing little errors, the more it eats away at your profits.
“Would you like an estimate for that?” draws attention that it is a scope change, making the client be more decisive and giving you and your team less stress.
Pound this concept into all of your team members, as they should all know how to ask this question without feeling guilty. Once they see how well it works and the time it saves them when working on the fixed-bid project, they will all be onboard and it will soon be second nature to your entire firm.
Upselling does not always have to be a daunting task. It does not have to be something client-initiated either.
There will be many opportunities where the client may benefit from adding something to the project you have thought of. Giving the client this information has many advantages.
1. The client views you as the expert and is depending on you.
2. Upselling that benefits the client shows them you are proactive, not only reactive.
3. Upselling can increase your firm’s profit margin.
Ask your client if they want the new thing that you have identified for them. Showing the new idea and how it benefits them is surefire way to achieve many of your firm’s goals as well as those of your clients.
OOS – Out of scope, clients will often ask you for something that is definitely OOS.
Your initial reaction is probably, “now what!” This tends to make project managers feel put on the spot and wanting to avoid the client. Do not fret over this any longer.
Take this opportunity head-on. The point is not to make an immediate decision, giving you and the client some time. Often the client has sent you an urgent email, not really thinking through what they are asking of you - time will help you and them.
Not giving a firm commitment immediately saves embarrassment and frustration later on down the road.
Time gives you a chance to communicate and clear up what the client is really asking for. Maybe this opportunity can benefit the company with a chance to upsell.
All these tips implemented quickly will be noticeable when looking at your firm’s profits.
Using clarity in communication, asking the right questions, upselling, and buying important time will make a difference for you and your team, and you'll start seeing your landscape architecture profits rise again. Make sure to get the whole team within your firm onboard with these tips. Actually, pass this blog along for everyone to read and let the money roll in.
Cropped Image by Flickr user Elliott Brown